This is the second of a two-part series. Read the first installment here.

After reading part one, hopefully you understand the value of investing in employee benefits communications and how to create a budget. The good news is you don’t have to wing it or leave benefits communications to chance. You can get help with high level strategy and planning and with executing those plans. A benefits communication firm can put you on the right track.

Yes, a benefits communication firm can be more expensive than creating communications in-house or outsourcing to a general communications firm. The value is in the expertise. Benefits communicators understand the complexities of benefits. They also understand communication best practices and they know the most effective way to share your messages. Your benefits communication team can create customized solutions that match your unique goals to your budget.

Outsourcing Helps Your Team

It’s not surprising that many human resource professionals are challenged by how to invest their dollars for maximum impact. With limited internal resources, they’re looking to get the most bang for their buck. It makes sense, then, when it comes to benefits communications, they’d partner with specialists who know how to get the job done. These firms work with impact and efficiency because it’s what they do every single day.

There are so many reasons to outsource your benefits communications to proven experts. For one, they’re trained professionals in the area. For another, outsourcing frees your internal team to focus on other, equally important tasks and initiatives. All of which contributes to savings over the long run.

Here are 3 questions to ask when engaging with a benefits communication firm:

  1. Do they understand benefits? Can they work with your external vendors to convey messages appropriately? Will they use the right media mix and get you the most bang for your buck?
  2. Can they provide you comprehensive services? That includes collaboration with other providers and stakeholders, as well as your internal team. They should conduct a communications audit; develop an employee-listening program; develop and implement a branding program and identify an overall effective strategy. A benefits communication firm should execute that strategy with writing, research, design, measurement, production, translation and other services that yield results.
  3. Does their pricing align with your needs and expectation? Does the cost match the overall market for similar services? Are they willing to be transparent? Is everything a la carte, or are they willing to create packages? When you go into pricing conversations be realistic about what communications cost and the time and resources involved.

Get the Most from Partnership

Once you’ve engaged with a benefits communication firm, what can you expect? A worthy communications partner will conduct a thorough needs assessment. This allows you to work together to set tangible goals for internal communication. You’ll work together on strategies, tactics, messaging, media, measures, and a timeline for achieving them. They’ll help drive actionable communications that give your employees they information need to make good benefits choices year round. Then you can focus on other business.

Here are 3 tips for getting the most out of collaboration with a benefits communication firm:

  1. Know when you need help. For example, you may need help promoting Open Enrollment, a new Consumer Driven Health Plan, a wellness program, or a change to your health plans or processes as a result of merger or acquisition. These are all good opportunities to get messaging out to employees. Be honest about what you need and how much you have to spend.
  2. Don’t worry about “solving the problem.” Share as much information as you can with your partner about your challenge and your overall objective. You may be certain you need a specific piece [newsletter, video, mailing to home] to achieve your goal. But many times something entirely different would work best. Trust the benefits communication firm to figure out the best how to get you where you want to go.
  3. Spend time planning and reviewing materials. After all, you are the ultimate subject matter expert regarding your company and employees. You and your communications vendor are partners, working together to achieve the desired results.

Collaboration across internal and external teams is essential for success. A trusted partnership with outside experts can give your communications a fresh perspective that leads to actionable outcomes.

 

 

Sharon Tucker

Written by Sharon Tucker

Sharon is an experienced marketing and communications professional who specializes in multi-channel marketing strategies. She enjoys the process of strategizing and implementing communication solutions that maximize the opportunity to educate, motivate and empower employees to make the right benefits decision for their family’s needs.

Trion Communications sharon.tucker@trion-mma.com