What Do Baby Boomers Want to Know About Their Benefits?

What Do Baby Boomers Want to Know About Their Benefits?

The presence of many generations in the workplace creates its share of challenges for employers. Organizations feature blends of Baby Boomers, Gen-Xers and Millennials, with the first members of Gen Z joining the team.

It’s tempting to focus your benefits communications on those in the early stages of their careers. Here are three tips to ensure that you don’t forget the needs of your older employees when you communicate about employee benefits.

 1. Put the “youth movement” in perspective.

No one can dispute the critical importance of the Millennial generation to the future of the global economy. Researchers speculate this segment of the population could make up 75 percent of the American workforce by 2025. Each day brings us closer to that reality, but there is still a need to speak to the other generations that make up your current staff. It’s a good idea to review your benefits communication tactics to ensure they are an accurate reflection of your workplace. Pay attention to everything from the images you select to the tone of your messages.

 2. Match your message to your usage.

In a data-driven age, use the available tools to determine employees’ preferred method to receive messages. But be cautious about using certain tactics across your company. Social media is a growing area of benefits communication. An organization that has a high percentage of employees over age 60 may want to stick to more traditional tactics to reach this group, though.

As for the message itself, consider which segment of your employee population is most likely to use a particular benefit. For example, if you have a greater number of older employees, you may want to emphasize the highlights of your company’s prescription drug plan.

 3. Help older employees reach their goals.

While each generation in the workplace has visions of retiring one day, older employees have the finish line in sight. With a greater number of Baby Boomers reaching retirement age each year, address both their pre- and post-retirement needs. This could include info on how a 401(k) works after retirement or the portability of certain employee-paid voluntary benefits. As employees become eligible for Medicare, you can explain the differences between Medicare and employer-provided health care.

Employee benefits are routinely cited as a key part of a company’s talent retention effort. Make sure your communications deliver an engaging message to both your current MVPs and the rising stars that will one day fill their roles.

Written by Andrew Clancy

Andrew is an experienced communications professional who specializes in multimedia content creation. He enjoys the process of building communications solutions that achieve an organization’s objectives while empowering its employees through education.

Trion Communications Andrew.Clancy@trion-mma.com