Spring Cleaning for Your Benefits Communications

Spring Cleaning for Your Benefits Communications

Spring is here – the days are longer, the temperatures are milder, and we’ve braced ourselves for rain showers and allergies galore. After a long winter, I personally welcome this change of season as an opportunity to become more efficient and effective. Apply this concept to your employee benefits communications with these three ways to give your communication strategy a facelift this season.

The “spring cleaning” method may be dreaded and perhaps avoided by many, but I think it’s time to reevaluate. The process does not have to be a complete overhaul. Rather, substantial improvements and goals can be achieved with a small yet thoughtful checklist. In other words, you may not be in a position to hire professional landscapers to give your backyard a complete makeover, but you can take it upon yourself to freshen up the environment with some tree-trimming or a quick turn of your mulch beds. The same can be said for your business’s employee benefits strategy.

Effective communication is key in maintaining your employees’ roles as active and informed benefits consumers. Even if you are not making major changes, like adding plan options or adjusting premium rates, your employees need and deserve up-to-date information about the benefits world.

As you purge outgrown and out-of-date clothing, you should also retire your generic approach to employee benefits communication, and make room for added content, consistency and variety. Evaluate your current communication process to see what is working and what is not. Find any holes in your strategy and fill them.

This course of action may sound intimidating, but I’m here to break it down for you. Whether you’re looking to encourage awareness, increase enrollment or educate about plan options, check out these tips to bring your benefits communication into full bloom this spring.

  1. Out with the old, in with the new: Align your strategy with the technology of the time. Take advantage of the new ways employees are equipped to receive, store and access information. Utilize multiple channels to ensure your audience is captivated and your message is communicated effectively. Some examples include videos, like Brainsharks or webinars, desk drops, and at-home mailings, like postcards and brochures.
  2. Communicate around the clock: I make it a point not to let my spring cleaning efforts go to waste by continuing with small tasks throughout the year. The same should go for your communication – a single message is easily forgotten, so you must maintain a regular presence to stress the value of staying informed.
  3. Make it memorable: Give employees something to easily identify and react to regarding benefits information. Plan a campaign launch to get them interested and use that theme to carry-out communications throughout the year. Try creating a character, utilize your existing company mascot, or generate a campaign logo or tagline.

With just a bit of attention and a few tweaks, you can bring your benefits communication from drab to fab. Spring into action and make assessments and improvements that will benefit both you and your employees.


Written by Tarin Dooley

Trion Communications tarin.dooley@trion-mma.com