In today's ever-changing workforce, benefits are evolving at a rapid pace. From flexible work arrangements to mental health support, employers are recognizing the importance of offering comprehensive benefits packages that will attract and retain top talent. Yet offering these advancements may not be enough.  There is still the challenge of ensuring that employees are fully informed and educated about all their benefit options.

According to Employee Benefit News’ The State of Healthcare 2024, only 31% of employees who took a healthcare literacy quiz (i.e. what is a deductible, copay, etc.) scored over 70%!¹ Obviously, employees need more benefits information and education to make better consumers of their benefits. 

Stay ahead of the curve with and get the most out of your internal communications (emails, social media, intranet, etc.) by incorporating:

• Personalized messaging
• “What’s in it for me” is for everyone. Email overload is a common problem for many businesses today. On average, an employee receives as many as 75 emails during the workday compared to the 25 emails they send.²
• Tailor your content based on the audience and/or individual – either by specific eligibility, life stage, or individual preferences. This way you can ensure that critical information reaches the right employees at the right time. Don’t forget to personalize your email’s subject lines as well! If you have a benefits website, you can create different versions to target specific locations or departments.
• Use the data you have. Employees are much more likely to pay attention to communications that include their specific information, for example their current benefit elections, beneficiaries, or compensation. According to MetLife’s 2023 Employee Benefit Trends Study, 50% of employees report that a better understanding of their available benefits and coverage levels would make them more loyal to their employer.³ And think about the time savings (plus decreased productivity) if employees had all their benefits information in one place instead of having to search vendor by vendor!
• Unnecessary communications are a disruption and distraction, decreasing productivity and increasing disengagement.  

	The after example has been personalized and broken out into more visual sections, making the content easier to read and understand and more effective.

• Interactive and personalized videos
  • Let’s get visual! According to HubSpot, when people hear information, they likely only remember 10% of that info three days later. But, when paired with a relevant image, people retain 65% of that same information.⁴ In this TikTok era – short, specific, and targeted videos are key to getting information out in an engaging manner. These can be sent directly to emails via email. Video allows complex information to be simplified and conveyed more effectively. Content can be broken down into easier to understand sections. (For example, if you want employees to enroll in the new High Deductible Health Plan (HDHP), explain the cost savings of a Health Savings Account (HSA).)
  • Tell a story! Videos with compelling and relatable narratives can create connections, resonate emotionally, and captivate their interest. Plus, stories are easier to understand and follow along.
  • Video can have a powerful emotional impact, with visual cues – such as emotions, tone, facial expressions – increasing and driving employee engagement.
  • Videos can now be personalized with your data and can also be interactive where employees see specific information based on their selection. With this you get the benefit of personalization, interaction, and eye-catching visuals!

• Digital platforms
  • Is there an app for that? Consider investing in an employee communication app so employees always have ready access to benefits and company information.
  • Do you have a robust, mobile friendly benefits website or Intranet? Have a one-stop reference point for all things benefits-related that can be accessed easily at any time, from anywhere – and can even be personalized (for example, a single log-in to access their targeted plans and enrollment options during Open Enrollment or for new hires as well as a microsite to access their personal total compensation statement).
  • Want to reach employees, wherever they are? Consider virtual events to engage employees and help them make informed decisions about their benefits.
  • Use digital communication apps (like Slack or Teams) to ensure round-the-clock connection and collaboration.

It's clear that a combination of evolving benefits and innovative communication strategies is needed to keep up with the changing workforce.  Don’t wait until Open Enrollment to let employees know what’s new and changing, keep communications ongoing so that they are in the know and consistently engaged. It’s important to take the time to know your audience and tailor your communications to meet their needs.

• What are the demographics of your workforce?
• Do they prefer print or online communications?
• Should your communications be translated into other languages?

Employers must prioritize benefits knowledge and find creative ways to educate and engage employees about their options. By staying ahead of the curve and embracing new trends in benefits communication, employers can ensure that their workforce is well-informed and empowered to make the most of their benefits.

Jessica Palazzo, President & Founder, Spitfire Communications
mySpitfire.com
[email protected]

¹https://www.linkedin.com/pulse/employee-benefit-news-publishes-state-healthcare-2024-report-ffkhe/

² https://emailanalytics.com/email-productivity-benchmark-report/

³  https://metlife-prod-2019.adobecqms.net/about-us/newsroom/2023/september/employees-who-want-happiness-and-stability-cant-overlook-benefits/

⁴ https://blog.hubspot.com/marketing/visual-content-marketing-strategy