3 tips for better employee benefits communication
Let employees know you value them by keeping them informed about their benefits plan options, their personalized nature and how best to use them.
The rise of alternative work models like hybrid and remote work has prompted employees to reevaluate other aspects of their job to improve their work experience. One of those areas is what benefits employers provide as part of their work package. Employees today want more flexibility and choice from their employers, and that extends to benefits programs. According to an Unum study, nearly 41% of workers are likely to look for a new job with better benefits. For the younger generations, that number increases to 57% for millennials and 67% for Generation Z.
With the competitive job market and looming Great Resignation, employers must find better ways to match the needs of today’s workforce and educate them on the various types of flexible benefits available. Employee benefits go beyond basic health coverage. Benefits spending accounts can be one way companies can support the workforce where they are. These accounts are flexible in nature and can be constructed to support employee’s health, wellness and work life.
Related: Important facts about flexible spending accounts (FSAs)
Don’t lose employees to flexible benefits plans offered by competitors, especially if lack of communication is a top reason. Instead let them know you value them by keeping them informed about their benefits plan options, their personalized nature and how best to use them.
Here are three tips to keep employees informed about their benefits to help increase engagement.
1. Use an omnichannel communication strategy.
Your employee benefits packages should not be one-size-fits-all. Different programs and spending accounts cater to different demands. It’s only logical that not every employee will use the same benefits in each package. Don’t allow a lack of communication be the reason your benefits program is underutilized.
When an employee is hired, they are informed about benefits offerings in orientations and offer letters. However, it’s important to keep employees engaged beyond onboarding. Companies can take advantage of quarterly communication via email blasts and remind employees of benefits information around open enrollment. Some businesses, for example, provide various health care options. If your employees are considering a change, provide them with the necessary resources to make an informed decision.
While communication tools are necessary for a successful benefits program, it takes consistent follow-up messaging to keep employees engaged. Employees are continually checking their emails. A quarterly email reminding them of their available benefits can encourage them to use them. Perhaps something in their lives has changed in the last three months, and one of your benefits offerings matches their new requirements.
To connect with staff, several companies also use software-as-a-service tools, such as Slack and Microsoft Teams. Companies should maintain a channel for relaying benefits information. Allow your employees to talk about their savings in this channel, which can encourage others to use their benefits spending accounts.
Year-round calendar reminders are another great way to increase benefits engagement. HR leaders can set up calendar invitations around important enrollment events or promotions so that employees have consistent reminders on how they can utilize their benefits.
2. Ensure content is relevant, timely and easy to understand.
Effective engagement with employees includes promoting your available plans in a way that catches your employees’ attention. When sending email blasts or newsletters, ensure that the subject line is easily searchable and the contents of the message are compelling and offer a strong call to action. For example, on occasion you can share stories from employees who’ve saved money by utilizing their available benefits and spending accounts. You can then offer at the end of the email ways that employees can also take advantage of those savings.
Keeping things simple is the best way for employees to understand and remember their benefits. Dense compliance language and acronyms in summary plan descriptions and benefits information can be incredibly difficult to comprehend. Some common examples are health savings account (HSA), flexible spending account (FSA), lifestyle savings account (LSA) and high-deductible health plan (HDHP). Benefits language can go deep and be a blocker for employees.
It’s important that employers make benefits language approachable and easy to understand. Avoid any unnecessary jargon that is only easily understood by benefits providers and HR teams. For example, instead of using the acronym “FSA,” make sure to spell it out as “flexible spending account” and explain what it means.
Once you simplify the benefits language, add all of your offered benefits to your careers page on your company website and keep it updated. This gives your employees one consistent source of benefits information.
3. Utilize data to inform future benefits decisions.
Monitoring engagement on your benefits plans is imperative to its success and understanding benefits utilization. Companies can create a company-wide survey about benefits utilization to learn about what is useful and what is not useful. You could also offer an anonymous portal for employees to give feedback on current benefits.
Beyond surveys and portals, data analytics can also provide insight into which benefits are utilized and which are collecting dust. Using analytics software, companies can track various factors such as account expenditures, employee satisfaction, and budget usage, to measure the success of their benefits program. Companies can use employee feedback and data on benefits utilization to inform future decisions and ensure the benefits program aligns to their needs.
Prioritize thoughtful benefits communication to keep your employees engaged.
Companies who prioritize thoughtful communication with their employees around benefits programs will reap the rewards. The outcome will be employees who are happy, engaged and feel valued. Also, it’s important to not set it and forget it. Companies should keep ongoing communication with their employees so they can make adjustments to their benefits programming accordingly. Ensure your benefits programs are flexible to respond to evolving employee needs. Today’s modern workers demand and deserve it. Not only can it help you attract and retain talent, it can help set you apart from the competition.
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