Personalized benefits communication: 3 ways to make it happen
Benefits communication efforts falling flat? You may want to try personalizing the information to fit workers’ different needs.
Reason: More than half (55%) of employees said their company’s benefits communication doesn’t help them understand how they would pay for specific service or educate them on their benefits options.
That’s according to MetLife’s 13th annual “Employee Benefits Trends Study.” To help with your firm’s personalization efforts, here are three tips from Benz Communications’ Kelley M. Butler:
1. Pseudo personalization
If you don’t have the time or resources to completely personalize your materials, simply adding each employee’s name can help bolster their benefits engagement.
Example: “Diane, coming to open enrollment on Thursday? Check out this FAQ first.”
2. Versioning
Butler describes versioning as creating multiple versions of one piece of info or multiple versions of a campaign based on your employee demographic data.
Some examples: HSA-account-holders vs. no HSA; saving up the annual limit each month vs. spending the entire balance each month, etc. This may take extra time but it shows workers how their specific benefits apply.
3. Employee ‘personas’
Here, personas or “someone-like-me” employee types are created using names, company department/positions, family status and other characteristics workers can relate to.
From there, benefits info is tailored to those personas.
