Critical steps for effective benefits communications

But before launching into your benefits communication messages, here are three critical steps you must take. Commit the time to implementing these steps and you will be on the road to maximizing the return on what is likely your biggest internal investment: benefits and compensation.

1. Figure out where you are
Start with a survey, because that is how you will ascertain, and benchmark for future comparisons, what employees really think of their benefits and other forms of compensation. Find out the following:

• Do employees know what it would cost if they tried to replicate their benefits and pay for them themselves?
• Do they even understand how unlikely it is to actually affordably recreate their group plan on an individual basis?
• Are they aware that, in your industry, your compensation is above market? Or, if it is at or below market, do they understand why or what they have instead?
• Have they any idea how much it costs, per employee, to provide benefits?
• Which benefits (or other forms of compensation) are most important to them? Which ones are less so?

A well-crafted survey also communicates to employees that you care enough about them to ask their opinion. (Later, show you are listening and respond to the results.) In return, benchmark their attitudes, reveal the information gaps you need to fill and zero in on next steps.

2. Determine where you need to go
Your survey is done and you better understand employee perceptions. Now, how do you use that in your communications so you achieve your desired outcome—increasing the value of your investment in benefits? The answer lies in your overall business and HR goals.

All benefits communication actions must reinforce or complement company goals. (Although, bear in mind, sometimes you just need to tell people how to file a claim!) For example, you will communicate to do the following:

• Achieve your company mission (provide the best service, superior quality products, stabilize the organization, etc.): Do you fight with competitors for talented and promising employees? If so, use specific benefits and compensation messages to attract and keep those people.
• Navigate through a financial crisis or maximize opportunities in a growth economy: Leadership expects more! The executives who will steer your organization through the next five years look to the benefits and incentives before accepting a job.
• Nurture a particular culture such as individuality, personal expression, environmental commitment, etc.: Benefits and compensation messages must support that culture.

Always keep in mind what you are trying to accomplish as a company because that dictates the overt and nuanced messages.

3. Understand your audience and communicate accordingly
Your third important step is Communications 101: know your audience and use the communication channels that work for that audience.

Multiple factors define an audience; in addition, we have more channels today than we did a decade ago. But the following ideas should get you started on this stage of your analysis:

Demographics – An employee’s age is one important indicator of how he or she might respond to different communication methods. Many gen Y workers appreciate the latest tech communication channels: webinars, podcasts, interactive apps and more. Realistically, though, you will likely require multiple media to ensure you reach everyone, so don’t ignore the tried-and-true low-tech channels—they are still effective for many.

Current communication channels that work – If you know one of your channels for other communications works for you right now, use it for benefits, too. For example:

1. 1. A high-traffic company Intranet – Include a benefits column and call attention to it.
   2. A well-read newsletter (e- or hard copy) – Dedicate space within it for just benefits messages.
   3. Events for leadership and employees (i.e., quarterly meetings with the president) – Put benefits on the agenda. Don’t make it too detailed, but leadership must be seen to endorse the value messages on this matter.

Managers – These underutilized but influential communications gatekeepers are closest to employees. Employees rate managers as their most important information source, so use them as benefits communication ambassadors.

If you thought the three steps would be easy, you now know they are not! They do require time and consideration to execute; but then, this exercise is what leads you to best determine actual action steps to achieve company objectives.

And that’s how you will put some powerful communications behind this HR investment and likely increase your return on it.

Related stories:

• Don’t underestimate communication efforts
• 4 rules for connecting with plan members