A recent study found that the number of companies using internal communication programs to encourage employee participation in benefits programs is on the rise.
According to Watson Wyatt’s 2007/2008 Communication ROI study, more than twice as many employers (53%) used communication tools such as meetings, special mailings and printed materials to increase enrollment in benefits programs than in 2003. The study also shows that the number of employers who collected information to assess the perceived value of benefits programs has increased to 50% last year from 34% in 2003.
“As more companies take steps to rein in health care costs and update their benefit offerings, the need for better communication is becoming clear,” said Kathryn Yates, global director of communication consulting for Watson Wyatt. “Companies expect employees to assume more responsibility for their financial and personal health, so it’s important to provide them with the resources to make informed decisions.”
But while employers are increasing communication strategies in some areas, they have decreased efforts in others. For example, the study found that fewer employees received education about their individual retirement goals than four years ago. In 2007, 47% of companies offered personalized education materials on income needs in retirement, compared to 58% in 2003. In addition, the number of companies allowing employees to provide input on how work gets done fell by five percentage points.
The study includes the responses of 264 companies representing more than 6.2 million employees around the world.
Top Five Positive Trends in Communication
| Trend | Percentage point increase |
Organizations Implementing (2003) |
Organizations Implementing (2007) |
| Takes action to increase employee enrollment in benefits programs | 27% | 25% | 53% |
| Regularly measures employee behavioral change | 24% | 29% | 53% |
| Employees use Web technology to gain access to training/ development tools | 20% | 37% | 57% |
| Collects information to assess perceived value of employee benefit programs | 17% | 34% | 50% |
| Involves internal communication in organizational change | 16% | 47% | 63% |
Top Five Negative Trends in Communication
| Trend | Percentage point decrease |
Organizations Implementing (2003) |
Organizations Implementing (2007) |
| Offers personalized education materials on income needs in retirement | 11% | 58% | 47% |
| Implements a new communication initiative to support change | 7% | 38% | 32% |
| Gives employees the chance to provide input on how work gets done | 5% | 33% | 28% |
| Provides a systematic orientation for new hires | 5% | 51% | 46% |
| Explains the reason behind major decisions | 4% | 66% | 62% |
Source: Watson Wyatt
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