The essential ingredients of a global benefits communication strategy
But it can be hard to create communications that really speak to employees. And this is an even bigger challenge when your workforce is spread across the country, continent, or even the globe. We’ve identified five essential ingredients in the recipe for a successful global benefits communication strategy:
- Understand your audience
Does a one-size-fits-all approach ever really work? Not with a communication strategy, and definitely not for a global one. Languages, social norms and customs all play an important part here. You should make sure you are familiar (and comfortable) with the differences in culture that might exist across your global workforce, and what their communication preferences might be.
Getting a handle on who you’re actually speaking to, and how you need to do it, is the critical first ingredient. By working out who all the different groups of people are, you’ll have a better idea of how best to communicate with them, and any languages or cultural differences you need to be aware of and respect.
It can also give you better understanding of which benefits might be more valued in certain areas, therefore which should be central in your communication strategy depending on location. For example, in a country that doesn’t have free or subsidised healthcare, health insurance could be a highly valued benefit. - Keep it simple
Following on from understanding your audience, your communication strategy should be simple and easily adaptable. Whereas your overall strategy might come from a central or head office, this should be flexible enough to adapt across different locations, based on the local needs and preferences.
Keeping global communications simple will help with tailoring them to suit local audiences. After all, in an organisation with multiple locations, employees want to feel like whatever you’re talking to them about is relevant. Too often, messages from head offices become diluted the further down they are shared. Being able to tailor and customise communications, and encouraging local leaders and managers to do so, will help your messages stay relevant. - Make accessibility easy
The way people access information in your organisation is an important consideration, when designing your communication strategy. You will probably need to take a multi-channel approach, as preferred communication methods are likely to vary by location.
In the past, disseminating messages across multiple locations has been tricky. But so many solutions now exist for making connectivity and communication easier. And in a global communications strategy, these come into their own. Workplace collaboration tools like Yammer or Workplace by Facebook, or hosting webinars about benefits that can be recorded and replayed, can really help effectively spread your message far and wide, and can also help overcome time differences. - Maintain momentum
It can be easy for communications to peter out after a big bang launch. When communication wanes, enthusiasm, excitement and appreciation for your carefully-crafted benefits offering can too, regardless of people work. So you need to keep the momentum going. Employees need to be reminded of what’s on offer, alongside the pay elements of their package.
Commit to communicating regularly – little and often is key. We don’t mean bombarding employees with new messages every week, nor should you overload them with information. Break your communications down into simple, bite-sized chunks, so employees can get all their need-to-know information efficiently – especially important when time is precious. In terms of frequency, you could consider aligning your benefit communications with company initiatives or national campaigns. - Ask for feedback
The final piece of the puzzle is asking for feedback from employees. Where we start with understanding the audience, this last ingredient helps to close the circle. It’s important to get employee feedback on two areas, to help inform and develop your global communication strategy.
Firstly, gather opinions on the benefits offering itself. Is it meeting the needs of your workforce? Are there some changes that need to be made in some locations, to make benefits more relevant to employees? Secondly, find out if your communication methods, styles and messages are working. Who is aware of the benefits you’re offering, and who isn’t? Are your communications reaching people they way you intended? The only way you will truly know is by asking employees.
Developing a global benefits communication strategy can be challenging. With these essential ingredients in your recipe book, you can begin to craft a strategy that will ensure your communications are heard, wherever in the world your employees are. For further guidance and inspiration on communicating benefits, check out this REBA/Simplyhealth technical guide.
This article is provided by Simplyhealth.
Reference
- Simplyhealth Health and Wellbeing Benefits Guide 2017
In partnership with Simplyhealth
Our health plans make it easy for people to maintain their health&wellbeing.
