Creating a communication strategy to improve engagement, recognition and motivation
Businesses that offer benefits, ranging from flexible working to health insurance and mental health support, will reap the rewards of staff that are happier, healthier, more fulfilled and more likely to stick around.
Offering employee benefits are also instrumental to driving productivity, contributing to a healthy work-life balance and optimal physical, emotional and social employee wellbeing.
Despite the clear advantages employee benefits offer, REBA’s Benefits Design Research 2024 found that more than a third (36%) of employers believe their benefits communications require urgent attention. The same research says half of employers are planning to undertake a large-scale project to improve this.
Only through effective communication can employers hope to engage employees with their benefit offerings to improve their return on investment, increase their benefits usage and prove the value that employee benefits bring to an organisation.
Why employee benefits matter
Benefits packages that directly address issues faced by today’s employees, such as financial planning assistance amid a cost-of-living crisis, for example, indicate that an employer values their employees’ health, wellbeing and work-life balance.
According to Globacare, 69% of employers will favour a job with better benefits when choosing between two offers, with 75% of existing employees more likely to remain with their current employer because of their existing benefits.
The knock-on effect of high job satisfaction also extends to increased motivation and productivity.
Depending on the benefits offered, employees that are receiving support with their mental and physical health through employee assistance programmes (EAPs), or are granted the freedom of flexible working arrangements, are far more likely to come into work as their best and most productive selves.
Effectively communicating benefits to staff
Even the most comprehensive and generous employee benefit offerings simply won’t get used unless effectively communicated to staff.
Employers must be clear on what they want to achieve through offering the benefits package as well as the messages they wish to convey to staff.
Defining your messaging is a great place to start as this ensures employees receive the same message helping them to understand what is available.
As part of the planning process, it is also crucial to identify what channels communication will be delivered through and when this will happen.
Communicating the available benefits through multiple channels to maximise awareness and engagement, is key.
Purposeful communication through a combination of online and offline channels, such as through SMS messaging, email, social media, posters, workshops and webinars or companywide events, ensure that employee benefits are communicated to both desk and deskless workers.
An inclusive and personalised benefits design
Aside from developing a regular and effective communication strategy, ensuring that the communication of benefits available are personalised to each employee increases the likelihood that the message will be received.
Rather than sending a generic email, for example, tailoring a message indicates that an employer knows and cares about each individual member of staff.
Taking the time to consider different kinds of messaging depending on your employee base can also help to personalise communications to ensure effectiveness.
Segmenting your employees by work location, generation, job role and department or seniority can allow employers to tailor messaging to employees.
For instance, if employees are at retirement planning age, consider targeting this employee demographic with information about the retirement planning benefits you offer.
Communication is key
While a well-structured employee benefits package is essential, its true value lies in how effectively it is communicated and personalised to meet the diverse needs of the workforce.
Ultimately, ensuring your employee benefits are successful and provide good return on investment, relies on offering benefits that truly resonate with staff that are communicated regularly and effectively.
When employees feel genuinely supported through accessible and well-communicated benefits, they are more likely to feel valued, motivated, and committed to their organisation.
