Employee benefits messaging has never been more important. Here’s how to get it right...
As the scramble for talent continues across multiple industries, a thoughtful benefits package remains a key factor in attracting and retaining employees. People are actively looking for organisations that support their physical and mental wellbeing, and which offer flexible options to suit different ages and life-stages.
Progressive organisations are responding to that desire for individualised benefits, recognising that in supporting their employees’ health, they enhance employee engagement. That, in turn, increases their own productivity, builds their reputation, and helps to position them for ongoing success.
The truth is that there is a symbiotic relationship at play here. Investing in your employees in the ways that matter most to them, means they invest more in you. But to optimise that process, it’s critical that your benefits are communicated effectively.
Listen to what your people want
All good communication starts with listening. The simple act of asking employees which benefits matter most to them, and why, sends a clear message that their wellbeing is important to you.
Use surveys and focus groups to ask questions about the benefits you already offer and which benefits they would like to see in the future. Communicate the results and explain what actions you are going to take in response to them.
These types of comms build awareness of the benefits you already offer, and the value you place on your people. They enable you to understand what your employees want and why.
Emphasise the link between your company values and your benefits
Businesses that recognise the value of every individual will want to empower them to succeed – enabling them to work at their best, by supporting their physical, mental and financial health.
For many businesses, this people-centric aim is reflected in their company values. This shows your people that you have thought about why benefits matter, and that they really mean something within your workplace culture. It makes what you’re doing authentic.
It also reinforces the importance you place on your values, because it helps to show that they’re embedded in every aspect of your business. That makes your business more attractive to today’s talent – research has found that millennials are 11 times more likely to leave their job than Gen Xers if they believe it lacks meaning.
Communicate the outcome of your benefits
By focusing on the impact and outcome of your benefits – explaining why you offer particular perks – you create a positive and emotional message around each benefit, which emphasises its value.
- Why flexible working? Because it supports every individual to work in the ways that they find most productive and to make time for other activities that bring them joy.
- Why extended parental leave? Because your company understands the importance of flexibility for families and wants you to be able to give your best at work and at home.
- Why employee assistance programmes? Because when you are supported to be at your best, our company can be at its best.
Celebrate your benefits
A simple but important point – use engaging, creative comms to celebrate your benefits. Use storytelling to highlight how colleagues are taking advantage of perks to improve their work/life balance. Create short videos to showcase the wealth of benefits options. Run funny poster ads to direct employees to your benefits microsite.
If you have a window for selecting annual benefits, run comms campaigns to advertise that the window’s about to open, is open and is about to close. Make sure you’re reaching your audience by aligning your HR and marketing teams. If you’re expanding compassionate leave, create a campaign around it. If you’re introducing a wellness programme, include messaging about your additional wellness benefits.
Everything that your organisation does to benefit its employees can be thought of as a benefit. So, think big! Running a focus week? Link it to benefits that support time to think and re-energise. Offering volunteering opportunities? Link it to benefits that enable charitable giving, match-funding or time off to support key communities/causes.
Great benefits enhance employee wellbeing. Great communication optimises their impact – for your business and for your employees.
In partnership with Buck
Buck is a global, integrated HR consulting, benefits administration & technology services provider.