Five ways to create accessible and inclusive reward and benefits communications
Effective reward and benefits communications are crucial to engage employees with the great benefits their company offer and demonstrate the value they provide as part of an attractive remuneration package.
But one size rarely fits all, so a keen focus on communicating benefit information with purpose, passion and in a way that’s accessible to all, regardless of background, gender identity or ability, is the key to successful engagement.
At DrumRoll, we follow these five steps as standard, to make sure we deliver communications designed for everyone.
1. Use universal language
Write all communications with real people in mind using language they know and understand.
Use a conversational style - writing in the first person, keeping communications short and simple, and avoiding industry jargon or acronyms.
So instead of saying “A Benefit in Kind (BIK) is a form of benefit whereby taxation is levied on non-monetary compensation provided by employers to employees.” we might instead say: “Benefits in kind (BIK) are non-cash benefits, such as private health insurance, provided to you by your employer and are treated as taxable income.”
By simplifying the language and the message, we’re helping employees understand what their benefits are. After all, if they don’t understand what they are, why would they choose them?
Also use more inclusive language - instead of using terms like husband or wife, say partner or spouse to avoid making assumptions about someone’s personal life.
2. Tailor communications
Accessibility plays a vital role in inclusive communication, which is why all communications should be designed to be adaptable.
Many employees rely on their smartphones for work-related information, so make sure benefits communications are mobile-friendly and easily readable on smaller screens.
A workforce is also likely made up of employees in different age cohorts and segmenting communications can help tailor messages to highlight certain benefits.
We can send targeted emails to new employees or expectant parents, or provide information about retirement savings options to those approaching retirement age.
It’s essential we communicate the benefits our employees would find the most valuable, at the optimal time and in the way they want.
And from an accessibility perspective, we also need to make sure we can accommodate specific requirements for larger fonts or alternative formats, so nobody gets left behind.
3. Remove barriers
Make sure communications address the needs of all employees without prioritising one group over another.
By promoting benefits that cater to a wide range of needs, employees are more likely to feel seen, valued and supported.
4. Use diverse imagery
Visual content is a powerful communication tool, but the images should reflect everyone.
Make sure to include people from diverse backgrounds so minority and marginalised groups feel represented.
Avoiding stereotypes and aiming for authentic representation of different age groups, ethnicities, abilities and family types also helps make our communications feel more relevant and relatable.
5. Encourage feedback
Inclusivity isn’t one-size-fits-all and what resonates with one group might not land with another.
An essential part of our unique ACDC (analysis, consultancy, delivery, check) approach is the Check, and we find the best way to improve communications is to actively request feedback.
This is why we ask employees if they understand the benefits offered and reach out to diversity, equity and inclusion (DE&I) groups for their input.
They can share valuable insights on what’s working and what needs improvement.
If feedback is received, take it on board and actively show how you plan to implement it.
Creating inclusive reward and benefits communications isn’t just about providing information.
By using universal language, tailoring messages, using inclusive imagery, encouraging feedback and making all communications as accessible as they can be, we can help every employee feel valued and included.
In partnership with Barnett Waddingham
Everything we stand for at Barnett Waddingham is embedded in our promise – to do the right thing. We’ve applied this meaningful principle across all aspects of our business with continued success.
