From awareness to engagement: how to optimise comms for protection benefits
In today’s rapidly changing work environment, human resources (HR) and communication professionals need to work closely to ensure employees are aware of and understand the protection products available to them.
Several protection benefits help safeguard employees’ physical, financial, and mental wellbeing:
- Group life assurance (supporting employees’ families/dependants if they die)
- Group income protection (supporting the employee – and by extension their families – if they are unable to work in the medium/long-term due to illness or injury)
- Group critical illness (short term support for the employee upon diagnosis of a serious illness, to mitigate short term financial stress/anxiety)
- Healthcare protection - (helping employees to take care of their physical and mental health and address any health issues that may arise)
The power of communication
These benefits demonstrate to employees that they will be looked after should the unexpected happen. However, simply offering these benefits is not enough.
Clear and comprehensive communication about protection products is vital for several reasons. Firstly, it instils trust and confidence in the organisation, highlighting the commitment to employees’ wellbeing.
Secondly, it ensures that employees have the information to make informed decisions about their benefits, leading to increased satisfaction and engagement.
Lastly, effective communication helps mitigate risks associated with misunderstanding or underuse of protection products.
Know your audience
To communicate protection products effectively, human resources professionals must have a deep understanding of employees’ needs, preferences and demographics. Different generations may have distinct priorities and communication preferences, requiring tailored approaches.
Using surveys, focus groups, or informal conversations can provide valuable insights into how employees perceive and engage with protection products. By considering employee perspectives, HR professionals can design benefit and communication strategies that resonate with their target audience and complement each other.
Take a multichannel approach
Communication should not be limited to a single channel. Instead, it should be diverse and accessible. HR and communication professionals should know what channels work best in their organisation and use a combination such as email, intranet portals, digital displays, and social media, to reach employees effectively.
Tailoring messages for each channel is essential to ensure consistency while accommodating different communication styles and preferences. Additionally, using multimedia formats, such as videos or infographics, can enhance understanding and engagement.
Keep it simple
Protection products often involve intricate details and technical jargon that can overwhelm employees. HR and communication professionals should strive to simplify complex information to ensure understanding.
Breaking down benefits into digestible segments, using plain language and providing real-life examples can greatly enhance employee understanding. FAQs, glossaries, or online resources can be used to address common queries and provide further clarity.
Personalise your communication
One size does not fit all when it comes to communication. Segmenting employee groups based on demographics, job roles, or life stages can allow for targeted messaging which can ensure messages are more relatable and engaging. Additionally, sharing success stories or testimonials from employees who have benefited from protection products can inspire others and create a sense of relevance.
Technology for continuous engagement
Technology plays a crucial role in enabling continuous engagement and communication. HR and communication professionals can use digital platforms, such as mobile apps or employee portals, to provide employees with easy access to information about protection products.
Regularly updating these platforms with relevant content, timely reminders and interactive tools can reinforce understanding and encourage employees to take advantage of their benefits and the often-related additional services.
Training and education
Investing in training and education programmes is essential to maximise the impact of protection products. Workshops, webinars, or lunch-and-learn sessions are useful ways to educate employees about the nuances of different benefits and how to make the most of them.
These sessions can be linked to events taking place during a calendar year or an organisation’s financial calendar to help with planning and message alignment. Collaborating with benefit providers or topic-specific experts can enhance the credibility and effectiveness of these initiatives.
Lockton People Solutions help businesses of all sizes define their communication and benefits strategy to design their programmes to reflect their business needs. For more details of our products and services, visit our Global People Solutions page.
Supplied by REBA Associate Member, Lockton People Solutions
Lockton provides creative people solutions that make life better, for your business and your people.
