Pension conversations that spark action: A practical playbook for HR
Pensions are one of the most valuable benefits an employer can offer, yet they’re often seen as complicated and uninspiring. In fact, it’s not unusual to hear people refer to pensions as “boring” in an attempt to make the topic more approachable.
While this might feel like a harmless icebreaker, it can have unintended consequences.
Language matters. When we frame pensions as dull or difficult, we reinforce the perception that they’re something to avoid rather than embrace. And that perception can stop your employees from taking action that secures their financial future.
Why perception shapes behaviour
The Fogg Behaviour Model tells us that action depends on two things: motivation and ability. If something feels overwhelming and unappealing, we delay it. If it feels easy and rewarding, we act. So, when pensions are positioned as complex and uninspiring, engagement naturally suffers.
For HR professionals, this presents a challenge and an opportunity. By changing the way you talk about pensions can make them feel accessible, relevant and even exciting.
Making pensions feel achievable
One of the biggest barriers to engagement is the sense that pension goals are unattainable. Hearing you need hundreds of thousands of pounds for retirement can feel impossible, especially for younger employees.
Instead of focusing on the end figure, show the power of small steps. Explain how modest contributions today grow significantly over time thanks to compound interest. Use relatable examples and visuals to make the concept tangible.
Turning pensions into a positive story
Employees respond to benefits that feel rewarding. Position pensions as a form of passive income - money working for them without extra effort.
Simple, positive phrases can make a big difference, such as: “Your workplace pension is one of the easiest ways to grow your money.”
Highlight the effortless aspects:
- Auto-enrolment means most employees are already on the journey
- Increasing contributions is straightforward
- Growth happens without additional work
This reframing taps into a trend people already love - the idea of income that builds in the background.
Reducing complexity without oversimplifying
Pensions are intricate behind the scenes, but employees don’t need to understand every detail to benefit.
Use analogies - like comparing pensions to a car engine or a smartphone. Most people don’t know how every component works, yet they enjoy the benefits every day.
Offer information in layers:
- A clear, concise overview for those who want the basics
- Signposts to deeper resources for those who want more detail
This approach mirrors consumer tech, where quick start guides sit alongside full manuals. It’s a proven way to meet different needs without overwhelming anyone.
Practical tips for HR teams:
- Avoid apologetic language (“sorry, this is boring”)
- Focus on benefits and simplicity
- Use visuals to show growth over time
- Share real-life examples of employees benefiting from pensions
The more positive and relatable the message, the more likely employees are to engage.
Words that work (and words to avoid)
Small changes in tone can transform outcomes. Keep it clear, confident and human. Positive, permission giving language makes employees feel capable rather than cautioned.
Use:
- “Your pension grows with you.”
- “Two minutes now could make a big difference later.”
- “You’re already on track - want to go a little further?”
Avoid:
- “We apologise for the boring bit.”
- “This is complicated, but…”
- “You must read all the documents before proceeding.”
Why this matters for your organisation
Pension engagement isn’t just about compliance - it’s about wellbeing and trust. When employees understand and value their pension, they feel more secure about the future. That confidence strengthens loyalty and enhances your reputation as an employer that cares.
Improve your workplace pension with specialist support. Great pension outcomes are built on good plan design and effective communication.
If you want help to audit your pension provision and engagement, get in touch with the employee benefits experts at Broadstone.
Supplied by REBA Associate Member, Broadstone
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