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Want to Refresh Benefits Communication? Try Thinking Like a Marketer

Patrick Ball on June 24, 2015 04:16 PM

If it’s in the employee handbook, and there’s nobody who wants to read it, does it exist?

Not exactly the type of thought experiment you want HR noodling. But such are the times.

For today’s modern workforce, employee handbooks are at least as likely to be tossed aside as they memorized. About half of Millennials haven’t read most of their handbooks, and more than a third don’t even know where theirs are, according to a report from GuideSpark.

Handbooks are the low-hanging fruit. Really, most traditional employee benefits communication methods could use a refresh. On the plus side, tightening up your employee communication can produce far-reaching results, including driving engagement, loyalty and organizational performance.

So how do you get started?

Try thinking like a marketer. Here’s a snapshot of what that means:

  1. Think of Your Employees as Consumers
    Your employees are hit with information from all angles, so you need to make sure yours stands out. Use language and materials that connect with their wants and needs.

    Learn More: Your Employees Don't Care About Their Benefits Programs

  2. Segment Your Audience
    Remember that your employees – like any consumers – respond best to campaigns and communications that they relate to on a direct, personal level. Don’t be afraid to promote child care benefits directly to new parents, tuition reimbursement to recent grads, and so forth.

  3. Test and Iterate
    As you get into marketing mode and start to try new things, make sure not to ignore analytics. Collect data on your tests and analyze the outcomes to help measure the effectiveness of your campaigns and inform new strategies.

Download our free guide to learn more about how to incorporate more marketing principles, like targeted life-stage marketing, themed campaigns and data analytics to your benefits communication strategies.  

Employee Benefits Communication