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Benefits communication – you can’t reach them all

Benefits communication – you can’t reach them all

There’s a saying, “You can please some of the people all of the time and all of the people some of the time, but you can’t please all of the people all of the time.”

Something similar could be said about employee benefits communication and benefits meetings in particular, “You can reach some of the people all of the time but you can’t reach all of the people all of the time.”

It’s not necessarily due to a lack of effort, but rather some basic forces that make reaching “all of the people all of the time” unlikely for most organizations. What are some of these forces? Well, for one, many benefits meetings are poorly attended. People are sick that day or other conflicts arise. Many workers are now working from home and don’t come in for the meeting. Then there’s field staff, multiple location employers, shift employees, and maybe the biggest missed audience – dependents at home that are the employee benefits decision makers.

So to maximize reach, employers need to use multiple types of communication and create multiple opportunities for “content consumption.” Many employers are doing this today, but according to a survey by Benz Communications, nearly half of all employers are not satisfied with their employee benefits communication strategy.

Big opportunities for improvement include opening channels such as benefits websites outside company firewalls to reach dependents at home directly. Begin using video and other interactive tools to increase engagement.

Recognize that we all have different preferences for how we consume content and employers need to respond to these preferences to maximize their communications effectiveness.

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Communicate employee benefits with video!