THE WHAT.
THE WHAT:
What are strategic benefits communications?
Employee benefits communications are defined as the process through which employees are informed about their benefits options and the methods to access and utilize them effectively. Benefits communication strategy is critical and should not be conflated with benefits planning; rather, it requires intentional efforts and a structured approach to truly engage employees.
Despite advancements in benefits offerings, a gap remains in communication, education, and usage of these benefits. Recent studies, including MetLife’s Employee Benefit Trends Study, underscore the necessity for improved communication, revealing that enhanced interaction could make employees feel more valued. Importantly, the shift from mere transactional interactions to strategic engagement with benefits is crucial, emphasizing the need to address employees as whole individuals with diverse professional and personal identities.
Key Takeaways:
- Strategic Communication: Beyond annual open enrollment, ongoing communication is essential, especially as employee demographics and expectations evolve, exemplified by GenZ’s preference for continuous engagement.
- Holistic Approach: Effective benefits communication should address the ‘Whole Person’, recognizing employees’ professional and personal facets to foster meaningful engagement.
- Continuous Improvement: As employee expectations shift towards more comprehensive support systems, employers must enhance how benefits are communicated, moving from a transactional approach to one that is strategic and intentional.
- Resource Investment: There is a critical need for employers to allocate time and resources to develop communication strategies that bring benefits to life and maximize their utilization.
- Empowerment through Information: Employees need clear information on selecting, using, and maximizing their benefits, necessitating communications that empower them to make informed decisions.
