The employee benefits firm is urging employers to keep their communications simple, engaging and tailored to their audience. If they don’t, employees will view the package on offer as worthless.
So what are the issues?
- Confusing the matter. It’s common for firms to present staff with too many cluttered slides, reams of paper and follow-up reading when all the audience wants is something simple to look at. Take pensions for example, we all know it can be complex and full of jargon, but this doesn’t mean it has to be presented in this way. Last month PWC reported 59% of people are put off from saving more into their pension because of a lack of understanding of how the pension system works (this figure is higher amongst females and those aged 18-34). Employers must clearly explain the issues; if they’re unable to do so, find someone who can.
- Losing the audience. There are three types of people you’re pitching to; visual (prefers informality and images), auditory (formal and likes lists) and kinaesthetic (prefers interacting). Communicate in one way and you’ve lost two-thirds of your audience. Engage your audience with a mix of communication techniques such as interactive pdfs, short presentations, videos and animations. And make everything tablet and mobile ready.
- One size will not fit all. Workforces are multi-generational with people at different life stages, so why give them the same information? Segment your content so it’s tailored to each recipient’s needs. A recent Lemonade Reward survey found young, free and singles’ main concern is getting on the housing ladder, for young families it’s protecting their families if the worst happens and for mature families/pre-retirees, it’s wanting to be able to stop work while they’re still healthy. Pre-retirees are equally keen for their pension pot to last as long as they do. Our survey showed only one in three firms discuss topics relevant to each life stage.
A win, win scenario
Clearer communications ensures better staff engagement and enhances their appreciation of the benefits’ value. This in turn gives the business a greater competitive edge, leading to higher retention levels. So let’s move away from the traditional print-orientated approach, much-loved by so many, and create simple and eye-catching material; it’s far more effective.