Multi-Generational Benefits - Part 2: Communication
Companies spend significant dollars on their employee benefits, but too many only review their offerings once a year right before their annual renewal. This rushed review process doesn't provide enough time to learn about additional offerings (see Part 1) that could help address your employees’ financial concerns.
There are a lot of products in the marketplace and offering too many can be overwhelming. Once you have your long-term strategy in place, you need to develop a multi-generational communication plan to help the four generations of employees in your workforce better understand the new offerings and maximize the value of the dollars you spend on employee benefits. How can employees value something they don’t understand?
Our very own benefit communications guru, Melissa Erenberg, wrote a blog last summer highlighting the fact that when communicating, we only have eight seconds to get our audience’s attention. Eight seconds is a trophy for a bull rider in a rodeo, but a ton of pressure for a writer like me!
With the limited time you have to keep someone’s attention, you need to make it count by knowing your audience. The workforce today is the most diverse it's ever been. We have four generations of employees to communicate with, and they each have their own unique priorities and goals.
- Baby Boomers prefer to talk to someone about their benefit questions. Conducting small group meetings or making a call center available will help address this individualized communication preference.
- Generation X has adapted to technology, but still wants the ability to talk with someone. Small group meetings or call centers will greatly complement an online enrollment system.
- Millennials thrive with technology and prefer receiving text messages to emails. Sending updates through texts with links to web content is eight times more likely to get their attention.
- Generation Z doesn’t know a world without the internet. They expect advanced technology, not the same old online enrollment systems with which we’re most familiar. Interactive decision-making support tools, like Jellyvision, can take your online enrollment system to a new level.
No matter the age, all employees desire a personal touch in their communications. By offering multiple approaches to get employees’ attention, you’re more likely to get a higher satisfaction rating in your benefit offerings and maximize your return on investment. For more information on benefits communication, contact a member of the 'A' Team.
- Multi-Generational Benefits - Part 1: Money, Money, Money
- Multi-Generational Workforce Q&A Video
- Case Study: Jellyvision Saves the Day
- Um, I Don't Get It!?
- Communication - A Year-Round Pastime
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