Effective Benefit Communications · 2 What We’ll Cover 1 The case for effective benefit...
Transcript of Effective Benefit Communications · 2 What We’ll Cover 1 The case for effective benefit...
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Effective Benefit
Julie Adamik CEBS, CCP, CBPThe original “Benefit Nut”
(Former) Director, Benefits Planning and Design*Petco Animal Supplies
Communications
* Now, happily retired!
Click to Play Intro Loop
I am the original “Benefit Nut”… and I can prove it!
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What We’ll Cover
The case for effective benefit communications1
Five common benefit communication mistakes2
Communication emerging trends3
Case study – benefits program rebranding4
Examples of effective benefit communications 5
10 keys to better benefit communications6
Less rich benefits program communicated effectively
Rich benefits program communicated poorly
The Case for Effective Benefit CommunicationsRelationship between communication and employee satisfaction with benefits
22%
76%
Source: Towers Watson WorkUSA Study
Employee Satisfaction with Benefits Program
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We cover too much information by sending out one communication at Open Enrollment crammed with 15 different messages and a dozen benefit acronyms.
Five Common Benefit Communication Mistakes
We assume professional sounding language is better than simple “plain speak” in benefit communications.
Five Common Benefit Communication Mistakes
All I see is blah blah blah blah blah blah blah.
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We accept management’s premise that a $2,500 communication budget should be adequate to communicate a $15 millionbenefits package.
Five Common Benefit Communication Mistakes
Let’s see… that should just about cover one paycheck stuffer per employee. Great!
There’s a secret to finding the
money!
We fail to recognize that different generations have different learning styles and communication preferences.
Five Common Benefit Communication Mistakes
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Yawn… if it’s about benefits, it’s probably boring.
Five Common Benefit Communication Mistakes
Generations in the U.S. Workforce
Traditionalists1930-1945
Baby Boomers1946-1964
Generation X1965-1976
Generation Y1977-1990
Generation Z1991 & Up
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QR codes are used on print communications to connect employees to online benefit videos which can be viewed on a desktop computer, tablet or smartphone connected to the Internet.
QR Codes
Scan this QR Code with your web-enabled smartphone to access a short Open Enrollment video.
Communication Emerging Trends
QR codes are used on print communications to connect employees to online benefit videos or benefit portals which can be viewed on a desktop computer, tablet or smartphone connected to the Internet.
QR Codes
Scan this QR Code with your web-enabled smartphone to access a short Open Enrollment video.
SCANNING
Communication Emerging Trends
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Because almost all employees today have a cell phone, you should consider mobile communications such online videos, text messaging and a benefits website designed for mobile viewing.
How to Create a QR Code (It’s Easy and Free)
1. Do an online search for QR Code Generator www.the-qrcode-generator.com
2. Enter the URL where your video or other online tool is located
www.brightcove.com/Daimler_Video
3. Name your QR Code, select a format and click SAVE
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Using a QR Code in Communications
Add your QR Code to your print communications such as posters and postcards.
Be sure to include instructions where employees can download a free QR Code Reader on their smartphone.
REI highlights the key features of each medical plan using enthusiastic employee bobbleheadsand short jingles.
Click below to play
www.foryourbenefit-rei.com
Online Video
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Click below to play
REI highlights the key features of each medical plan using enthusiastic employee bobbleheadsand short jingles.
www.foryourbenefit-rei.com
Online Video
Group text messaging is an easy and fast way to reach your employees with short benefits messages such as event dates and deadlines. You can also link to online videos, websites and enrollment tools.
Text Messaging
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Benefits Portal Responsive Website
What is a “Responsive Website”?A website is responsive if it automatically adjusts the layout of the site to “respond” to the screen size of the display on a desktop computer, tablet or smartphone.
Benefits Portal Responsive Website
Benefits of Responsive Design• Your benefits website looks
great everywhere• No need to zoom on smaller
devices to read content• Easier to build and maintain a
single responsive website vs. a website of computers and a separate website for smartphones
Responsive Benefits Portal
Click below to see a demo
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Leading specialty retailer that provides the products, services and advice that make it easier for customers to be great pet parents.
Quick Facts• More than 1,500 stores• Stores in all 50 states and Puerto Rico• 25,000 employees• Vision Statement: Healthier Pets.
Happier People. Better World.
Case Study – Benefits Program Rebranding
Petco Benefits Program Rebranding
The new employee benefits brand should be:
Use everyday language, be honest
Straightforward
Friendly and approachable
Conversational
Explain benefits like you are talking to someone face-to-face
Engaging
Energetic and fun
Positive
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Petco Benefits Program Rebranding
2Letter to
Employees
10Online
EnrollmentSystem
5Open
Enrollment Poster
3Managers OE
Toolkit
4OE Employee Preview Mailer
6Company
TV Ads
7Open
Enrollment Guide
8Open
Enrollment Video
9Onsite Open Enrollment Meetings
1Leadership
Summit Handout
11Call Center
Open Enrollment Communication Touch Points
Petco Benefits Program Rebranding
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Petco Benefits Program Rebranding
Petco Benefits Program Rebranding
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Petco Benefits Program Rebranding
The Open Enrollment communication helped me
understand the benefits offered by Petco.
The Open Enrollment communication was
easy to read.
The Open Enrollment communication was
useful to me.
93%Agree or Strongly Agree
87%Agree or Strongly Agree
96%Agree or Strongly Agree
What We Learned (2,000 Employees Completed a Survey)
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“I like the new optionswe have for benefits.The coverage now is really good.”
What Petco Employees Said“The materials were absolutely fantastic compared to previous years. I really understood my choices for once.”
“It’s very refreshing to have a company provide a full explanation of the benefits offered and how it affects my pocketbook.”
“Very nice magazine. Entertaining and informative.”
“The benefits magazine was fun to read!”
“The magazine was way easier to read than any other employer’s materials.”
“I love our benefits! I really like the benefits magazine and even showed some of my friends.”
“Our benefits communication rocks! First time I ever wanted to look at an employer’s benefits booklet.”
Benefits Program Branding
Examples of Effective Benefit Communications
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Program Branding
Benefits Guide Online Flipbook
Click below to see a demo
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Open Enrollment Poster
10 Keys to Better Benefit Communications
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Clarity of MessageSay it quick and make it stick. Benefits are complicated – keep your messages simple and understandable.
10#
10 Keys to Better Benefit Communications
…to stand out, but keep company brand guidelines in mind.
Design with Flair9#
10 Keys to Better Benefit Communications
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8#10 Keys to Better Benefit Communications
Excite Your AudienceThe ultimate goal is to excite and engage your employees.
Keep Communications HonestBe open and honest. Dispel fear and suspicion.
7#10 Keys to Better Benefit Communications
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Did someone say “chick flick”? 6#
Communication ChannelsAim for multiple touch points using a variety of media –incorporating video whenever possible.
10 Keys to Better Benefit Communications
Audience TypesRecognize that different generations have different learning styles and communication preferences.
5#10 Keys to Better Benefit Communications
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Explore Social Media Toolsto expand your reach and create new opportunities to connect with your
younger workforce.
4#10 Keys to Better Benefit Communications
10 Keys to Better Benefit Communications
Listen and ShareDevise mechanisms to listen and gather feedback. Share feedback with your employees.
3#
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Improve and EnhanceAdapt communications according to feedback and success.
2#10 Keys to Better Benefit Communications
And finally, the #1 key to better
10 Keys to Better Benefit Communications
benefit communications is ...
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Tillman the Surfing Bulldog | www.youtube.com/user/tillmanskateboarding/There’s no rule that says benefit communications have to be boring.
1#
questionsJulie Adamik CEBS, CCP, CPBSan Diego, [email protected]
951-567-3322 (Pacific Time)
COMMUNICATIONS CONSULTANTBrian LexmondLexmond [email protected]
619-296-1578
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Petco Workforce Com
munication Channels
Updated 01-11-13
Comm
unication Channel Description
Audience O
pportunities Frequency
Executive & M
anagement Com
munications
Monthly Leadership U
pdate (M
LU)
Monthly m
eeting for Directors and above at corporate offices, DMs,
regional HR partners, animal care m
anagers, etc. from field
See description Can provide brief updates to upcom
ing benefit initiatives/rollouts as needed
Monthly
Monthly O
perating Review
(MO
R) M
onthly business review for VPs and above at corporate offices and
VPROs from
field See description
Can provide brief updates to upcom
ing benefit initiatives/rollouts as needed
Monthly
Leadership Emails
Emails distributed on an as needed basis
Audience based on subject m
atter TBD
As needed
Store Comm
unications Action M
emo
Provide direction and labor time for stores to com
plete a project, event, training, etc. M
essage content should define purpose of the action and outline steps for task com
pletion.
Store managem
ent &
associates Are Action M
emos being used
today for major benefit events
like Open Enrollm
ent?
As needed
New
s Posting Convey inform
ation for awareness, but m
ust not require any type of action for stores. Deadline request is 3 p.m
. CT for next-day postings. Avoid Friday-afternoon postings unless m
essage is urgent.
Store managem
ent &
associates Are N
ews Postings being used
today for major benefit events
like Open Enrollm
ent?
As needed
Store Mail
NSC m
ailroom sends one FedEx box to each store every W
ednesday. Box regularly includes Ad Set and pricing m
aterials. Additional items
can be included as space allows.
Requests forms due in m
ailroom on Thursday prior to follow
ing w
eek ship date. Item
s are due in mailroom
by 12 noon on Monday of ship w
eek. Em
ail an inclusion/exclusion distribution list to the mailroom
Send com
munication to stores regarding delivery and use of item
s.
Store managem
ent &
associates Do DCs also receive w
eekly FedEx shipm
ents from N
SC mailroom
? Sent out w
eekly to stores
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Comm
unication Channel Description
Audience O
pportunities Frequency
Associate Comm
unications
Benefits At-a-Glance Flyers U
sed for recruitment purposes and given to job applicants for a quick
overview of the benefits available and associate contributions.
Job applicants Develop a sim
ple applicant total rew
ards calculator that a recruiter can use w
hen meeting
with a candidate to show
a candidate their potential total com
pensation based on benefit elections and com
pany-paid benefits.
Ongoing
Electronics New
Hire O
nboarding Process
Collection of forms, policies and docum
ents that new hires m
ust review
or complete as part of the onboarding process.
New
ly-hired associates Incorporate enhanced benefits inform
ation into onboarding process; link to short benefits elearning videos
One tim
e during initial onboarding process
Barking About Benefits M
agazine Q
uarterly benefits magazine used to cover a range of benefit topics
giving employees useful tips and inform
ation on how to use their
benefits, live healthy, provide links to additional online tools and resources. M
ailed to associates’ homes.
Associates Establish key topics/articles for each quarterly m
agazine for 2013 along w
ith high-level production schedule. U
se 4th quarter
magazine as part of O
pen Enrollm
ent materials.
Quarterly
Brochures, Postcards and M
ailers Designed for specific target audience(s) and w
ith customized
messaging
Example: Tri-fold self-m
ailer sent to new hires w
hen they become
eligible to enroll in their benefits. Exam
ple: Open Enrollm
ent comm
unications for Hawaii associates
Associates Define key benefit events for the 2013 and determ
ine whether a
brochure, postcard or mailer is
appropriate to comm
unicate inform
ation about the event
As needed
MyPetcoBenefits.com
O
nline application outside company firew
all used primarily for
benefits enrollment. Includes benefits inform
ation, forms and a total
rewards application.
Associates
Revamp total rew
ards application
Consider added user functionality (if keeping m
ore than a year)
Ongoing
Online Benefits eLearning
Video Library Series of short videos highlighting the key features of each benefit program
. Post videos outside company firew
all so employees can
access outside of work on any w
eb-enabled device (PC, tablet, sm
artphone, etc.)
Associates Build benefits video library that can be used for new
hires and during O
pen Enrollment
Used prim
arily by new
hires and during O
pen Enrollm
ent
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Comm
unication Channel Description
Audience O
pportunities Frequency
PetNet
Designed to comm
unicate company new
s and information about
HR/Benefit programs available to all associates w
ho have access to the netw
ork. Can also be used to collect associate survey inform
ation as needed.
Associates with access to
the network
Establish schedule and topics for m
onthly benefit articles that align w
ith Petco TV monthly
benefit advertisements
Information and
articles can be updated as needed
Petco TV Video m
onitors advertising HR and company-w
ide programs and
services. Can be used to advertise benefits and wellness tips as
needed.
Associates at NSC &
SSC Expand to other Petco locations Com
municate new
programs;
Develop series of monthly
benefits/wellness tips
As needed
Benefit Vendor Websites and
print comm
unications m
ailed to associates’ homes
Tools and resources to help associates manage their health, save for
the future, access services, etc Associates enrolled or eligible for benefits
Review com
munication touch
points, vendor microsites and
information provided by each
vendor along with tim
ing and m
edia used. Advertise vendor tools and resources in all internal benefit com
munications.
TBD