Perception is Reality: Best Practices in Benefits Communications

Presenter Name

June xx, 2014

Presenter Contact Info

INSERT SESSION

TITLEMary Schafer

June 23, 2014

Vice President, HCM Strategic Services

ADP

Perception is Reality:

Best Practicesin Benefits

Communications

2

© Copyright 2014 ADP, Inc. Proprietary and Confidential

Today’s Discussion

• Workplace and Workforce Dynamics• The Case for Communications• Audience• Messaging• Vehicles• Best Practices: Examples• Measurement

Mary Schafer | June 23, 2014

3


Workplace and Workforce DynamicsMary Schafer | June 23, 2014

4


The World We Work

71 percent of workers are “not engaged”

84% of leaders say disengaged employees are one of the three biggest threats facing their business…

Sources: *Gallup, **The Economist


5


And, Yet…

Only 12 percent of leaders are working to address it …

Source: The Economist


6


The Case for Communication

“It usually takes me more than three weeks to prepare a good

impromptu speech.”

- Mark Twain


7


The Case for Communication and Education

• Effective communication is one of the most important drivers of employee engagement*

• Employees must be aware of decisions that affect them* - like benefit choices

• Communications are more challenging than ever:

• Expectation of personalization• Complex ACA and benefits information

• Multiple communication channels

*Source: Corporate Executive Board, Internal Communications


8


The Hefty Cost of Not Communicating Well

It adds up to major money!

• Estimated cost of employee misunderstanding• Actions or omission, misunderstood/misinformed

• Policies, processes, job function

Estimated lost productivity cost per worker annually resulting from communication barriers


$37 Billion

$26+ Thousand

Source: The Holmes Report: David Grossman, ABC, APR, Fellow PRSA, is author of You Can’t Not Communicate and the follow-up, You Can’t Not Communicate 2.

http://www.tourism-review.com/temp/page_detail_zoom_1777.jpg

9


Show Me the Money

For Example:• Best Buy: higher engagement scores led to better

store performance• Individual stores saw an additional $100,000

annually for every ONE percentage point increase in engagement


Source: The Holmes Report: David Grossman, ABC, APR, Fellow PRSA, is author of You Can’t Not Communicate and the follow-up, You Can’t Not Communicate 2.

Companies with highly effective communicators have 47% higher ROI

10


The Value of Company Advocates

Employees who recommend their company as a great place to work are:• 4 times more loyal• 3 times as satisfied with their benefits

Loyalty is a prized quality; unfortunately:• 1 out of 3 employees will bail in the next 12 months• Only 2 out of 5 employees would recommend their

company as a great place to work


Source: 2013 MetLife Study

11


The Audience

“The odds of hitting your target go up dramatically when you aim at it.”

– Mal Pancoast Motivational Speaker


12


The Importance of Knowing Your Audience

People are living and working longer;

5 generations are now in the workforce

• Traditionalists • Baby Boomers • Generation X • Generation Y • Millennial


13


Research Shows This….

But do you know what happens when you assume…?


14


Messaging

“Don't use words too big for the subject. Don't say infinitely when you mean very; otherwise you'll have no

word left when you want to talk about something really infinite.”

– C.S. Lewis


15


Messaging: Where to Start

The hallmarks of effective change communications - ask the right questions:

• Who are we talking to?• What do they need to know? • Why?• When?• How?• What action do they need to take?• How can we arm managers to communicate?• How do we demonstrate the big picture?


16


BestPractices

• Short and sweet

• Simple and memorable

• Layman’s terms

• Meaningful

• Designed to drive action

• Relevant

• Define, differentiate

• Address value prop

• Aligns with strategy

• By audience

• By depth of information

• Multi-lingual

Focus on MessagingMary Schafer | June 23, 2014

17


Specific Communication Methods

Employee Ratings

53%

48%

Personalized Messages/Materials reflecting individual needs:

Online Decision Support Tools, like calculators, videos and FAQs:

96%

Employer Benefits Website:

Source: MetLife Annual Study of Employee Benefit Trends


18


Vehicles

“We are in the throes of a transition where every publication has to think of its digital strategy.”

- Bill Gates


19


Communication Strategies

Pick the Right Mix to Reach Your Key Audiences:Print:

• Posters, postcards

• Brochures, home mailings

Electronic:• Videos, e-mail

• Podcasts, surveys

Web:• External website, Internal portals

Mobile:• Smart phones, iPad (tablets), text

Social:• LinkedIn, Twitter, YouTube, Slideshare


20


The Right Communications Vehicles Can Help…

HR professionals:• Enhance annual enrollment• Leverage multiple ways in reaching your

audience• Streamline benefits management• Nurture a culture of collaboration


21


Using Mobile Technology

All print pieces include QR Code

Scan with smart phoneand watch a video aboutbenefit changes…


22


Best Practices

Examples….Mary Schafer | June 23, 2014

23


.Make it human

• Dry topic - completing a beneficiary form

• Add a human element to drive action


24


.Keep it real

• Leverage

employee stories

• Make it relatable

• Have fun with

the message


25


.Help them relate

• Dependent Care

FSA promotion

• Cute image

• Attention grabbing


26


.Make ‘em smile

• Flexible spending

account promotion

• Café or break room

sign


27


.Make ‘em stop and think

• Concise

• Easy to understand

• White space is OK!


28


.Give clients the tools

• Prewritten materials

• Layman’s terms

• Timelines


29


Measurement

“However beautiful the strategy, you should occasionally look at

the results.”

– Winston Churchill


30


Did We Move the Needle?

• Review program goals and strategies • Leverage surveys, click-throughs• Use data, anecdotal information• Did employees take action?• Compare goals with outcomes


31


What Works

• Align strategy to outcomes• Know your audience• Develop relevant messages that resonate• Leverage new and existing

communication vehicles• Measure, refine and follow up


32


32

Questions?Mary Schafer | June 23, 2014

Perception is Reality: Best Practices in Benefits Communications

Business

Transcript of Perception is Reality: Best Practices in Benefits Communications