JULY/AUGUST 2009

Strategic Benefits Communication Improves Employee Engagement

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It’s hard for employees to escape negative headlines about our current economic situation, so why not ease their minds by sending out a positive message? Your organization can use communications to stand out from the crowd (i.e. other employers who communicate infrequently) and improve employee morale. The recession is not permanent, so minimize any attempts by your competition to steal away your best-quality people by keeping all of your employees engaged. Clear, transparent messages can demonstrate that you’re in this together with your employees – there is no “us vs. them” scenario.

It is a mistake to keep employees in the dark about what benefits they have. Effective communication will improve their appreciation of your plan offerings. “Those who say their employer has done a ‘very good job’ communicating are significantly more likely to agree that they are satisfied with their job (94%) and that they have a good job (95%).” *

It is common sense that better benefits communications equal better understanding of benefit plans and better understanding equals greater appreciation. Nevertheless, investments in communications have seemingly moved down on the priority list for many employers. Educating employees about how your benefits plan aligns with your business goals is more important now than ever. In turbulent economic times, employees should be encouraged to become smart consumers of benefit plan offerings.

For an upcoming article in Benefits Canada, David Krieger (President of Krieger + Associates) was asked what role communications play in improving employees’ perception of the value of their benefits. He explained, “Plan sponsors want to make sure that employees not only understand their benefits but truly appreciate the value of what they have. An awful lot of money is spent on providing group coverage – too much to leave employees thinking that their coverage is substandard or has little value. Multimedia communication programs can address these concerns.”

Spending money on communications may seem inappropriate during these tough times. However, an effective communications strategy can help minimize the recession’s long term negative impact, and effective communications don’t have to be expensive. K+A recently won a Hermes Creative Award on behalf of a client for a take-away piece about their Total Rewards program. This was done at minimal cost per employee and was used to bolster morale (and improve productivity!) at a time when morale boosting was sorely needed. Moreover, there are alternative ways to fund communication costs through your benefits plans by amortizing them over a number of years. A small investment in time and money now can strengthen your operation’s competitive position and ensure that you break through the recession renewed and vibrant. K+A can help develop a communications strategy that is both effective and affordable.

*Source: The Sanofi-Aventis Healthcare Survey 2007

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