Communicating employee benefits: does your provider meet our checklist?

Amba

If communications are included in your employee benefits package, that’s good news. But not all employee benefits communications are created equal.

So what signs will tell you that your provider’s communications programme is likely to be effective?

  1. Look for a dedicated communications team

A team within your provider’s organisation dedicated solely to broadcasting your benefits increases your chances of being heard. More importantly, it really helps to engage employees in the great experience you’ve provided for them.

Communicating effectively and regularly with lots of employees about a whole range of different benefits is not for the faint-hearted. It requires careful planning and efficient execution. If an employee benefits provider is dealing with multiple clients amounting to thousands of employees, there’s plenty of margin for error! So make sure your provider has resources dedicated to shouting out about all the great benefits you offer.

  1. Changing communication habits is a good idea

What worked yesterday might not work today, so the best communications teams will evolve what they do. For example, issuing 10 emails a year to employees sounds like a lot, but will people read them? Would it better to launch your benefit scheme with a webinar that engages directly with employees, and follow up with fewer emails? Make sure your provider takes a flexible approach.

  1. Have a strong employer brand

A great communications team will be able to tailor communications to your look, feel and tone of voice, even if you don’t have a fully bespoke employee benefits system. And that doesn’t just go for your emails – how about a customised presentation that you can use internally with staff, managers and directors? You could use this for training and briefing sessions, as well as for broadcasting the good news. Look out for ideas that really reinforce your employer brand.

  1. Mix and match

A combination of communications channels is always best, with plenty of face-to-face contact in the mix. Getting third party providers on site for a ‘benefits day’ to talk to staff helps to focus attention on the employee benefit scheme, and gives people a chance to ask questions. Will your scheme provider have the resources and expertise to organise this, and to make sure the event is well-publicised beforehand?

  1. Measure the effects

The more concise and targeted your communications, the easier it is to measure engagement. An online employee benefits platform lends itself to very precise measurement, but a good communications team will measure the effectiveness of all channels, and tailor specific benefit promotions accordingly.

  1. Make sure your provider listens to you

Beware ‘off-the-shelf’ communications programmes. Look for a provider who will take time to understand your employee demographic and suggest communications strategies that will work in line with your HR strategy and business objectives.

Proof that it works

One of our clients has multiple practices across the UK and wanted to improve their registration rate. This was a challenge, not just because of a dispersed workforce, but also because many employees are not desk-based. PES produced a manager’s pack with all the essential tools to help locally-based managers communicate with their staff about the employee benefits scheme. A webinar introduced managers to the scheme, and the pack held them accountable for taking action locally to promote it. Registration increased by 10% as a result.

If you want to lift engagement with your online employee benefits scheme to the next level, make sure you choose a provider with a range of communications packages and plenty of bright ideas at their fingertips.

About PES

Delivering a great employee experience is a challenge for growing organisations. At PES, it’s what we do. Our online employee benefits platform, HR support and workplace wellbeing services bring out the best in your employees – enabling your business to thrive.

Call us on 01454 808658, email us at hello@wearepes.co.uk or fill in our enquiry form.