thomsons online benefits - engagement masterclass - workshop 2: communicating benefits at every life...

COMMUNICATING BENEFITS AT EVERY LIFE STAGE

WORKSHOP 2

45%

WHAT ARE WE GOING TO COVER?

SEGMENTATION MESSAGING FREQUENCY CHANNELS

CONTINUAL ENGAGEMENT

Companies that say they

have an engaged workforce

are 25% more likely to

communicate at least every

2 months regarding benefits

Thomsons GEBW 2015

25%

GERMAN PSYCHOLOGIST HERMANN EBBINGHAUS

THE FORGETTING

CURVE %

Hermann Ebbinghaus 1885

KNOW YOUR AUDIENCE

Somewhat engaged

Actively engaged

Disengaged

SEGMENTING YOUR EMPLOYEES

Common

segmentation

Organisation

specific

segmentation

AGE BANDS

GENERATION BANDS

SALARY BANDS

LENGTH OF

SERVICE BANDS

GENDER

JOB GRADES

COST CENTRES

WORK PATTERNS

LOCATION WORK

STATUS (E.G. INTERNS)

MEASURING YOUR SEGMENTS

Utilisation of benefits Who values what the most?

Engagement with software Who regularly engages with the scheme?

Joining rate of employees Which employees do I attract the most?

Attrition rate of employees Which employees do I lose the most?

Engagement in benefits Who typically engages the most (e.g. willingness to spend)?

Surveys How well does my scheme support my employees?

Productivity & efficiency Does my scheme contribute to business success?

Absenteeism Is there a correlation between sickness and engagement?

INTRODUCING DARWIN ANALYTICS CENTRE

OUT OF THE BOX INTELLIGENCE POWERED BY DARWIN

Global and country insight

answering questions on:

• Cost and liabilities

• Workforce diversity

• Scheme engagement

• Employee activity

• Attrition

HOW DO WE GO ABOUT IT?

Generation

1

Generation

2

Generation

3

Generation

4

NEW JOINER

ANNUAL WINDOW

LIFE EVENT

CONTINUAL ENGAGEMENT

HOW DO WE GO ABOUT IT?

Hermann Ebbinghaus 1885

ONE PLAN, TWO PENS

TASK 1 (individually) WITH YOUR RED PEN,

PLOT OUT WHAT YOU CURRENTLY

OVER 12 MONTHS

What do you communicate?

Who do you talk to?

When do you say it?

How do you deliver it?

TASK 2 (in pairs) WITH YOUR BLUE PEN,

PLOT OUT WHAT YOU COULD

OVER 12

MONTHS

What could you do differently now?

How can you continually engage

your people?

What are the challenges?

WHAT DOES GREAT LOOK LIKE?

AUGMENTED REALITY

92

PEOPLE CHANGED THEIR

CONTRIBUTIONS

1380 LOGINS WITH BLIPPAR

CAMPAIGN 33%

INCREASE IN PEOPLE JOINING THE

PENSION SCHEME

110+ PENSIONS

121s

TOP TIPS TO TAKE AWAY

behaviours

Know what channels are readily available

Put employees at the heart of what you do

Create some gravity and pull employees towards information

ROI - Measure feedback and data to prove impact

Prioritise and improve your approach in stages

1

2

3

4

5

6