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

3

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.


All I see is blah blah blah blah blah blah blah.

4

We accept management’s premise that a $2,500 communication budget should be adequate to communicate a $15 millionbenefits package.


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.


5

Yawn… if it’s about benefits, it’s probably boring.


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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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


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14


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



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#


…to stand out, but keep company brand guidelines in mind.

Design with Flair9#


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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.


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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.


Audience TypesRecognize that different generations have different learning styles and communication preferences.


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Explore Social Media Toolsto expand your reach and create new opportunities to connect with your

younger workforce.



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.


And finally, the #1 key to better


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


Audience O


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

3

Comm


Audience O


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

effective benefit communications · 2 what we’ll cover 1 the case for effective benefit...

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