effective benefit communications...2017/12/27 · scan this qr code with your web-enabled...

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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!

I am the original “Benefit Nut”… and I can prove it!I am the original “Benefit Nut”… and I can prove it!

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What We’ll Cover

The case for effective benefit communications11

5 common benefit communication mistakes22

Generations in the U.S. Workforce33

Communications emerging trends44

Case study – Petco benefits program rebranding55

10 keys to better benefit communications66

Less rich benefits program communicated effectively

Rich benefits program communicated poorly

The Case for Effective Benefit CommunicationsRelationship between communication and employee satisfaction with benefitsRelationship between communication and employee satisfaction with benefits

22%

76%

Source: Towers Watson WorkUSA Study

Employee Satisfaction with Benefits Program

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We cover too much information by sending out one communication at Open Enrollment crammed with 15 different messages and a dozen benefit acronyms.

5 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.

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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!

We fail to recognize that different generations have different learning styles and communication preferences.


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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

Benefits Program Rebranding

Develop a communications strategy to include creation of a new employee benefits brand that’s fun, authentic, easy to understand and connects to elements of the company’s external brand.

…and roll it out with Open Enrollment

The Challenge

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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


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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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)

“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.”

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Benefits Program Branding

Examples of Effective Communications

Program Branding

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Benefits Guide Online Flipbook

Click below to see a demo

Open Enrollment Poster

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Personalized Total Rewards Statement

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.

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…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.

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Julie Adamik CEBS, CCP, CPBSan Diego, [email protected] (Pacific Time)

COMMUNICATIONS CONSULTANTBrian LexmondLexmond [email protected]

Employee Benefit Communication/Education Strategy

Date Objective Target Audience Topic Description/Format Presenter/Vendor

Mar 24

Immediate:

Increase participant awareness

of mail order prescription

program.

Future:

Reduce number of retail Rx

scripts and increase the number

of mail order scripts.

Reduce the overall average cost

per script.

▪ Employees currently

enrolled in medical

plans.

▪ Dependents

currently enrolled in

medical plans.

▪ Current COBRA

participants

▪ What is a “mail order” rx program.

▪ How does it work?

o Can I fill all of my

prescriptions through mail

order?

▪ What do I need to do to

participate?

▪ What are the advantages to me?

Email announcement

Webinar – available on

company intranet and at

home.

Internal – from VP/HR

Create internally and

post on intranet.

Post on youtube.com

for viewing from home

Aug 03

Immediate:

Introduce employees to

Consumer Credit Counseling

organization and its services

Future:

Increase 401k elective deferral

Increase 401k participation1

▪ Employees with

401k

loans/hardships

▪ Non-contributors

▪ Low contributors

Personal Finance Workshop Series

▪ Budgeting for Financial Success

▪ Understanding Your Credit

▪ Kids , College, Career: A Family

Lifetime Investment Plan

▪ All you ever needed to know

about buying a home

▪ Deck the Halls, Not the Malls: A

Holiday Budget Workshop

Classroom

Consumer Credit

Counseling

1 Participation is defined as actively contributing at any percentage level

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Petco Workforce Communication Channels Updated 01-11-13

Communication Channel Description Audience Opportunities Frequency

Executive & Management Communications

Monthly Leadership Update (MLU)

Monthly meeting for Directors and above at corporate offices, DMs, regional HR partners, animal care managers, etc. from field

See description Can provide brief updates to upcoming benefit initiatives/rollouts as needed

Monthly

Monthly Operating Review (MOR)

Monthly business review for VPs and above at corporate offices and VPROs from field

See description Can provide brief updates to upcoming benefit initiatives/rollouts as needed

Monthly

Leadership Emails Emails distributed on an as needed basis Audience based on subject matter

TBD As needed

Store Communications Action Memo Provide direction and labor time for stores to complete a project,

event, training, etc. Message content should define purpose of the action and outline steps for task completion.

Store management & associates

Are Action Memos being used today for major benefit events like Open Enrollment?

As needed

News Posting Convey information for awareness, but must not require any type of action for stores. Deadline request is 3 p.m. CT for next-day postings. Avoid Friday-afternoon postings unless message is urgent.


Are News Postings being used today for major benefit events like Open Enrollment?

As needed

Store Mail NSC mailroom sends one FedEx box to each store every Wednesday. Box regularly includes Ad Set and pricing materials. Additional items can be included as space allows. Requests forms due in mailroom on Thursday prior to following

week ship date. Items are due in mailroom by 12 noon on Monday of ship week. Email an inclusion/exclusion distribution list to the mailroom Send communication to stores regarding delivery and use of items.


Do DCs also receive weekly FedEx shipments from NSC mailroom?

Sent out weekly to stores

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Communication Channel Description Audience Opportunities Frequency

Associate Communications

Benefits At-a-Glance Flyers Used for recruitment purposes and given to job applicants for a quick overview of the benefits available and associate contributions.

Job applicants Develop a simple applicant total rewards calculator that a recruiter can use when meeting with a candidate to show a candidate their potential total compensation based on benefit elections and company-paid benefits.

Ongoing

Electronics New Hire Onboarding Process

Collection of forms, policies and documents that new hires must review or complete as part of the onboarding process.

Newly-hired associates Incorporate enhanced benefits information into onboarding process; link to short benefits elearning videos

One time during initial onboarding process

Barking About Benefits Magazine

Quarterly benefits magazine used to cover a range of benefit topics giving employees useful tips and information on how to use their benefits, live healthy, provide links to additional online tools and resources. Mailed to associates’ homes.

Associates Establish key topics/articles for each quarterly magazine for 2013 along with high-level production schedule. Use 4th quarter magazine as part of Open Enrollment materials.

Quarterly

Brochures, Postcards and Mailers

Designed for specific target audience(s) and with customized messaging Example: Tri-fold self-mailer sent to new hires when they become eligible to enroll in their benefits. Example: Open Enrollment communications for Hawaii associates

Associates Define key benefit events for the 2013 and determine whether a brochure, postcard or mailer is appropriate to communicate information about the event

As needed

MyPetcoBenefits.com Online application outside company firewall used primarily for benefits enrollment. Includes benefits information, forms and a total rewards application.

Associates Revamp total rewards application

Consider added user functionality (if keeping more 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 firewall so employees can access outside of work on any web-enabled device (PC, tablet, smartphone, etc.)

Associates Build benefits video library that can be used for new hires and during Open Enrollment

Used primarily by new hires and during Open Enrollment

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Communication Channel Description Audience Opportunities Frequency PetNet Designed to communicate company news and information about

HR/Benefit programs available to all associates who have access to the network. Can also be used to collect associate survey information as needed.

Associates with access to the network

Establish schedule and topics for monthly benefit articles that align with Petco TV monthly benefit advertisements

Information and articles can be updated as needed

Petco TV Video monitors advertising HR and company-wide programs and services. Can be used to advertise benefits and wellness tips as needed.

Associates at NSC & SSC Expand to other Petco locations Communicate new programs; Develop series of monthly benefits/wellness tips

As needed

Benefit Vendor Websites and print communications mailed 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 communication touch points, vendor microsites and information provided by each vendor along with timing and media used. Advertise vendor tools and resources in all internal benefit communications.

TBD

effective benefit communications...2017/12/27 · scan this qr code with your web-enabled...

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