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Hook ‘emHow we grab employees’ attention and get them to bite
PAGE 2FIDELITY INVESTMENTS
Get them to take action
What’s the goalof Thought Leadership
participant infographics?
Get their attention
Teach them
something
PAGE 3FIDELITY INVESTMENTS
Studies show the average consumer may be exposed to up to
10,000 brand messages a day.
85% of adults consume
content on multiple devices at the
same time1
The average adult attention
span has fallen to 8 seconds, less
than the 9-second attention span of
a goldfish2
It’s a tall order to stand out at a time when attention spans are shrinking, everyone is multitasking, and messages are proliferating.
PAGE 4FIDELITY INVESTMENTS
How do we engage employees in this environment? We follow principles of good journalism—with a creative twist. Our messages are:
Simple and direct
IllustratedMeeting
employees where they are!
Concrete and credible Timely
Funny(when appropriate)
PAGE 5FIDELITY INVESTMENTS
Users only read half the
information on pages with 111 words
or less.3
of words on the average webpage
are read3
Simple and directWe know what it’s like to be bombarded by information, so we try to keep our messages simple:
Provide employees a single call to action
Make it a small step, not something that will seem impossible to achieve
Make it easy for them to do it
PAGE 6FIDELITY INVESTMENTS
An early web usability study
found that simply using objective
language—not boastful or promotional—
increased usability by 27%.4
Concrete and credibleWe live in an online environment where information sources often are unclear. That makes it extremely important for our content to be credible and trustworthy. To achieve this, we try to:
Use powerful, attention-grabbing data points that are well-documented, often from our own research
Write factually, in a non-promotional, journalistic way
PAGE 7FIDELITY INVESTMENTS
International Association of Business Communicators (Gold Quill Award of Merit)
Financial Communications SocietyPensions & InvestmentsPlan Sponsor Council of America
MEET YOURMATCH
TimelyOne way to get noticed is to tap into what employees are already thinking about—and for us, that means holidays. Our seasonal infographics have gotten both action and accolades:
In 2017, our Frightful Facts Halloween infographic helped one client increase the number of employees with a designated beneficiary by 6 percentage points in one quarter.5
In 2018, our seasonal infographics have been recognized by:6
F R I G H T F UL FA
CT
S
PAGE 8FIDELITY INVESTMENTS
IllustratedWe want our messages to surprise and delight, to paint vivid images. That means using relevant imagery—not stock photos that take up space without adding to the story. We want images to:
Be memorableIf you remember this as the “fish
deck,” that’s cool with us!
Make information easier to understand
When shown information paired
with a relevant image, people retained 65% of the information three
days later, compared to only 10% of what
they were told verbally.7
PAGE 9FIDELITY INVESTMENTS
of people age 50 or
older make catch-up
contributions.
Start catching
up now.
Time to catch upYou can make an annual
$6,000 catch-up contribution
to your 401(k) starting
in the year you turn 50.
Even if your
birthday is in December,
you can start contributing
in January of the year
you turn 50!
FunnyStudies have shown humor can do more than get a laugh—it also can increase understanding and retention. We use humor sparingly. When we do, we try to:
Always err on the side of appropriateness.
Aim for a smile, not a guffaw. We don’t want to look like we’re trying too hard.
Be sure it feels natural, not forced. A Pew Research poll showed that viewers of humorous news shows such as The Daily Show and The Colbert Report retained facts better than those who got their news from traditional sources.9
8
PAGE 10FIDELITY INVESTMENTS
Meet employees where they areThe “rule of 7” in marketing tells us that a person has to see a message seven times before they will consider taking action. To get this kind of visibility, we create infographics in several different formats:
Digital signs
Online
PAGE 11FIDELITY INVESTMENTS
Go ahead, cast a line!
Thanks for spending some
time with us!
Check out the Engaging Employees
collection on PSW for our seasonal
infographics and much more content.
Use our infographics in as many ways as
you can—as posters/flyers, in emails, on
digital signs, and in online messaging,
including social media.
Contact your Fidelity representative for
more information.
For plan sponsor use only. 1 Google-commissioned Ipsos Connect, “The YouTube Generation Study: How often do you use more than one device at the same time?” U.S. adults aged 18–49, November 2015. 2 Microsoft Attention Spans, May 2015.3 Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer: “Not Quite the Average: An Empirical Study of Web Use,” in the ACM Transactions on the Web, vol. 2, no. 1 (February 2008), article #5.4 How users read on the Web, Nielsen Norman Group, Oct. 1, 1997. 5 Fidelity business data. Case study of one employer with 3,300 employees, 2017. The client used the Frightful Facts infographic in a campaign that included email, print, and electronic communications. The percentage of participants with a beneficiary on file increased from 34% to 40% during the Q4 2017 campaign. 6 Fidelity Workplace Thought Leadership 2018 awards: Pensions & Investments Eddy Awards, 2nd Place, special projects; Plan Sponsor Council of America Signature Awards, 3rd Place, Overcoming Obstacles; Financial Communications Society Portfolio Awards, Bronze, Digital Media Apps & Tools (B2B); International Association of Business Communicators (IABC), Gold Quill Award of Merit.7 “Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School,” John Medina, 2014. 8 Fidelity business data as of June 30, 2017. 9 Pew Research Center, What Americans Know: 1989–2007, April 15, 2007.
Fidelity Brokerage Services LLC, Member NYSE, SIPC, 900 Salem Street, Smithfield, RI 02917
© 2018 FMR LLC. All rights reserved.
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