Open Enrollment Week - Benefits Administration Technology ...€¦ · reach your employees (and...

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Open Enro l lment WeekPowered by PlanSource

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All sessions will be recorded and sent out next week;

OE Week giveaway for attendees that watch all 5 webinars

Jessica Foust

Communications Director

PlanSource

O E W e e k D a y 3 –C o m m u n i c a t e & E m p o w e r

Educate & Empower EmployeesCommunicate & Engage

Neil Mammele

Marketing Director

PlanSource

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Wellness Guide & OE Playbook will be sent via email!

All the slides and recordings will be sent next week!

The Case for Social Media

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Employees have questions all year long

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The NeedWhat do your employees want to know?

Employers know an appealing benefits package can be a powerful tool to attract and retain quality employees.

Yet the best benefits are wasted if value isn’t communicated to employees.

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Quickly….Summary of the state of employee communication

We’re struggling to communicate effectively, especially benefits

We can’t, or won’t, track our communication

We have to get more impressions in front of our teams in order to drive action, and we have to keep it short

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And yet…

of companies said they used social media to communicate with employees about benefits.3-8%

Source: Thomsons Online Benefits

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Social Media – Increase EnrollmentReal time & year-round communication

No delays from transferring physical paperwork

Plan administrators can quickly communicate key messages and deadlines

Social Media facilitate year-round communication and awareness of employee benefits,

through engaging content

By communicating the value of benefits and making informed decisions

throughout the year, you are setting your team up for a smooth open

enrollment when the time arrives.

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Social Media| Pros and ConsGoing where your employees are spending their time

Can open two-way communication between management/HR to employees and also employees to employees.

Private group makes it easy to manage publicity issues.

Push notifications make “real-time” alerts a reality.

Your employees are there & it’s free!

Requires someone within the company to manage, comment, answer questions and oversee the channel. Expert

Some employees feel invaded by having their work also in their social feeds - although this opinion is changing rapidly.

You can also allow users to “opt in.”

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5 Strategies for a Successful OE Communications

Campaign

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S u c c e s s f u l C o m m u n i c a t i o n

How your programs are promoted is just as important as how they're designed.

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Strategy #1Get Personal

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Why Personalize Communications?

Builds a deeper relationship with employees

Provides relevant content

Gives a face to HR

Offers better recommendations

Boosts engagement

Drives enrollment and participation

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Target Specific Segments of EmployeesMessage employees based on workforce characteristics

Enrollment status Classification Gender

Location Union Status Enrolled Benefits

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Examples of Personalized CommunicationsThe average employee is fully expecting personalization in every communications campaign you run

Targetedemails

Custom video messages

Benefit recommendations

Social Media

Fear of Missing Out(FOMO)

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Mobile is Key to Personalization

Employees will be more apt to engage in personalized content vs generic content

Partner with an HR or benefits technology company that can provide personalized messages

Blanket email messaging to an entire company is no longer effective

Automation is critical to creating one-to-one experiences with employees

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Strategy #2Up Your Email Game

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S u c c e s s f u l C o m m u n i c a t i o n s

Email still has the ability many channels don't: creating valuable, personal touches – at scale.

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Strategy #2

Of professionals name email as their favorite mode of communication86%

Email

Source: Connect Mogul | Loyalty 360 | Velocify eReach.com texting statistics

Apply Email Marketing Best Practices

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Use an attention-getting subject line

If they don’t open it, it doesn’t matter what’s in it!

Keep them as short as possible | Follow this simple outline

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Apply Email Marketing Best Practices

Don’t do too much education in the email, instead, link to videos

Short paragraphs, and use bullets whenever possible

Include calls-to-action with a deadline to create a sense of urgency

Use “reply” to a prior email rather than repeat yourself

Personalize the email

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Apply Email Marketing Best Practices

Emails with personalized subject lines are 26% more likely to be opened

The open rate for emails with a personalized message was 17.6%, compared to 11.4% without personalization

Emails that included the first name of the recipient in their subject line had higher click-through rates than emails that did not

Sources: Hubspot, Experian

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Strategy #3Try Text Messaging

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S u c c e s s f u l C o m m u n i c a t i o n

Text messaging is on every mobile device and your next HR goal is just a message away.

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Text Messaging as an Alternative to Email

Text messages have a 98% open rate

90% of all text messages are read in under 3 minutes

70% of U.S. consumers appreciate getting texts from healthcare providers

Sales prospects who are sent text messages convert at a rate 40% higher than those who are not sent text messages

Sources – Connect Mogul | Loyalty 360 | Velocify | OneReach.com texting statistics

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Text Messaging as an Alternative to Email

Relatively inexpensive way to reach your employees (and their spouses!) where they are

Simple, easy and convenient for your on-the-go employees with a 98% open rate

Great for announcements, reminders and CTAs with links to add text

160-character limit means your message must be simple

Employees should opt-in, and they may not want to receive texts from you

Employees who don't have unlimited text messaging will have to pay for texts they receive

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z

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Texting Best Practices

• Be clear about what employees will get via texts

• Be aware of frequency

• Text during normal hours

• Provide value

• Use short and concise messaging

• Set up groups & personalize the texts

• Schedule texts

• Measure what works

Hi Jessica,Did you know you can save pre-tax dollars with an HSA and/or FSA? Get the ins and outs of Savings Accounts here:https://benefits.plansource.com/3Hf45i2jgH

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Strategy #4Go Visual & Use Great Design

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Make It Visual

Of the information transmitted to the brain is visual

Times is how much fastervisuals are processed than text

90% 60,000

Use Images• Articles with images get 94%

more total views• Content with photos have a

37% higher engagement rate over text-only content

• An image can improve information recall by 65%

• Images on Facebook receive 20% more engagement than videos

Think Design First

Better design =

Better engagement

Better interactions

Better understanding

Better action

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Visual Content TipsFocus on creating valuable, relevant and consistent content

Brand your communications and think about developing a brand or campaign-specific avatar.

Be brief and concise in order to connect with the workforce.

Make your communications more human. Speak to employees the way they speak to each other.

Use video to better engage your workforce. Think about creating videos to replace benefits meetings.

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Strategy #5Create Infotainment Content

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Inform & Entertain Your Employees

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How to Create InfotainmentInfotainment is a great way to engage employees and familiarize them with their benefits

Keep it simple

The shorter the better

Tell a story

Don't skimp on the info

Use humor

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Year Round Communication Tips | Staying Ahead

Increase in voluntary benefits enrollment with employers creating year-long communication and feedback loops42%

Creating a feedback loop that enables preparedness

Source: Eastbridge Consulting Group

Jennifer Daniel of Aflac is presenting:

Tu n e i n To m o r r o w !

Employee Benefits Trends & Innovations

2 P.M. EST

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GET IN TOUCH

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L E T ’ S T A L K877-735-0468

F R I E N D U S@plansourceHRHQ

T W E E T U S@PlanSource

L E A R N M O R Eplansource.com/contact