April 23, 2013SEBC

Communicating Benefits in Innovative Ways

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A Communication (R)evolution Is Underway

“If you text for a glass of water one more time, Daddy’s going to take away your cell phone.”

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It’s Ugly Out There

• Smoke (21%)• Obese (33%)• Overweight (66%)• Diabetic (29%)

• $71,500 (401(k) avg.)• $6,500 (credit debt)• 4.2% (savings rate)

Sources: Monster; BlessingWhite; Gallup; Towers Watson; Human Capital Institute; CDC; Bureau of Labor Statistics, Fidelity; *estimated

• Unemployment (7.8%)• Disengaged (50%)• Seeking dream job (82%)• Desire challenge (41%)• Desire inspiration (30%)

Career Health Wealth

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An Employee-Focused Paradigm Shift

Old Model New Model Why?

Accommodate them Engage them Engagement = Productivity

Focus on the activity Focus on the outcome Outcomes drive savings

Wait for them to do something

Motivate actions through persuasive technologies

If we don’t encourage, they won’t act

The web will cover what they need

Right media at the right time with contextual targeting

People engage through different channels

Individual decision making Social computing Peers have major influence

One size fits all An audience of one People have unique motivators

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Keys to Success

• Use social networking and support systems

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Branding

Leader endorsed

Multi-channel

Behavioral economics

Personalized

• A consistent internal/external brand promise

• For credibility and role modeling

Social• Repetition, and because one size doesn’t fit all

• To tap into human motivation

• Leveraging technology to make it real for ME and just-in-time

Communication/Change Management Strategy

ROI: Projects with effective change management return 143% for every $ spent; those without return 35% (meaning for every $ spent, the organization loses 65 cents)

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Innovation to Empower

Workplace simulations

Personalized portals

Videos

Consumerism tools

Mobile apps

E-magazines

Social media

Gamification

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More Common Than You Might Think

62% of employers are using

gamification

50% of employers are using social media elements

Source: World@Work and Buck Consultants survey, February 2013

36% of employers are using mobile technology