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Par cipant Handout
Presented by Julie Adamik, CEBS, CCP, VBP
Effec ve Benefit Communica ons 2014 Mid-Sized Re rement & Healthcare Plan Management Conference
Presented by Julie Adamik CEBS, CCP, CBP
Effective Benefit Communications
1
2014 Mid-Sized Retirement & Healthcare Conference Effective Benefit Communications
Julie Adamik CEBS, CCP, CBPClick to Play Intro Loop
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.
A Little Bit About Petco
What We’ll Cover
The case for effective benefit communications11
10 common benefit communication mistakes22
Benefits program branding33
Communications emerging trends44
Case study – Petco benefits program rebranding55
10 keys to better benefit communications66
Effective Benefit Communications
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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
We cover too much information by sending out one communication at Open Enrollment crammed with 15 different messages and a dozen benefit acronyms.
10 Common Benefit Communication Mistakes
10 Common Benefit Communication Mistakes
We assume all employees absorb and retain information in the same way and prefer the same medium.
Effective Benefit Communications
3
10 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.
10 Common Benefit Communication Mistakes
We think employees read their Open Enrollments materials from cover to cover.
10 Common Benefit Communication Mistakes
We assume employees will act on our messages without telling them why and without asking them to act.
Wait. Why am I doing this again?
Effective Benefit Communications
4
10 Common Benefit Communication Mistakes
It’s 8 pages long, front and back, in 7 point type and one quarter inch margins… to save on printing costs.
10 Common Benefit Communication Mistakes
We believe employees take their benefits information home to discuss with family members because the envelope says IMPORTANT on the outside.
What little family time we have, we spend reading about benefits!
What’s a benefit?
10 Common Benefit Communication Mistakes
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!
Effective Benefit Communications
5
10 Common Benefit Communication Mistakes
We let the Legal Department “help” us draft our benefit communications. “Good news! Your 2-page Benefits Summary is now 10 pages
with a lot of legalese inserted like ‘heretofore’, ‘aforementioned’ and other mumbo jumbo to protect the company from employees who claim they don’t understand their benefits.”
Legal Dept.
10 Common Benefit Communication Mistakes
Yawn… if it’s about benefits, it’s probably boring.
Benefits Program Branding
Why is It Important?
• Increases employee understanding, appreciation, and buy-in of benefit programs and company culture.
• Internal branding is a powerful tool for all aspects of employment, including employee benefits.
• Creates an emotional connection between employees and the company.
Effective Benefit Communications
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Benefits Program Branding
What does it mean to brand your benefits?
Security Partnership
Peace of Mind Healthy Living
Unique Programs
Comprehensive Work-Life Balance
Progressive
Best Benefits in Industry Consumerism
All Stages of Life
FunDay One CoverageEasy
Safety Net
Just the Basics
Low Cost
Range of Choices
Personal Responsibility
Think about a few key values or attributes you want your benefits program to communicate. Here are some examples.
Benefits Program Branding
Look for internal company resources.
Leverage your company information.
Spend some time sifting through your company’s marketing information and choose images, words and phrases that ring true for your benefits.
Adhere to your company’s graphic standards.
Including colors, fonts, logos, imagery, etc.
Come up with a program name and consider a tagline.
Work with marketing or corporate communications to leverage the company message into one that applies to your benefits program.
Benefits Program Branding Examples
Effective Benefit Communications
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Benefits Program Branding Examples
PAWS for Health is the name of Petco’s Well-Being Program
Petco Associates Well-Being StrategyPAWS is an acronym for
Benefits Program Branding Examples
Why It Works
A dog’s paw print is a recognizable industry icon
“PAWS” for Health… We want our associates to “pause” and think about their own health and well-being.
Benefits Program Branding Example
Barking About Benefits Quarterly Magazine Retirement Savings Issue
Effective Benefit Communications
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Benefits Program Branding Example
Benefits Program Branding Example
EAP Poster
1 Billionsmartphonesin use globally
1 Billionsmartphonesin use globally
50%of all local searches arefrom a mobile phone
50%of all local searches arefrom a mobile phone
86%of mobile internet users use their device while watching television
86%of mobile internet users use their device while watching television
2014is the year that mobile internet usage will overtake desktop internet usage
2014is the year that mobile internet usage will overtake desktop internet usage
200 Millionmobile YouTube views occur every day
200 Millionmobile YouTube views occur every day
Smartphone Adoption
A Few Facts & Figures
http://cache.gawkerassets.com/assets/images/4/2010/03/090903-is-mobile.png; http://www.orangesoda.com/blog/wp-content/thumbnails/2410.png; http://searchengineland.com/the-united-state-of-social-mobile-marketing-63511; http://www.comscore.com/Press_Events/Press_Releases/2011/2/comScore_Releases_Inaugural_Report_The_2010_Mobile_Year_in_Review; http://www.morganstanley.com/institutional/techresearch/pdfs/Internet_Trends_041210.pdf; http://www.psfk.com/2011/01/tv-goes-hand-in-hand-with-the-mobile-internet-infographic.html
Sources
Next Slide
Effective Benefit Communications
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text messages are sent and received everyday
6,900,000,000*
* OMG that’s a lot of messages.
A Few Facts & Figures
A Few Facts & Figures
YouTube Statistics• More than 3 billion videos
are viewed each day• 35 hours of video are
uploaded every minute• Base age demographic is
18 to 54.
Online video and multimedia has exploded on the Internet making it a common form of information.
Communication Emerging Trends
At Petco, we are currently developing our Barking About Benefits mobile web with benefits content, forms, tools, videos and other resources accessible outside the corporate firewall.
Barking About BenefitsMobile Web
Effective Benefit Communications
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Today, we use QR codes on print communications to connect employees to a digital benefits video library which can be viewed on a computer, iPAD, eReader or any web-enabled smartphone.
QR Codes
Scan this QR Code with your web-enabled smartphone to access a short video about Open Enrollment for 2013.
Communication Emerging Trends
Today, we use QR codes on print communications to connect employees to a digital benefits video library which can be viewed on a computer, iPAD, eReader or any web-enabled smartphone.
QR Codes
Scan this QR Code with your web-enabled smartphone to access a short video about Open Enrollment for 2013.
SCANNING
Communication Emerging Trends
Benefit videos should be designed for viewing on any web-enabled device… including smartphones. The best videos are short and to the point… no more than 5 minutes in length.
Next Slide
Effective Benefit Communications
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REI highlights the key features of each medical plan using enthusiastic employee bobbleheadsand short jingles.
Click below to play
Next Slide
www.foryourbenefit-rei.com
Communication Emerging Trends
The Kaiser Family Foundation created this educational video to explain health care reform in a way that’s fun, creative and easy to understand… and is available for free.
Click below to play
http://healthreform.kff.org/the-animation.aspx
Health Care Reform ExplainedHealth Care Reform Explained
Communication Emerging Trends
The Kaiser Family Foundation created this educational video to explain health care reform in a way that’s fun, creative and easy to understand… and is available for free.
http://healthreform.kff.org/the-animation.aspx
Next Slide
Effective Benefit Communications
12
Petco 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
Our Challenge
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
Open Enrollment Communication Touch Points
2Letter to
Employees
10Online
EnrollmentSystem
5Open
Enrollment Poster
3Managers OE
Toolkit
4OE Employee Preview Mailer
6Petco TV
Ads
7Open
Enrollment Guide
8Open
Enrollment Video
9Onsite Open Enrollment Meetings
1Leadership
Summit Handout
11Call Center
Employees
Click on each touch point to see an example. Leadership Summit HandoutLetter to Employees Introducing
Private ExchangeOpen Enrollment Toolkit
for Managers
Open Enrollment Employee Preview MailerOpen Enrollment Posters
Petco TV Ads
Open Enrollment Guide
Open Enrollment VideoOnsite Employee
MeetingsOnline Enrollment System
Call Center
Communication Touch Points
Next Slide
Effective Benefit Communications
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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
87%Agree or Strongly Agree
96%Agree or Strongly Agree
What We Learned (2,000 Employees Completed a Post Open Enrollment Survey)
What Our 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.”
“I like the new options we have for benefits.Thecoverage is really good.”
“The benefits magazine was informative, understandable and easy on the eyes.”
“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.”
Employee Perceptions… Trending in the Right Direction
41%
46%49%
60%
43%
45%
53%
30
40
50
60
2010 2011 2012 2013
Petco’s benefits package is comparable to benefit packages at similar companies.Q
DistributionCenters
CorporateOffice
Effective 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#
10 Keys to Better Benefit Communications
Audience TypesRecognize different learning styles and communication preferences.
9#10 Keys to Better Benefit Communications
…to stand out, but keep company brand guidelines in mind.
Design with Flair8#
10 Keys to Better Benefit Communications
Effective Benefit Communications
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Excite Your AudienceThe ultimate goal is to excite and engage your employees.
7#10 Keys to Better Benefit Communications
Keep Communications HonestBe open and honest. Dispel fear and suspicion.
6#10 Keys to Better Benefit Communications
Did someone say “chick flick”? 5#
Communication ChannelsAim for multiple touch points using a variety of media –incorporating video whenever possible.
10 Keys to Better Benefit Communications
Effective Benefit Communications
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Explore Social Media Toolsto expand your reach and create new opportunities to connect with your
younger workforce.
4#10 Keys to Better Benefit Communications
10 Keys to Better Benefit Communications
3#Listen and ShareDevise mechanisms to listen and gather feedback. Share feedback with your employees.
Improve and EnhanceAdapt communications according to feedback and success.
2#10 Keys to Better Benefit Communications
Effective Benefit Communications
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And finally, the #1 key to better
10 Keys to Better Benefit Communications
(wait for it)
benefit communications is...
Tillman the Surfing Bulldog | www.youtube.com/user/tillmanskateboarding/There’s no rule that says benefit communications have to be boring.
10 Keys to Better Benefit Communications
1#
QuestionsJulie Adamik CEBS, CCP, [email protected]