august 18. 2020 personalizing the employee benefits

Personalizing the Employee Benefits Experience: The Key to Better Communication & Engagement

AUGUST 18. 2020

A CBIZ Benefits & Insurance Services PresentationMake the Connection!

CBIZ Employee Benefits

1The material contained in this presentation created by CBIZ Benefits & Insurance Services, Inc. (CBIZ) are the sole and exclusive property of CBIZ. These documents have been shared for illustration purposes only, and may not be reproduced or used for your benefits, or the benefits of anyone else, without the prior written authorization of CBIZ. You are obligated to maintain the confidentiality of these documents. Thank you in advance for your cooperation.

Alex LanningCBIZ Employee Benefits

Director of Communications

Juliana Alvey CBIZ Employee Benefits

Communications Specialist

PRESENTER INTRODUCTIONS


Today’s Discussion Topics

• How to effectively overcome disruption• How to lay the groundwork for a personalized communication strategy• The essentials for marketing your benefits programs successfully• Q&A


DISRUPTION: 2020's middle name.


Poll Question

What is the biggest disruption to your employee population?

a. Staying connected while working from homeb. Work/life balance for varying personal/professional changesc. Learning new forms of virtual technologyd. Managing stress


2020 Employee Experience

FINANCIAL & MENTAL STRESS

CHANGES TO WORK ENVIRONMENT (WFH)

QUICK ADOPTION OF NEW TECHNOLOGY


Disruption leads to

opportunity


Types of Changes Employers are Making

CBIZ, Inc. 9


Now, for the main event!


Employee Experience


Employee Experience & Benefits


The Paradigm Shift To PersonalizationThen:

Rushed, Overwhelming, Confusing Grab and Go/StandardizedNo Ownership of Cost/Value

Leftovers and Waste

Now:Relaxed, Comfortable, Well-defined

Personalized with optionsSupport/Conversation Realization of Full Value


Poll Question

What do you anticipate being your biggest benefits communication challenge in 2020?a. Personalizing materials so they are meaningful b. Increasing participation in programs and benefitsc. Getting employees and families engaged year round

Personalize your communication

strategy

15


Set Meaningful Goals

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Goal 1: introduce a new plan or increase the adoption of a certain plan.

01Goal 2: guide employees to select the best plan for their needs.

02Goal 3: help control plan costs with HSA eligible plan education.

03Goal 4: engage employees with their benefits.

04Goal 5: increase employee satisfaction with benefits and company.

05


Ways to Accomplish your Goals

Understand Your Audience

Know What You’re Asking Your Audience to Do

Choose the Right Way to Deliver Your Message

Leverage Technology

Measure Your Progress

TARGETING3



Think like an employee

Put yourself in theirshoes1Keep itinteresting3

Ask for feedback4 Understand

what motivates employees2


Target specific audiences

• Length of employment

• Different demographics

• Location of employees

• Employees who cover familymembers and those who don’t


Identifying ‘job families’

Job Type

Tenure

VS.

VS.


Personalizing based on life stages

Nearing retirementKey concerns Having enough to

retire; healthcare options after retirement; wealth management

Potential WIIFMs

Reduced taxes, catchup contributions, smart money managementadvice

Preferred communication channels

Direct mail, email, face-to- face communication

Parents / FamiliesCaring for their kids; stretching their budgets for a growing family; braces; flexible work schedule

Reduced household spend, more disposable income

Email, web, text, social, direct mail

Millennials / new to work forceBeing part of something that’s meaningful; career growth; setting up their path for success; making more money

Free money, DIY control

Text, social, photos, (short) videos, email, intranet

CONTENT3



24


Tips to develop action driven content

RELEVANT TOPICS SIMPLE MESSAGING RECOGNIZABLE BRANDING


Relevant Topics


• Address COVID-related benefits changes

• Focus on the benefits your employees care about most right now

• Encourage HSA enrollment and contributions

• Boost 401K contributions• Create better year-round

healthcare consumers


Promoting Resources After Open Enrollment

Month Topic ResourcesFebruary Wise Consumer Month GoodRxMarch Colorectal Cancer Awareness Preventive CareMarch National Nutrition Month ShiptMay Mental Health Awareness EAP, HappifyMay Women’s Health Week Women’s SpecialtyJune Alzheimer’s Awareness Long Term CareJuly Fireworks Safety Accident PoliciesAugust Healthy Babies Month Maven


Messaging


Messaging

•Personalize and speak like a human

•Leave behind the jargon•Keep it short•Employees need your help to

understand health care

36%

of Americans have basic orbelow-basic health literacy


Altering benefits concepts

• Dependent Medical Coverage: Proof of Eligibility

• Effective date of coverage

• 401(k) – Basic, Matching, and Performance-Based Contributions

• Tax-Advantaged Accounts

Avoid benefits language like:

• Covering your family members

• When do your benefits kick in?

• How to save for retirement

• Pay for medical services while saving on taxes

Instead, try something like this:


Tips to simplify communications

Focus on how to use benefits vs. features

Have a call to action

Make it relevant to age, family, life stage

Don’t make people figure it out—do the math

Take it step by step with short lists

Employ good information design


Branding


What can branding achieve?

• Capture attention• Drive action• Connect to your mission and

external value proposition• Take a big-picture view• Create a framework• Unite messages

34


Get creative!

CHANNELS3



Multi-channel = delivering the same benefits message using

many different formats


Types of Communication

INTRANET EMAIL TEXT DIRECT MAIL

PRINT SOCIAL MEDIA VIRTUAL BREAKOUT ROOMS

WEBINAR

!

QUICK TIP!Five is the magic number. Use at least 5 of these communication channels to get the word out.


Evaluating Digital Experiences

39 CBIZ, Inc.

Leverage new tech

Think through it can enhance engagement Evaluate

benefits versus barriers to adoption

Ensure accessibility and interactivity

Rethink formats & educational experiences


Embrace New Channels For Better Personalization!

In person benefit fairHR consultantsPrinted benefit guideEmail Presentation

Virtual benefits fairsScheduled Calendar appointmentsPostcard with QR codeMobile app or textingWebinars

BEFORE NOW


ACCESSIBILITY


Poll Question

Which of these emerging digital experiences are you considering for the first time this year?

a. Benefits websiteb. Decision support toolc. Virtual benefits faird. Live and on-demand open enrollment webinars


Accessible Technology Solutions

• Website• Instant messaging tools• Mobile - app, texting• Video• Benefits FAQ• Decision Support Tool• Virtual Benefit Fair Tech

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Benefits Websites

• One-stop shop for benefits information

• Links out to all other carriers &providers

• Simple 24/7 access for employees and familymembers

• Valuable resource for recruiting and new hires


Mobile StatsGive employees a “go-to” resource to anchor their experience. reach them any time, any place.

81%

1 in 5

88%

98%

81% of Americans own a smartphone.

1 in 5 are smartphone dependent, meaningthey rely solely on their smartphones for internet access.

88% of smartphone users spend time on apps.

98% of text messages are opened within 3minutes of being received, which is 8x greater than the engagement rate of email.


Consider using a mobile app

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Texting ...the future of benefits communications

47


Social Media • Blogs• Podcasts and webcasts• RSS Feeds• Facebook Groups• Twitter• LinkedIn• Instagram

48


Combine Print & Digital Experiences

Use QR Codes on print postcards and direct mailto supplement your digital

experiences


EDUCATION


Types of VideoVideo is exploding in popularity because it’s so engaging. It’s a must-have.

1/367% 82%

PROMOTIONAL

employees are better at completing tasks when they communicate by video

believe they would be more engaged if corporate communications were more creative

of all consumer internet traffic will be made up of online video by 2022

1 EXPLAINER2 HOW TO3

https://cbiz.wistia.com/medias/x78cpey0x4

https://cbiz.wistia.com/medias/x78cpey0x4

https://flimp.me/Qualifying_Event

https://flimp.me/Qualifying_Event


Benefits FAQ Page

52


Decision Support ToolsCBIZ, Inc. 53


Virtual Benefit Fairs

CBIZ, Inc.

create an on-demand virtual benefit fair

set up “booths” for each vendor

include videos and materials provided by

your vendors

MEASURE SUCCESS

3



How do you measure success?


Track ALL the things!


Measurement

Volume and quality of communications

Program participation/use

Health and financial outcomes

»»

Web trafficEmail click-through and open rates

»

»

Health plan enrollmentWellness participationPreventive care utilizationFinancial wellness programsEAP utilization

»

»

Aggregate biometric dataClaims data

» Meeting attendance (in person or online) »

» Retirement plan and HSA balances

» Communications surveys »

» Focus groups


Benefit Guide Analytics

DATA COLLECTION TIMEFRAME: August 6th – September 11th

Total Number of Users719

Most Users In a Day105

Most Users In a Day (Date)August 10th

Total Number of PageViews9,355

Most Used Device -Desktop70.5%

Top Channel Source -Direct83.5%

Pages Per Session10.48

Number of Sessions Per User1.65

Average Session Duration 2:10min

Most Popular Day / TimeFriday3pm - 4pm

Most Viewed PageWelcome to the 2018 Open Enrollment

City With the Most ViewsEudora


Digital Postcard Findings

Content Views: This number indicates anytime a viewer accesses this digital postcard URL link from any distribution method.

Viewer Touches: This number indicates any type of engagement such as starting videos, watching videos to completion, and clicking anything on the content.

Response Actions: This number indicates the amount of times a user has clicked an embedded link within the postcard.

Content Views1,015

Viewer Touches2,942

Response Action678

62.30%

35.30%

3.40%

Viewer Device

Computer

Smartphone

Tablet

231

225

132

4736

Response Action

Enroll Now

Benefits Guide

Enrollment WorksheetAnnual Notices

ContactInformation


Open Enrollment Debrief

Evaluate your open enrollment planning Measure your results Assess your project

management Follow-up and identify

opportunities for next year


Successful multi-channel communications

J A N FEB M A R A P R M A Y J U N J U L A U G S E P O C T N O V D E C


CBIZ Communication Resources

In-house communication solutions designed to engage diverse employeepopulations with their benefits and align with your organizational goals.

MULTI-CHANNEL

APPROACH

Custom employee benefits guide and brochures

Open enrollment employeepresentation

Video capabilities (on-demand video library access)

Interactive distribution channels and utilization capture

Dedicated engagement analytics tracking and sharing


Reminders

Educate your employees by targeting your audience

Create a personalized experience and keep your message simple

Use a multi-channeled approach

Evaluate emerging technologies

Strategically plan your communications

Review the data and make adjustments


[email protected]@cbiz.com

THANK YOU!

mailto:[email protected]

mailto:[email protected]


Q&A

66

august 18. 2020 personalizing the employee benefits

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