perception is reality: best practices in benefits communications
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Presenter Name
June xx, 2014
Presenter Contact Info
INSERT SESSION
TITLEMary Schafer
June 23, 2014
Vice President, HCM Strategic Services
ADP
Perception is Reality:
Best Practicesin Benefits
Communications
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Today’s Discussion
• Workplace and Workforce Dynamics• The Case for Communications• Audience• Messaging• Vehicles• Best Practices: Examples• Measurement
Mary Schafer | June 23, 2014
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Workplace and Workforce DynamicsMary Schafer | June 23, 2014
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The World We Work
71 percent of workers are “not engaged”
84% of leaders say disengaged employees are one of the three biggest threats facing their business…
Sources: *Gallup, **The Economist
Mary Schafer | June 23, 2014
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And, Yet…
Only 12 percent of leaders are working to address it …
Source: The Economist
Mary Schafer | June 23, 2014
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The Case for Communication
“It usually takes me more than three weeks to prepare a good
impromptu speech.”
- Mark Twain
Mary Schafer | June 23, 2014
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The Case for Communication and Education
• Effective communication is one of the most important drivers of employee engagement*
• Employees must be aware of decisions that affect them* - like benefit choices
• Communications are more challenging than ever:
• Expectation of personalization• Complex ACA and benefits information
• Multiple communication channels
*Source: Corporate Executive Board, Internal Communications
Mary Schafer | June 23, 2014
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The Hefty Cost of Not Communicating Well
It adds up to major money!
• Estimated cost of employee misunderstanding• Actions or omission, misunderstood/misinformed
• Policies, processes, job function
Estimated lost productivity cost per worker annually resulting from communication barriers
Mary Schafer | June 23, 2014
$37 Billion
$26+ Thousand
Source: The Holmes Report: David Grossman, ABC, APR, Fellow PRSA, is author of You Can’t Not Communicate and the follow-up, You Can’t Not Communicate 2.
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Show Me the Money
For Example:• Best Buy: higher engagement scores led to better
store performance• Individual stores saw an additional $100,000
annually for every ONE percentage point increase in engagement
Mary Schafer | June 23, 2014
Source: The Holmes Report: David Grossman, ABC, APR, Fellow PRSA, is author of You Can’t Not Communicate and the follow-up, You Can’t Not Communicate 2.
Companies with highly effective communicators have 47% higher ROI
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The Value of Company Advocates
Employees who recommend their company as a great place to work are:• 4 times more loyal• 3 times as satisfied with their benefits
Loyalty is a prized quality; unfortunately:• 1 out of 3 employees will bail in the next 12 months• Only 2 out of 5 employees would recommend their
company as a great place to work
Mary Schafer | June 23, 2014
Source: 2013 MetLife Study
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The Audience
“The odds of hitting your target go up dramatically when you aim at it.”
– Mal Pancoast Motivational Speaker
Mary Schafer | June 23, 2014
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The Importance of Knowing Your Audience
People are living and working longer;
5 generations are now in the workforce
• Traditionalists • Baby Boomers • Generation X • Generation Y • Millennial
Mary Schafer | June 23, 2014
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Research Shows This….
But do you know what happens when you assume…?
Mary Schafer | June 23, 2014
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Messaging
“Don't use words too big for the subject. Don't say infinitely when you mean very; otherwise you'll have no
word left when you want to talk about something really infinite.”
– C.S. Lewis
Mary Schafer | June 23, 2014
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Messaging: Where to Start
The hallmarks of effective change communications - ask the right questions:
• Who are we talking to?• What do they need to know? • Why?• When?• How?• What action do they need to take?• How can we arm managers to communicate?• How do we demonstrate the big picture?
Mary Schafer | June 23, 2014
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BestPractices
• Short and sweet
• Simple and memorable
• Layman’s terms
• Meaningful
• Designed to drive action
• Relevant
• Define, differentiate
• Address value prop
• Aligns with strategy
• By audience
• By depth of information
• Multi-lingual
Focus on MessagingMary Schafer | June 23, 2014
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Specific Communication Methods
Employee Ratings
53%
48%
Personalized Messages/Materials reflecting individual needs:
Online Decision Support Tools, like calculators, videos and FAQs:
96%
Employer Benefits Website:
Source: MetLife Annual Study of Employee Benefit Trends
Mary Schafer | June 23, 2014
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Vehicles
“We are in the throes of a transition where every publication has to think of its digital strategy.”
- Bill Gates
Mary Schafer | June 23, 2014
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Communication Strategies
Pick the Right Mix to Reach Your Key Audiences:Print:
• Posters, postcards
• Brochures, home mailings
Electronic:• Videos, e-mail
• Podcasts, surveys
Web:• External website, Internal portals
Mobile:• Smart phones, iPad (tablets), text
Social:• LinkedIn, Twitter, YouTube, Slideshare
Mary Schafer | June 23, 2014
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The Right Communications Vehicles Can Help…
HR professionals:• Enhance annual enrollment• Leverage multiple ways in reaching your
audience• Streamline benefits management• Nurture a culture of collaboration
Mary Schafer | June 23, 2014
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Using Mobile Technology
All print pieces include QR Code
Scan with smart phoneand watch a video aboutbenefit changes…
Mary Schafer | June 23, 2014
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Best Practices
Examples….Mary Schafer | June 23, 2014
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.Make it human
• Dry topic - completing a beneficiary form
• Add a human element to drive action
Mary Schafer | June 23, 2014
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.Keep it real
• Leverage
employee stories
• Make it relatable
• Have fun with
the message
Mary Schafer | June 23, 2014
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.Help them relate
• Dependent Care
FSA promotion
• Cute image
• Attention grabbing
Mary Schafer | June 23, 2014
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.Make ‘em smile
• Flexible spending
account promotion
• Café or break room
sign
Mary Schafer | June 23, 2014
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.Make ‘em stop and think
• Concise
• Easy to understand
• White space is OK!
Mary Schafer | June 23, 2014
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.Give clients the tools
• Prewritten materials
• Layman’s terms
• Timelines
Mary Schafer | June 23, 2014
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Measurement
“However beautiful the strategy, you should occasionally look at
the results.”
– Winston Churchill
Mary Schafer | June 23, 2014
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Did We Move the Needle?
• Review program goals and strategies • Leverage surveys, click-throughs• Use data, anecdotal information• Did employees take action?• Compare goals with outcomes
Mary Schafer | June 23, 2014
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What Works
• Align strategy to outcomes• Know your audience• Develop relevant messages that resonate• Leverage new and existing
communication vehicles• Measure, refine and follow up
Mary Schafer | June 23, 2014
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Questions?Mary Schafer | June 23, 2014