Perception is Reality: Best Practices in Benefits Communications
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Perception is Reality: Best Practices in Benefits Communications

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    Perception is Reality: Best Practices in Benefits Communications Perception is Reality: Best Practices in Benefits Communications Presentation Transcript

    • Presenter Name June xx, 2014 Presenter Contact Info INSERT SESSION TITLE Mary Schafer June 23, 2014 Vice President, HCM Strategic Services ADP Perception is Reality: Best Practices in Benefits Communications
    • 2 © Copyright 2014 ADP, Inc. Proprietary and Confidential Today’s Discussion • Workplace and Workforce Dynamics • The Case for Communications • Audience • Messaging • Vehicles • Best Practices: Examples • Measurement Mary Schafer | June 23, 2014
    • 3 © Copyright 2014 ADP, Inc. Proprietary and Confidential Workplace and Workforce Dynamics Mary Schafer | June 23, 2014
    • 4 © Copyright 2014 ADP, Inc. Proprietary and Confidential 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
    • 5 © Copyright 2014 ADP, Inc. Proprietary and Confidential And, Yet… Only 12 percent of leaders are working to address it … Source: The Economist Mary Schafer | June 23, 2014
    • 6 © Copyright 2014 ADP, Inc. Proprietary and Confidential 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
    • 7 © Copyright 2014 ADP, Inc. Proprietary and Confidential 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
    • 8 © Copyright 2014 ADP, Inc. Proprietary and Confidential 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.
    • 9 © Copyright 2014 ADP, Inc. Proprietary and Confidential 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
    • 10 © Copyright 2014 ADP, Inc. Proprietary and Confidential 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
    • 11 © Copyright 2014 ADP, Inc. Proprietary and Confidential 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
    • 12 © Copyright 2014 ADP, Inc. Proprietary and Confidential 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
    • 13 © Copyright 2014 ADP, Inc. Proprietary and Confidential Research Shows This…. But do you know what happens when you assume…? Mary Schafer | June 23, 2014
    • 14 © Copyright 2014 ADP, Inc. Proprietary and Confidential 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
    • 15 © Copyright 2014 ADP, Inc. Proprietary and Confidential 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
    • 16 © Copyright 2014 ADP, Inc. Proprietary and Confidential Best Practices • 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 Messaging Mary Schafer | June 23, 2014
    • 17 © Copyright 2014 ADP, Inc. Proprietary and Confidential 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
    • 18 © Copyright 2014 ADP, Inc. Proprietary and Confidential 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
    • 19 © Copyright 2014 ADP, Inc. Proprietary and Confidential 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
    • 20 © Copyright 2014 ADP, Inc. Proprietary and Confidential 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
    • 21 © Copyright 2014 ADP, Inc. Proprietary and Confidential Using Mobile Technology All print pieces include QR Code Scan with smart phone and watch a video about benefit changes… Mary Schafer | June 23, 2014
    • 22 © Copyright 2014 ADP, Inc. Proprietary and Confidential Best Practices Examples…. Mary Schafer | June 23, 2014
    • 23 © Copyright 2014 ADP, Inc. Proprietary and Confidential . Make it human • Dry topic - completing a beneficiary form • Add a human element to drive action Mary Schafer | June 23, 2014
    • 24 © Copyright 2014 ADP, Inc. Proprietary and Confidential . Keep it real • Leverage employee stories • Make it relatable • Have fun with the message Mary Schafer | June 23, 2014
    • 25 © Copyright 2014 ADP, Inc. Proprietary and Confidential . Help them relate • Dependent Care FSA promotion • Cute image • Attention grabbing Mary Schafer | June 23, 2014
    • 26 © Copyright 2014 ADP, Inc. Proprietary and Confidential . Make ‘em smile • Flexible spending account promotion • Café or break room sign Mary Schafer | June 23, 2014
    • 27 © Copyright 2014 ADP, Inc. Proprietary and Confidential . Make ‘em stop and think • Concise • Easy to understand • White space is OK! Mary Schafer | June 23, 2014
    • 28 © Copyright 2014 ADP, Inc. Proprietary and Confidential . Give clients the tools • Prewritten materials • Layman’s terms • Timelines Mary Schafer | June 23, 2014
    • 29 © Copyright 2014 ADP, Inc. Proprietary and Confidential Measurement “However beautiful the strategy, you should occasionally look at the results.” – Winston Churchill Mary Schafer | June 23, 2014
    • 30 © Copyright 2014 ADP, Inc. Proprietary and Confidential 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
    • 31 © Copyright 2014 ADP, Inc. Proprietary and Confidential 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
    • 32 © Copyright 2014 ADP, Inc. Proprietary and Confidential 32 Questions? Mary Schafer | June 23, 2014