Our earlier blog discussed the problem of designing a benefits program which would appeal to today’s multi-generational workforce. However, your challenge doesn’t stop there. An amazing benefits package means nothing if employees don’t know what’s on offer. To boost engagement, your communication needs to reflect the idiosyncrasies of each generation, and appeal to them as individuals.
It’s easy to over-generalise, but each generation does have strong preferences for how they receive company communications. The older generations (those born before the war, and baby boomers) vary wildly in their familiarity with technology, but they do tend to prefer a more personal and tangible approach. Calling a team meeting and presenting your new benefits package to a group of employees would be a good start, especially if they can ask questions to a knowledgeable HR person at the end and leave with paper summaries to refer back to.
Generation X are more comfortable with receiving complex communications through email. A well-crafted email campaign which spells out your benefits offer and prompts employees to enrol should form the basis of your strategy. It also allows Gen X employees to conduct their own online research, giving them greater confidence in their choice of which benefits to opt for. However, like older colleagues, Gen X will appreciate access to expert in-person help, accessed via phone or email.
Employees who grew up in the internet age require a different approach. Their communication preferences revolve around flexibility and utilising digital solutions. Although millennials and Generation Z are not resistant to receiving information via traditional means, your benefits programme will have a higher take-up rate if you make it accessible via social media, instant messaging or a mobile benefits app.
Digital communication is a fantastic opportunity to appeal to younger employees, but your choice of language needs to reflect the less formal online environment. Using standard business jargon or misjudged slang is guaranteed to turn Gen Z off from your message. Instead, you could enlist help from representatives from each generation in crafting online communications, using language which is meaningful to them.
That’s all very well, you may be thinking, but not every company has the resources to tailor their communications to each generation. However, you can still boost engagement through age-appropriate communication channels - even with a broad-brush approach. Emails probably have the widest cross-generational appeal, but it’s important to design a segmented campaign which highlights the most relevant benefits for each generation’s financial and personal lifecycle. For example, shared parental leave may delight prospective mums and dads, but it’s unlikely to cut much ice with the over-65s. Smart companies know their workforce, and are pro-active enough to provide employees with everything they need to make an informed choice about benefits.
Finally, communication should be a two-way street. Make sure that when you’re getting the information out there, you find time to gather feedback on how employees are finding the process. Is your communication clear and effective? Do employees feel engaged? What could you improve on for next time? Refining your procedures at this stage will help your workforce take ownership of your benefits offer, and simplify the whole process next time around.
If you’re concerned about navigating the multi-generational minefield, Innecto can help. We curate benefits offers by garnering detailed opinions among employees, running focus groups, and analysing the results. We also organize the tender process and recommend best-fit providers for your needs. Call us on 020 3457 0894 to get started.
