When the name of the game is employee engagement, it’s time to stop thinking about your benefits as programs and start thinking of them as products—and design them accordingly. Design thinking can help you create programs that attract and retain employees—and delight them along the way, too.
Recently, a high-tech client asked for our help in creating a benefits website strategy. They wanted to offer their internal customers the same high-caliber user experience that they provide their external customers on their slick, cutting-edge corporate website. Here’s what we told them.
If you’re having a hard time getting employees to take notice of their benefits and engage with the programs you provide, you’re not alone. It’s a story we hear a lot from our new clients. In fact, it’s often the No.1 problem we’re asked to solve.
People approach information—online and in print—in different ways. As communicators, it’s our job to help accommodate as many of those ways as possible. After all, at the core of user-centered design is the user experience.
The world is changing in more ways than we can count. For benefits professionals, this means adapting to three big, new realities and factoring them into your employee benefits strategy to help your organization thrive.
How many times have you spoken of your employees in generalities? “Our average age is 42,” or “Our average income is $72,000 a year.” What do those generalities tell you about Paul in Accounting’s current sources of stress, or which programs he might be open to or need? Learn why thinking of your employees as individuals, instead of averages, will increase the effectiveness of your benefits communication.
Most employers have finally realized that they need to have a benefits website—sometimes called a hub or portal—as a single place online (outside the firewall) to house all their benefits information. But in today’s world, that just isn’t enough. To stay a step ahead of the competition, meet employee expectations, and get the most from your benefits—and website—investment, you need to have a great benefits website.
When it comes to communicating new programs, it’s tempting to take the path of least resistance and let your program vendor handle the communication—especially if it’s included in their implementation fees. But unless it is fully aligned with your brand and your overall strategy, that standard communication can lead to lackluster results that could cost you in the long run.