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ParƟcipant Handout
Presented by Julie Adamik, CEBS, CCP, VBP
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Mid-Sized Retirement & Healthcare Plan Management ConferenceKeys to Better Benefit Communications
Julie Adamik CEBS, CCP, CBPClick to Play Intro Loop
Leading specialty retailer that provides the products, services and advice that make it easier for customers to be great pet parents.
Quick Facts• More than 1,500 stores• Stores in all 50 states and Puerto Rico• 25,000 employees• Vision Statement: Healthier Pets.
Happier People. Better World.
A Little Bit About Petco
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What We’ll Cover
The case for effective benefit communications11
10 common benefit communication mistakes22
Benefits program branding33
Communications emerging trends44
Case study – Petco benefits program rebranding55
10 keys to better benefit communications66
Less rich benefits program communicated effectively
Rich benefits program communicated poorly
The Case for Effective Benefit Communications
Relationship between communication and employee satisfaction with benefitsRelationship between communication and employee satisfaction with benefits
22%
76%
Source: Towers Watson WorkUSA Study
Employee Satisfaction with Benefits Program
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10 Common Benefit Communication Mistakes
We cover too much information by sending out one communication at Open Enrollment crammed with 15 different messages and a dozen benefit acronyms.
10 Common Benefit Communication Mistakes
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10 Common Benefit Communication Mistakes
We assume all employees absorb and retain information in the same way and prefer the same medium.
10 Common Benefit Communication Mistakes
We assume professional sounding language is better than simple “plain speak” in benefit communications.
All I see is blah blah blah blah blah blah blah.
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10 Common Benefit Communication Mistakes
We think employees read their Open Enrollments materials from cover to cover.
10 Common Benefit Communication Mistakes
We assume employees will act on our messages without telling them why and without asking them to act.
Wait. Why am I doing this again?
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10 Common Benefit Communication Mistakes
It’s 8 pages long, front and back, in 7 point type and one quarter inch margins… to save on printing costs.
10 Common Benefit Communication Mistakes
We believe employees take their benefits information home to discuss with family members because the envelope says IMPORTANT on the outside.
What little family time we have, we spend reading about benefits!
What’s a benefit?
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10 Common Benefit Communication Mistakes
We accept management’s premise that a $2,500 communication budget should be adequate to communicate a $15 millionbenefits package.
Let’s see… that should just about cover one paycheck stuffer per employee. Great!
10 Common Benefit Communication Mistakes
We let the Legal Department “help” us draft our benefit communications. “Good news! Your 2-page Benefits Summary is now 10 pages
with a lot of legalese inserted like ‘heretofore’, ‘aforementioned’ and other mumbo jumbo to protect the company from employees who claim they don’t understand their benefits.”
Legal Dept.
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10 Common Benefit Communication Mistakes
Yawn… if it’s about benefits, it’s probably boring.
Benefits ProgramBranding
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Benefits Program Branding
Why is It Important?
• Increases employee understanding, appreciation, and buy-in of benefit programs and company culture.
• Internal branding is a powerful tool for all aspects of employment, including employee benefits.
• Creates an emotional connection between employees and the company.
Benefits Program Branding
What does it mean to brand your benefits?
Security Partnership
Peace of Mind Healthy Living
Unique Programs
Comprehensive Work-Life Balance
Progressive
Best Benefits in Industry Consumerism
All Stages of Life
FunDay One CoverageEasy
Safety Net
Just the Basics
Low Cost
Range of Choices
Personal Responsibility
Think about a few key values or attributes you want your benefits program to communicate. Here are some examples.
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Benefits Program Branding
Look for internal company resources.
Leverage your company information.
Spend some time sifting through your company’s marketing information and choose images, words and phrases that ring true for your benefits.
Adhere to your company’s graphic standards.
Including colors, fonts, logos, imagery, etc.
Come up with a program name and consider a tagline.
Work with marketing or corporate communications to leverage the company message into one that applies to your benefits program.
Benefits Program Branding Examples
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Benefits Program Branding Example
Barking About Benefits Quarterly MagazineRetirement Savings Issue
Benefits Program Branding Example
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Benefits Program Branding Example
Open Enrollment Poster
Communications Emerging Trends
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1 Billionsmartphonesin use globally
1 Billionsmartphonesin use globally
50%of all local searches arefrom a mobile phone
50%of all local searches arefrom a mobile phone
86%of mobile internet users use their device while watching television
86%of mobile internet users use their device while watching television
2014is the year that mobile internet usage will overtake desktop internet usage
2014is the year that mobile internet usage will overtake desktop internet usage
200 Millionmobile YouTube views occur every day
200 Millionmobile YouTube views occur every day
Smartphone Adoption
A Few Facts & Figures
http://cache.gawkerassets.com/assets/images/4/2010/03/090903-is-mobile.png; http://www.orangesoda.com/blog/wp-content/thumbnails/2410.png; http://searchengineland.com/the-united-state-of-social-mobile-marketing-63511; http://www.comscore.com/Press_Events/Press_Releases/2011/2/comScore_Releases_Inaugural_Report_The_2010_Mobile_Year_in_Review; http://www.morganstanley.com/institutional/techresearch/pdfs/Internet_Trends_041210.pdf; http://www.psfk.com/2011/01/tv-goes-hand-in-hand-with-the-mobile-internet-infographic.html
Sources
Next Slide
text messages are sent and received everyday
6,900,000,000*
* OMG that’s a lot of messages.
A Few Facts & Figures
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A Few Facts & Figures
YouTube Statistics• More than 3 billion videos
are viewed each day• 35 hours of video are
uploaded every minute• Base age demographic is
18 to 54.
Online video and multimedia has exploded on the Internet making it a common form of information.
Communication Emerging Trends
At Petco, we are currently developing our Barking About Benefits mobile web with benefits content, forms, tools, videos and other resources accessible outside the corporate firewall.
Barking About BenefitsMobile Web
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Today, we use QR codes on print communications to connect employees to a digital benefits video library which can be viewed on a computer, iPAD, eReader or any web-enabled smartphone.
QR Codes
Scan this QR Code with your web-enabled smartphone to access a short video about Open Enrollment for 2012/2013.
SCANNING
Communication Emerging Trends
Benefit videos should be designed for viewing on any web-enabled device… including smartphones. The best videos are short and to the point… no more than 5 minutes in length.
Next Slide
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National retail co-op selling outdoor gear and apparel for camping, climbing, cycling, fitness, hiking, paddling, snow sports and travel.
Quick Facts• 9,500 employees• 110 retail stores, catalog, Internet sales• $1.5 billion annual merchandise sales• $20 membership fee to join REI co-op
Communication Emerging Trends
REI highlights the key features of each medical plan using enthusiastic employee bobbleheadsand short jingles.
Click below to play
Next Slide
www.foryourbenefit-rei.com
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Communication Emerging Trends
A non-profit, non-partisan foundation focusing on the major health care issues facing the U.S. with information always provided free of charge.
Quick Facts• Source of facts, information and analysis for
policymakers, the media, the health care community and the public
• Works to communicate information about health care issues and give people information that can help them improve their health
• The foundation is not associated with Kaiser Permanente or Kaiser Industries
Communication Emerging Trends
The Kaiser Family Foundation created this educational video to explain health care reform in a way that’s fun, creative and easy to understand… and is available for free.
Click below to play
http://healthreform.kff.org/the-animation.aspx
Health Care Reform ExplainedHealth Care Reform Explained
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Petco Benefits Program Rebranding
Case Study
Petco Benefits Program Rebranding
Develop a communications strategy to include creation of a new employee benefits brand that’s fun, authentic, easy to understand and connects to elements of the company’s external brand.
…and roll it out with Open Enrollment
Our Challenge
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Petco Benefits Program Rebranding
The new employee benefits brand should be:
Use everyday language, be honest
Straightforward
Friendly and approachable
Conversational
Explain benefits like you are talking to someone face-to-face
Engaging
Energetic and fun
Positive
2Announcement
Postcard
10Online
EnrollmentSystem
5Spanish Open
Enrollment Guide
3Awareness
Poster
4Open
Enrollment Guide
6Petco TV Monitors
7Online
Benefits Videos
8Weekly
Articles on Intranet
9Onsite Open Enrollment Meetings
1Open Enrollment
Manager’s Preview
11Employee
CommunicationsSurvey
Employees
Open Enrollment Communication Touch Points
Open Enrollment Manager’s PreviewOpen Enrollment
Manager’s PreviewAnnouncement PostcardAnnouncement PostcardAwareness PosterAwareness PosterOpen Enrollment GuideOpen Enrollment GuideSpanish Open Enrollment Guide
Spanish Open Enrollment GuidePetco TV MonitorsPetco TV MonitorsOnline Benefits VideosOnline Benefits VideosWeekly Articles on IntranetWeekly Articles on Intranet
Click on each touch point to see an example.
Onsite Open Enrollment Meetings
Onsite Open Enrollment Meetings
Online Enrollment SystemOnline Enrollment SystemEmployee Communications Survey
Employee Communications Survey
Next Slide
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The Open Enrollment communication helped me
understand the benefits offered by Petco.
The Open Enrollment communication was
easy to read.
The Open Enrollment communication was
useful to me.
93%Agree or Strongly Agree
87%Agree or Strongly Agree
96%Agree or Strongly Agree
What We Learned (2,000 Employees Completed a Post Open Enrollment Survey)
What Our Employees Said“The materials were absolutely fantastic compared to previous years. I really understood my choices for once.”
“It’s very refreshing to have a company provide a full explanation of the benefits offered and how it affects my pocketbook.”
“Very nice magazine. Entertaining and informative.”
“I like the new options we have for benefits.Thecoverage is really good.”
“The benefits magazine was informative, understandable and easy on the eyes.”
“The magazine was way easier to read than any other employer’s materials.”
“I love our benefits! I really like the benefits magazine and even showed some of my friends.”
“Our benefits communication rocks! First time I ever wanted to look at an employer’s benefits booklet.”
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Employee Perceptions… Trending in the Right Direction
41%
46%49%
55%
43%
45%49%
30
40
50
60
2008 2009 2011 2012
Petco’s benefits package is comparable to benefit packages at similar companies.Q
DistributionCenters
CorporateOffice
Communication Awards & Industry Recognition
Pension & Investments Magazine 2013 Eddy AwardThe Eddy Awards were created to identify and reward the best practices in investment education to defined contribution plan participants.
International Academy of the Visual Arts (IAVA) 2012 Communicator AwardsThe Communicator Awards is the leading international creative awards program honoring creative excellence in advertising, corporate communications and identity work for print, video, interactive and audio.
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10 Keys to Better Benefit Communications
Clarity of MessageSay it quick and make it stick. Benefits are complicated – keep your messages simple and understandable.
10#
10 Keys to Better Benefit Communications
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Audience TypesRecognize different learning styles and communication preferences.
9#10 Keys to Better Benefit Communications
…to stand out, but keep company brand guidelines in mind.
Design with Flair8#
10 Keys to Better Benefit Communications
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Excite Your AudienceThe ultimate goal is to excite and engage your employees.
7#10 Keys to Better Benefit Communications
Keep Communications HonestBe open and honest. Dispel fear and suspicion.
6#10 Keys to Better Benefit Communications
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Did someone say “chick flick”? 5#
Communication ChannelsAim for multiple touch points using a variety of media –incorporating video whenever possible.
10 Keys to Better Benefit Communications
Explore Social Media Toolsto expand your reach and create new opportunities to connect with your
younger workforce.
4#10 Keys to Better Benefit Communications
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10 Keys to Better Benefit Communications
3#Listen and ShareDevise mechanisms to listen and gather feedback. Share feedback with your employees.
Improve and EnhanceAdapt communications according to feedback and success.
2#10 Keys to Better Benefit Communications
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10 Keys to Better Benefit Communications
(wait for it)
benefit communications is...And finally, the #1 key to better
Tillman the Surfing Bulldog | www.youtube.com/user/tillmanskateboarding/There’s no rule that says benefit communications have to be boring.
10 Keys to Better Benefit Communications
1#
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Questions
Julie Adamik CEBS, CCP, CBPTel: 858-909-4636Email: [email protected]
Brian LexmondTel: 619-296-1578Email: [email protected]
Please complete the session evaluation before leaving.