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Benefits and Behavior Change
February 6, 2014
Oodles of Behavioral Research
Introduction: so many limitations…
How employees decide (or not) about benefits
Practical Exercise
A behavioral approach to benefits
Topics
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4
So many limitations…
attention
willpower
memory
handling complex decisions
1 2 3 4
Constraining employee action 1 2 3 4
Too many choices
Countless product options
Choice overload
Time
Work, love, play
Never urgent
It Makes Us Feel Bad
Scary realities; Deprival
Lots of baggage
It’s Hard to Maintain
We’re usually acting
on instinct & habit
Temptations abound
Employees
What’s Going On?
Employee Context is Vital 1 2 3 4
Introduction: so many limitations…
How employees decide about benefits
Practical Exercise
A behavioral approach to benefits
Next Up – How employees decide
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Why don’t they use the program? 1 2 3 4
6 Obstacles to Action 1 2 3 4
Cue
Did they really see it?
1 2 3 4
Here’re the rules:
5 for shouting it first
1 for being silently right
1 2 3 4
Cue
When is the best day of week & time of day?
10:30am Monday 10:30am Tuesday 8pm Tuesday
1 2 3 4
Cue
When is the best day of week & time of day?
10:30am Monday 10:30am Tuesday 8pm Tuesday
3.7% clicked 7.1% clicked 1.6% clicked
1 2 3 4
Reaction
Do your employees immediately shut down?
1 2 3 4
Reaction
Which version is more inviting?
27% boost in account creation
1 2 3 4
Reaction
Who should send the message?
Benefits@CompanyName
Andrea@CompanyName
1 2 3 4
Reaction
Who should send the message?
Benefits@CompanyName
Andrea@CompanyName
41% opened
42% opened
1 2 3 4
Evaluation
Is it actually right for them?
1 2 3 4
Evaluation
What are employees really looking for?
1 2 3 4
Evaluation
What are employees really looking for?
52% increase in clicks
1 2 3 4
Ability
Can they actually take action (and do they know it)?
1 2 3 4
Ability
How do they know they’ll succeed?
1 2 3 4
Ability
How do they know they’ll succeed?
5.5% clicked
8.5% clicked
1 2 3 4
Timing
Why should they take action now?
1 2 3 4
1 2 3 4Timing
How can you create urgency?
“...If you sign up by 7PM today,
you are eligible to win a free
iPad mini!”
“...If you are one of the first 100
people to sign up, you are
eligible to win a free iPad mini!”
Timing 1 2 3 4
How can you create urgency?
“...If you sign up by 7PM today,
you are eligible to win a free
iPad mini!”
“...If you are one of the first 100
people to sign up, you are
eligible to win a free iPad mini!”
7.5% clicked
9.6% clicked 13.1% clicked
Execute 1 2 3 4
What do they learn from the first experience?
Execute 1 2 3 4
What connects with their prior experience?
“Ask your friends” “Inspire your friends”
Execute 1 2 3 4
What connects with their prior experience?
“Ask your friends” “Inspire your friends”
5.9% boost in referrals
Are All The Pieces In Place? 1 2 3 4
Techniques 1 2 3 4
Obstacle: Try This:
Cue Tell the Employees What the Action Is
Make It Clear Where to Act
Clear the Page of Distractions
Reaction Make Site Beautiful and Professional
Deploy Social Proof
Display Strong Authority on the Subject
Be Authentic and Personal
Evaluation Prime Employee-Relevant Associations
Leverage Loss Aversion
Use Peer Comparisons
Run a Competition
Avoid Cognitive Overhead
Avoid Choice Overload
Avoid Direct Payments
Ability Elicit Implementation Intentions
Default Everything
Lessen Burden of Action and Information
Deploy (Positive) Peer Comparisons
Timing Frame text to avoid temporal myopia
Remind of prior commitment to act
Make it scarce
Make it time-sensitive
So many limitations
How employees decide (or not) about benefits
Practical Exercise
A behavioral approach to benefits
Next Up – Practical Exercise
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2
3
4
Exercise! 1 2 3 4
So many limitations
How employees decide (or not) about benefits
Practical Exercise
A behavioral approach to benefits
Next Up – A Behavioral Approach
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4
Facilitate Employee ACTION 1 2 3 4
ANALYZE
ANALYZE
what employees need
1 2 3 4
CRAFT
CRAFT the benefits package to
meet the CREATE criteria
1 2 3 4
TEST
TEST the design before full
implementation
1 2 3 4
IMPLEMENT
IMPLEMENT
The benefits intervention
1 2 3 4
1 2 3 4 OBSERVE
OBSERVEHow the implementation goes and the
package’s impact
NAVIGATE
NAVIGATEThe inevitable challenges and find solutions
1 2 3 4
Thoughts? I’m all ears… 1 2 3 4
Summary 1 2 3 4
Summary 1 2 3 4
Summary 1 2 3 4
Thank You!
