It may be that the ability to commu-
nicate employee benefts in a way
that drives participation, increases
perceived value, and fosters a com-
panywide sense of trust is the most
underestimated challenge in the
business world. And, given the po-
tential power of benefits options in
driving employee satisfaction, at-
traction, and retention, it’s fair to
say it might be the most important
as well.
Unfortunately, feedback from U.S.
workers indicates most companies’
communications and education about
benefts aren’t up to par. In fact, the
Afac WorkForces Report fnds that
only nine percent of workers say
their HR department communicates
extremely effectively about benefts
packages offered. Another 22 percent
say their HR department communi-
cates not at all or not very effectively.
Surprisingly, the study found little
difference in how employees perceive
the effectiveness of benefits commu-
nication, regardless of whether they
work for large or small companies.
This is contrary to the common belief
that larger organizations fare better
due to larger internal and external
resources.
Corporate America spends billions of
dollars on health and welfare benefts
options every year. It is vital that or-
ganizations begin extending beyond
simply communicating, to marketing
their benefts packages. Both employ-
ees and employers can experience the
negative effects of insuffcient com-
munication and marketing of benefts
options. On the other hand, when a
company shows it cares about its em-
ployees, both parties reap rewards in
the form of happier, more engaged,
and more productive workers.
Mastering Effective
Benefits
Communication
& Marketing