Employers devote significant time, energy and resources toward employee benefits — and rightfully so. A robust benefits package can capture potential candidates’ attention and convince current employees to ignore other opportunities. But neither of these outcomes are possible if employers fail to showcase their benefits.

A recent survey by FinFit and HR Dive’s studioID explores how organizations communicate employee benefits — including offerings specific to financial wellness — and the results they see from their efforts and the offerings themselves. The data offered several clear takeaways that organizations can leverage to refine their own communication strategies.

Employers take a multi-pronged approach to benefits communication

Today’s employers have an array of choices when it comes to benefits communications. Communication channels include traditional methods like mailers and flyers, but they also encompass more modern mediums, like text messaging and social media.

The survey showed that employers are leveraging multiple strategies on both ends of this spectrum. Employers rely on 4.4 different communication methods on average; however, the majority of employers use only three. By far the most popular method of communication is email, used by 87% of respondents. Discussion during in-person meetings and text messages are also widely used marketing techniques.

Employers aren’t afraid to customize their benefits messaging — only 16% of respondents said they do not tailor communications at all. Nearly two-thirds of respondents said their organization customizes benefits communications according to employees’ job levels. More than half said they adjust messaging according to departments. 

Despite a widespread commitment to bespoke communications, most employers (71%) said they rely on vendors and partners to supply communications and marketing materials. But only a quarter indicated that these third parties fully execute their communication and marketing efforts. 

When it comes to financial wellness benefits, specifically, most companies keep their communications surprisingly light. Only a third of companies communicate these benefits year-round. At most organizations, employees receive information regarding financial wellness benefits when they join the company (77%) and during open enrollment (67%).

The strategies behind confident communications

Most respondents (57%) said they are very satisfied with their organization’s approach to communicating its financial wellness benefits. Interestingly, the same number of respondents (57%) said they were very satisfied with the impact of these benefits.

About 60% of respondents said the benefits improved productivity, increased retention and enhanced employee engagement. A third said the tools gave their organizations a better competitive advantage in recruiting and reduced absenteeism. Very few respondents — only 5% — expressed dissatisfaction with their financial wellness benefits. What’s more, only 14% reported having observed no measurable ROI from such tools.

The data revealed interesting patterns among respondents who were satisfied with their communication of financial wellness benefits. Very satisfied respondents were significantly more likely to say that:

• Their vendors and partners supplied communication and marketing materials. 
• Their vendors and partners executed their communication and marketing strategies.
• They devoted more communication efforts toward financial wellness benefits than other offerings. 
• They use text messages, workplace social media and digital team chat platforms to communicate their benefits.

5 key takeaways from benefits experts

The survey data illuminates the strategies used by organizations that are highly satisfied with their approach to benefits communication. Two benefits experts weighed in on the findings to provide five actionable takeaways for organizations looking to improve their own benefits marketing: 

#1: Keep it simple

Employers should speak as conversationally as possible when talking with employees about their benefits. Speak in a way that will resonate with your audience,” said Dan De Oliveira, Senior Director of Benefits Design at Quest Diagnostics. “Don’t use technical benefits terms or industry jargon.”

#2: Shake it up

Employers shouldn’t be afraid to get creative with benefits communication channels and formats. De Oliveira’s team at Quest, for example, has recently experimented with short-form video content. The team posts one-minute “Quest Reals” that feature an employee talking about a benefit or topic. The videos are low-cost and easy to create, but they offer employees memorable information and a personal connection. 

#3: Meet employees where they are

Quest has leveraged social media in another way. When employees post a benefits-related discussion on Viva Engage, a Microsoft 365 social networking platform, the benefits team chimes in to post updates or answer questions. It’s an effective way to remind employees of the benefits available to them, De Oliveira said, especially as many Quest employees are not sitting at a desk all day — like those working in our labs and patient service centers — so they use Viva Engage in addition to their email.

#4: Make managers the benefits masters

It’s important to make sure managers and supervisors are well-versed in the benefits their employers offer; when employees have questions, they’re often the first to field them. At Quest, people leaders often provide a high-level overview of specific benefits in team huddles or town halls. 

#5: Prioritize marketing-minded partners

Organizations that are looking for a new benefits partner keep long lists of desired qualities. Among these should be how a vendor approaches marketing and communications. “Make it a criteria as part of the selection process,” said Michael Woodhead, chief commercial officer at FinFit. “If they’re not going to be a thought leader in that area, you may need to find a different partner.”

For more details, read the report today

If you’d like more details on the state of employee benefits and how employers are marketing benefits offerings, access the full report. Explore a multitude of insights and expert commentary on how organizations can leverage these learnings to improve their own communication strategies.