A solid communications campaign is the first step to drive engagement in benefits programs. And the best campaigns go far beyond hanging up posters and sending a spate of emails.
If you’re unsure of how to launch highly engaging communications, read Jiff’s six communication strategies to drive employee engagement. We’ve applied these principles to engage employees at rates 2x – 4x higher than industry average.
1. Meet users where they are. Before you launch your campaign, think of all the multiple touch points you can use to engage with your audience, and design your communications plan to provide updates through the most appropriate channel. For example, if your workforce is a mobile-focused company then push notifications may be more engaging for them than email alerts.
2. Adapt to customer culture and constraints. Tailor your messaging to align with your company’s culture and resonate with your employees. Jiff’s customer success team can help craft a communications strategy that will tie fun, engaging messaging to the program and company’s goals.
3. Deliver a clear message at the right time. Blanketing your employee population with general messaging about the program will fall flat. If the message is not relevant to their interests then it will be ignored. Target and segment your audience to address their individual health goals so that you can disseminate relevant communication that will drive engagement.
4. Incentivize the right behavior. When advertising incentives for your program, include messaging that promotes how the incentives are relevant and tie back to the employee population’s health goals. For instance, if you’re using points as incentives remind your participants that if they accomplish their goal, those points can then be redeemed for a prize of the user’s choice in the program’s reward center.
5. Less is more. Following the age old guidance of “less is more,” and ensure that the language in your email or push notification, as well as the design and wording of printed material, are not cluttered. The more convoluted and confusing the messaging, the higher the likelihood that your employee population will overlook the program.
6. Measure and track results. Tracking the results of your communications strategies provides key insights into the tactics that are working and that are not. Jiff can help you track your efforts and produce a survey that’s sent to your participants to gauge how the methods drive engagement in programs.
Bonus tip: Have a member of the company’s executive team, write an email or testimonial promoting the program. This top-down communication will convey the importance of the program to the employee population and show that the company is invested in their health and wellbeing.
When paired with personalization, gamification and beautiful design, these communications strategies not only drive engagement in benefits programs, but also build a culture of communication around health.
For more information on how our client service team can help you craft the perfect communication campaign, read “Client Service: How Jiff does it.”
A successful health benefits program is only as good as your employee’s intent to use it. And, in order to motivate employee participation in these programs, you need to pull every engagement lever available.