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August28,2019

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• Strategiesforputtingyouremployeesatthecenteroftheirbenefitsexperiencethroughyear-roundengagement

• Understandingemployees’needsandgoalstocraftpersonalizedbenefitscommunications

• Tipsforbuildingyourorganization’sunique“benefitsbrand”

Whatwe’lldiscusstoday

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TODAY’SPANEL

SueGetzCommunicationLeader- PracticeLeadershipatbswift

SueGetzhasovertwodecadesofbenefitscommunicationexperienceandcurrentlymanagestheCommunicationPracticeatbswift.Sheworkswithclientstodevelopstrongmulti-mediacampaignsthatinspireemployeestotakeaction.

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TODAY’SPANEL

JustinDauerVicePresidentofHuman-CenteredDesignandDevelopmentatbswift

JustinDauer isadesigner,author,andspeakerfromChicago.Hewrotethecelebratedbook CultivatingaCreativeCulture,istheVicePresidentofHuman-CenteredDesignandDevelopmentatbswift,andacontributortoleadingwebdesigne-zine AListApart.

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TODAY’SPANEL

RobertDiFabioDirector,NorthAmericaBenefitsatWatersTechnologiesCorporation

Inhiscurrentrole,RobmanagesEmployeeBenefits,HealthServices,WellnessandFitnessatWaters,NorthAmerica.Heisresponsibleforstrategy,budget,research,implementation,vendormanagement,compliance,communication,educationandongoingadministration.

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Whichrolewouldyousaybestdescribesyou?A. HRProfessional

B. BrokerorConsultant

C. Carrier

D. Other

POLLQUESTION

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WatersApproachtoBuildingaBenefitsBrand

©2019 Waters Corporation 8COMPANY CONFIDENTIAL

Serving our key stakeholders, and serving our employeesWaters is Built on a Strong Foundation of Values

Deliver BenefitTo Stakeholders:

Rewarding Career

Bright FutureHealthy Life

Total Rewards Delivers Benefits

Internally:

©2019 Waters Corporation 9COMPANY CONFIDENTIAL

Examples of branding

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WhichtopicdoesyourHRteamreceivequestionsaboutMOSTOFTENduringopenenrollment?A. Howtouseacertainbenefit

B. Definitionofbenefitsjargon

C. Howtoenrollinbenefits

D. Whentoenrollinbenefits

POLLQUESTION

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Throughyear-roundengagementwithapersonalized,integratedcommunicationstrategy—putyouremployeesatthecenteroftheir benefitsexperience

Wecanchangethewayemployeesperceiveandengagewiththeirbenefits

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1. Setexpectationswithalllevelsoftheorganization

2. Keepitsimple

3. Beclearandconcise

4. Createaneditorialcalendar

5. Betransparent

6. Onesizedoesnotfitall!

Tipsforcraftingeffective,year-roundbenefitscommunications

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Multi-channelSupport

CoreComms

CustomComms

Microsites

eGuidesVideos

Emails

SMSText

EMPLOYEEBENEFITS

EXPERIENCE

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MeetAnnabel54yearsoldTech-savvyHasconcernsoverhealthassheages

MeetColin23yearsoldSingleHealthy– wantsbasic,affordablecoverage

MeetDawn42yearsold9yearolddaughterwithasthmaCareiscrisis-oriented

WhatisaPersona?Apersonaisafictionaluserarchetype.Itrepresentsalargergroupofuserswithsimilargoalsandcharacteristics.

Designingtovaryinguserneeds,expectationsandgoalscancreateabetteroverallexperience.

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EmotionalExperience

Blake has no interest in taking a look at the plan options. He doesn’t think he’ll need to worry about this for another few years.

He’s done and thrilled to move onto more important things. Blake is left feeling like there was nothing in here that benefitted him. At the same time , he’s inspired to talk to his parents about how his current plan actually works.

Disinterest Relieved that he’s finished

Primary influences• His age• His current insurance

Primary influences• Lack of options for him

Plan Selection Review and Confirm

He recognizes that this might be a nice tool for someone who’s interested in medical coverage, but that’s not what he’s here for. Blake wishes he could ask her where to find information about his company’s 401k offerings, but it appears she isn’t any good for that.

Ignores the offer to access Ask Emma

Primary influences• Being on his parent’s plan• His good health

Ask Emma

At this point, Blake is annoyed that there doesn’t seem to be anything of value for him here. He’s ready to move through the rest of this as fast as he can.

Feels frustated that he can’t find what he’s looking for

Compare

Blake does wander into this page, but exits quickly in search for something similar that compares his 401k options. He’s sure it must be somewhere nearby.

Unenthusiastic about what is being offered here

Primary influences• Desire for 401k details• Being on his parent’s plan

Plan Options

He quickly clicks on anything that is unfamiliar to him out of sheer curiously, then swiftly waives everything. The process of waiving was almost too easy and he didn’t learn much about anything outside of medical.

Curious about what all of these enrollment options are and find it easy to waive what

he doesn’t want

Primary influences• Lack of need

Benefits LandingHome Page

Blake is in his early 20s, fresh out of college and still on his parent’s healthcare plan. He pays his parents monthly for his share of the cost. He’s only checking out enrollment to look for any employer funded accounts or “free money” and wonders if he can enroll in his very first 401k here.

Primary influences• “Free money”• 401k options

Eager to investigate if there are any employer funded benefits here

Narrative

Influences

Blake Montgomery Journey Map

Primary influences• Desire for 401k• Lack of need

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MicrositesAhubtocommunicatetoyouremployees,theirdependents,prospectiveemployees.

• Noneedtologintomultiplesites–allbenefitsinformationfoundinonespot

• Personalizedcontentthatiseasytoupdate• Builtjustforyourclientandtheirbrand• Optionsforpublic-facingorprivate/authenticatedsites

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Howoftenisyourorganizationleveragingpersonassystemicallyorforcommunicationneeds?A. Frequently

B. Rarely

C. Never

D. Don’tknow

POLLQUESTION

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INSUMMARY

• Year-roundengagementiscritical

• It’saboutchoosingand usingbenefits

• Leverageexistingdatatocraftapersonalizedemployeeexperience

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Definesuccess

GOALS

• Clear,easy-to-understandcommunication

• Driveplanmigration

• Increaseperceivedvalue

• Boostparticipationinwellnessprograms

• Promotenewprogramsandtools

MEASUREMENT

• Increase/decreaseinServiceCentercallrates

• Trackadoptionofplans;overallbenefitsspend

• Employeesurveys

• Increaseinparticipationrates;employeesurveys

• Reviewutilizationofprogramsandtools

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INSUMMARY

• Thisprocesscannotbetemplatized

• Thoughtfuldiscovery+development=atrulypersonalizedexperience

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INSUMMARY

• Benefitsbrandshouldbeconnectedtoyourorganization’scorevalues

• Usemultichannelcommunicationswithaclear,consistentcall-to-action

• Decisionsupporttoolshaveprovenresults!

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Questions

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SueGetz JustinDauer RobertDiFabio

Connectwithus

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bswift.com/insights/communication-resources

Learnmoreaboutcommunicationstrategiesatbswift

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