the future of employee benefits online - a case study

Managing Your Digital Employee Communications

for Maximum Effectiveness

Presented by Modus

@ModusAssociates

https://twitter.com/modusassociates

http://www.modusagency.com/

Jason ValdinaVP, Engagement Strategy,

Modus Agency

Todd StensbergCreative Service Manager,

Marshfield Clinic

Introductions

3Presented by Modus

Modus AgencyDigital Innovation

Consultancy

Marshfield ClinicLeading Health Care System with Over 50 Locations in Wisconsin

Background

4Presented by Modus

What we’re going to talk about:

Creating meaningful employee benefits communications

3.Internal

CommunicationsBest-practices

2.Employee

EngagementChallenges

1.Benefits

Engagement Trends

5Presented by Modus

6Presented by Modus 6Presented by Modus

Employee engagement trends in today's business landscape

6Presented by Modus

7Presented by Modus 7Presented by ModusApple Inc.

7Presented by Modus

1. Our experiences as

consumers have reshaped our

expectations of communication &

collaboration at work

8Presented by Modus 8Presented by Modushttps://flickr.com/photo/115808442@N02/13635026403/

Good customer service in the

consumer space has shaped our

sense acceptable workplace

support.

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Our awareness of good user

experiences have increased

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“People are increasingly wearing their B2C hats to the office, expecting to find ...experiences that will make or break how they view your brand”

Sheryl Pattek, Analyst - Forrester


Technology has shaped our expectations of immediacy

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We've been searching for

more than 20 years



Search is applicable in the

digital workplace in more ways than

ever before.



2. Many niche services

have stepped in to fill voids that the big HR

management systems don’t




Employee experiences created outside the 4 walls of your office


Innovation driven by 3rd party solutions

Solution Categories● Employee onboarding● PTO management● Performance reviews● FSA/HSA payment services● Peer-to-peer feedback● Rewards programs● Talent retention● Continuing education● Stock plan administration



Integration is the new “build vs. buy”

Build Buy Integrate+


3. Millennials present

fresh expectations in the workforce around both communications

& benefits



Your younger colleagues have

different priorities.

Meeting the bare requirements

won't cut it. 20Presented by Modus


Company culture is one of those priorities.



Simplification and personalizationis assumed




Digital first, with social behaviors coming naturally (liking, favoriting, chatting, sharing)

24Presented by Modus 24Presented by ModusFacebook Inc.


The launch of “Facebook @ Work” and success of Slack are owed to this behavior shift


4. Companies are serving

larger mobile and remote workforces

than ever before



Distributed and remote teams have become widely accepted & supported

26Presented by Modushttps://flickr.com/photo/30946741@N05/16579806323/


Business and personal micro moments occur throughout the day (and night)



https://flickr.com/photo/111162453@N07/11315449564/

Planning for and measuring positive outcomes has never been easier

Google Research


5. Planning for

and measuring the success of employee communications has

become easier thanks to increased access to

data and analysis



Data is everywhere


31Presented by Modus 31Presented by Modus@Graphika_Inc

Abundant opportunities to

measure behavior and identify gaps



Opportunities


Challenges

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So, how do you win the attention and engagement of your employees?A look at how the Marshfield Clinic Health System is tackling common challenges around internal communications and employee engagement



● From separate businesses to a unified health system

● From historical management to a new leadership model

● From 10,000 to nearly 12,000 employees in the next two years

● From 8-8 to 24/7 operations

● Renewed focus on mission, vision & values

● Massive industry shifts in legislation and technology

Marshfield Clinic’s business challenges


● Historically undervalued by Leadership

● Fragmented & lacking strategy

● Top down & lacking transparency

● Under-resourced

● Little ability to measure

● Email overload

Internal communications challenges


Outdated employee intranet 36Presented by Modus


Proliferation of siloed content & tools 37Presented by Modus


External communications 38Presented by Modus


Internal communications 39Presented by Modus


Consumer delight in B2C

marketing



Employee plight in internal “marketing” 41Presented by Modus


People Facilities

Customer Experience

Employee Experience

...key piece of the puzzle.


We need to think (and act) like marketers

to earn the engagement of employees



● Creating a usable, engaging, and integrated communication & collaboration platform

● Fostering more consistent and fluid relationships between colleagues and communities

● Building digital tools & content that address the needs of key audiences

● Engaging and retaining top talent across the health system

● Removing noise and renewing focus

Internal communications objectives


Applying customer-centered thinking to employee experiences

#1



Daunting for Internal teams to

create experiences as elegant as Apple

and Google services



Time, resource & expertise

constraints make this difficult to

execute on



Employee-centricity is totally doable, even with a small team



“User-centered design” is as much about addressing needs as it is about design



EmployeesManagement


Employee intent needs to be understood

Effectively engage and retain employees -

Align internal communications -

Drive adoption of key benefits -

Streamline efforts to accomplish the above -

?


Get a clear sense of your employees needs/priorities & build a strategy to address them



Inform your strategy through dialog with colleagues


identify what frustrates and inspires your people



Learn how they expect information to be accessed and delivered


EmployeeBenefits

Reporting &Analytics

Education &Research

Medical Reference Library &

Policy Guidelines

Wayfinding &Directories

Culture, Community & News

Role/Dept-specific Tools & Content


Test to identify elements that will improve the employee experience


Balance needs with biz objectives

Effectively engage and retain employees -

Align internal communications -

Drive adoption of key benefits -

Streamline efforts to accomplish the above -

- Simplify

- Make it personal

- Don't make us think

- Automate & integrate

EmployeesManagement



Keep it simple with a seamless, integrated experience

#2


3rd party services create a “swivel chair” effect for employees (and benefits managers)



The information landscape becomes fragmented across multiple services and sources




Not integrated out of the box, so planning and resources are required to get these tools to talk to each other


Intranets are a great way to centralize access to content,

data and launch points for key 3rd party systems



● A central place to manage and take advantage of benefits

● Bubbles up key data points from disparate systems & sources


● Merchandises other benefit programs, such as career development

● Serves as a central launch point into other tools


KPIs presented within data widget that can be customized by department, role etc.


pull “data bubbles” into internal apps to support common tasks




deep link into specific tools for task-centric work


Focus on content and experiences that bring things together holistically



support behaviors that lead topositive outcomes

https://flickr.com/photo/31065898@N08/8220970905/ 68Presented by Modus

#3


Bring culture to the foreground via collaborative dialog

https://www.flickr.com/photos/76974161@N05/6904258341/ 69Presented by Modus


we... follow

like comment

share search...




Weaving these into the fabric of employee communications removes engagementbarriers


0 750 1500 2250 3000

workdaygoogle

cafeteriajobs

mileagetravelforms

reimbursementmarshfield clinic

logomy marshfield clinic

policiesmap

dentalfuneral leave

tuitionbenefits

proceduregrand rounds

resignation

SEARCH TERM FREQUENCY

CULTURAL

CRITICAL

Both cultural and critical keywords need to serve up

highly responsive results

Streamline the lifeline of your organization: Search


Response: menus for 4 separate MCHS cafeterias as highlighted results

“cafeteria”Rank: #3

Meaning: clear

Interpretation: I’m hungry and want to know whether I should go out to eat lunch.


Response: Employee resignation form as highlighted result

“resignation”Rank: #20

Meaning: unclear

Interpretation: Looking to resign or read about someone who recently resigned?



https://drive.google.com/open?id=0B8yld5b0nAaXdHJuSmlmcThoclE

https://drive.google.com/open?id=0B8yld5b0nAaXdHJuSmlmcThoclE


#4



One size fits all doesn't work anymore:Personalize your employee experience



Personalization isn’t just for marketers (anymore)


5x-8xPersonalization can deliver

five to eight times the ROI on marketing spend and

lift sales 10% or more.

+30%By 2018, B2B companies

with effective personalization on their e-commerce sites will outsell by 30% competitors

without the same level of personalization.

+20%On average, marketers who

provide and measure personalized web experiences

see an increase of nearly 20% in sales.


Use analytics and data to influence behaviors and drive key outcomes


Relevance,Engagement,Retention, Utilization,EfficiencyLoyalty

Big data

Employee &Management expectations + =


Many organization’s

voice are drowned out by too much

email



Email & intranets present great opportunities to personalize the

employee experiencehttps://flickr.com/photo/98841572@N07/9290158387/



Highlight specific content and features around key personas across

the organizationHighlight specific content and features around key personas across the organization



Break down barriers to access communications channels for

mobile or remote staffCarol MontgomeryBusiness User

Kenny KellerFacilities Team

Amanda HoltzAdvocate

Dr. James SchmidtCaregiver

Primary Secondary

Develop internal audience segments, and KPI’s to measure effectiveness


Implement an analytics program

and regularly monitor progress



Test different ideas to see what works, with the data to prove it



How to win the attention and engagement of your employees:

1. Learn the needs and priorities of your internal audiences

2. Keep it simple

3. Create a seamless experience

4. Support behaviors that lead to positive outcomes

5. Think like a marketer

6. Make it personal

7. Use data and insights to measure success and guide your strategy


Q&A

Presented by Modus

@ModusAssociates


Available at www.modusagency.com

http://www.modusagency.com/designing-a-world-class-intranet-7-key-strategies/

http://www.modusagency.com/designing-a-world-class-intranet-7-key-strategies/


Thank you

Todd StensbergCreative Services Director

[email protected]

Jason ValdinaVP, Engagement Strategy

[email protected]

@ModusAssociates

https://twitter.com/ModusAssociates

the future of employee benefits online - a case study

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