How employee expectation is driving benefit communication

3 min read

How employee expectation is driving benefit communication

Why and how employee expectations are driving benefit communication strategies

Employees now expect personalized benefit experiences that cater to their individual needs and aspirations. In fact, Gartner’s ‘Future of Work Trends Report’ found that 82% of employees say that it’s important for their organization to see them as a person, not just an employee. While personalization has long been an employee engagement staple; it does come with its complexities. Growing employee expectations have meant organizations have to rethink their benefit communication strategies, placing a strong emphasis on data and understanding to meet these heightened expectations. With that in mind, here are how and why employee expectations are driving benefit communication strategies in 2024 and beyond:

Understanding employee expectations

Gone are the days when a one-size-fits-all benefits package and communications could effectively meet the needs of a diverse workforce. Today, employees want benefits that resonate with their unique circumstances and priorities. Whether it's comprehensive healthcare coverage, or financial education, the demand for personalized benefits is on the rise

Employee insights

Central to crafting a benefits strategy that resonates with employees is the collection and analysis of employee insights. By actively listening to feedback, understanding preferences and interests of their workforce, organizations can personalize benefits and communications to better align with the employee interests, needs and expectations. This not only enhances satisfaction but when it comes to communications, understanding what employees want, also contributes to a more engaged and motivated workforce. In fact, last year our Global financial wellbeing research found that ‘loyal, engaged employees are more productive, and that leads to better business profitability.’ But the reverse is also true: When employers don’t have loyalty, employees are disengaged and more likely to leave the organization.

Personalized education

The most effective strategy to meet growing employee expectations is personalized education on benefits. Many employees may not fully understand the breadth of benefits available to them or how best to utilize them for their unique circumstances or needs. Our recent Global financial wellbeing research revealed that, ‘33% of employees don't have a strong understanding of their benefits, or how to make the most of them.’ By providing educational resources, tools and training, organizations can empower employees to make informed decisions about their benefits, maximizing the value they derive and driving better benefit ROI.

Addressing growing expectations

The shift towards personalized education underscores a proactive approach to addressing growing employee expectations. It goes beyond the traditional benefit communications to foster a culture of support and empowerment within the organization. When employees feel valued and equipped with the knowledge to make informed choices that align with their goals, it’s proven to improve loyalty and commitment. In fact, 44% of employees with employer provided education are more connected to their employer versus 20% without.

The future of benefits communications

Looking ahead, the trend towards personalized benefits education is set to continue evolving. As workplaces become more diverse and inclusive, the need for personalized benefit communications will only intensify. Organizations that embrace this shift and prioritize employee insights will not only attract top talent but also cultivate a workplace culture where employees thrive.

The evolving landscape of employee benefits underscores the importance of personalized education in meeting growing expectations. By leveraging employee insights and offering personalized educational resources, organizations can create benefits communications that keep up with demand but also resonate deeply with their workforce.

Find out more about how nudge can help support your benefit communications that keep up with employee expectations.