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Open Enro l lment WeekPowered by PlanSource
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All sessions will be recorded and sent out next week;
OE Week giveaway for attendees that watch all 5 webinars
Jessica Foust
Communications Director
PlanSource
O E W e e k D a y 3 –C o m m u n i c a t e & E m p o w e r
Educate & Empower EmployeesCommunicate & Engage
Neil Mammele
Marketing Director
PlanSource
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Wellness Guide & OE Playbook will be sent via email!
All the slides and recordings will be sent next week!
The Case for Social Media
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Employees have questions all year long
Confidential and proprietary 88
The NeedWhat do your employees want to know?
Employers know an appealing benefits package can be a powerful tool to attract and retain quality employees.
Yet the best benefits are wasted if value isn’t communicated to employees.
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Quickly….Summary of the state of employee communication
We’re struggling to communicate effectively, especially benefits
We can’t, or won’t, track our communication
We have to get more impressions in front of our teams in order to drive action, and we have to keep it short
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And yet…
of companies said they used social media to communicate with employees about benefits.3-8%
Source: Thomsons Online Benefits
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Social Media – Increase EnrollmentReal time & year-round communication
No delays from transferring physical paperwork
Plan administrators can quickly communicate key messages and deadlines
Social Media facilitate year-round communication and awareness of employee benefits,
through engaging content
By communicating the value of benefits and making informed decisions
throughout the year, you are setting your team up for a smooth open
enrollment when the time arrives.
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Confidential and proprietary 13
Confidential and proprietary 1414
Social Media| Pros and ConsGoing where your employees are spending their time
Can open two-way communication between management/HR to employees and also employees to employees.
Private group makes it easy to manage publicity issues.
Push notifications make “real-time” alerts a reality.
Your employees are there & it’s free!
Requires someone within the company to manage, comment, answer questions and oversee the channel. Expert
Some employees feel invaded by having their work also in their social feeds - although this opinion is changing rapidly.
You can also allow users to “opt in.”
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5 Strategies for a Successful OE Communications
Campaign
Confidential and proprietary 16
S u c c e s s f u l C o m m u n i c a t i o n
How your programs are promoted is just as important as how they're designed.
Confidential and proprietary 17
Strategy #1Get Personal
Confidential and proprietary 18
Why Personalize Communications?
Builds a deeper relationship with employees
Provides relevant content
Gives a face to HR
Offers better recommendations
Boosts engagement
Drives enrollment and participation
Confidential and proprietary 19
Target Specific Segments of EmployeesMessage employees based on workforce characteristics
Enrollment status Classification Gender
Location Union Status Enrolled Benefits
Confidential and proprietary 20
Examples of Personalized CommunicationsThe average employee is fully expecting personalization in every communications campaign you run
Targetedemails
Custom video messages
Benefit recommendations
Social Media
Fear of Missing Out(FOMO)
Confidential and proprietary 21
Mobile is Key to Personalization
Employees will be more apt to engage in personalized content vs generic content
Partner with an HR or benefits technology company that can provide personalized messages
Blanket email messaging to an entire company is no longer effective
Automation is critical to creating one-to-one experiences with employees
Confidential and proprietary 22
Strategy #2Up Your Email Game
Confidential and proprietary 23
S u c c e s s f u l C o m m u n i c a t i o n s
Email still has the ability many channels don't: creating valuable, personal touches – at scale.
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Strategy #2
Of professionals name email as their favorite mode of communication86%
Source: Connect Mogul | Loyalty 360 | Velocify eReach.com texting statistics
Apply Email Marketing Best Practices
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Use an attention-getting subject line
If they don’t open it, it doesn’t matter what’s in it!
Keep them as short as possible | Follow this simple outline
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Apply Email Marketing Best Practices
Don’t do too much education in the email, instead, link to videos
Short paragraphs, and use bullets whenever possible
Include calls-to-action with a deadline to create a sense of urgency
Use “reply” to a prior email rather than repeat yourself
Personalize the email
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Apply Email Marketing Best Practices
Emails with personalized subject lines are 26% more likely to be opened
The open rate for emails with a personalized message was 17.6%, compared to 11.4% without personalization
Emails that included the first name of the recipient in their subject line had higher click-through rates than emails that did not
Sources: Hubspot, Experian
Confidential and proprietary 28
Strategy #3Try Text Messaging
Confidential and proprietary 29
S u c c e s s f u l C o m m u n i c a t i o n
Text messaging is on every mobile device and your next HR goal is just a message away.
Confidential and proprietary 30
Text Messaging as an Alternative to Email
Text messages have a 98% open rate
90% of all text messages are read in under 3 minutes
70% of U.S. consumers appreciate getting texts from healthcare providers
Sales prospects who are sent text messages convert at a rate 40% higher than those who are not sent text messages
Sources – Connect Mogul | Loyalty 360 | Velocify | OneReach.com texting statistics
Confidential and proprietary 31
Text Messaging as an Alternative to Email
Relatively inexpensive way to reach your employees (and their spouses!) where they are
Simple, easy and convenient for your on-the-go employees with a 98% open rate
Great for announcements, reminders and CTAs with links to add text
160-character limit means your message must be simple
Employees should opt-in, and they may not want to receive texts from you
Employees who don't have unlimited text messaging will have to pay for texts they receive
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z
Confidential and proprietary 32
Texting Best Practices
• Be clear about what employees will get via texts
• Be aware of frequency
• Text during normal hours
• Provide value
• Use short and concise messaging
• Set up groups & personalize the texts
• Schedule texts
• Measure what works
Hi Jessica,Did you know you can save pre-tax dollars with an HSA and/or FSA? Get the ins and outs of Savings Accounts here:https://benefits.plansource.com/3Hf45i2jgH
Confidential and proprietary 33
Strategy #4Go Visual & Use Great Design
Confidential and proprietary 34
Make It Visual
Of the information transmitted to the brain is visual
Times is how much fastervisuals are processed than text
90% 60,000
Use Images• Articles with images get 94%
more total views• Content with photos have a
37% higher engagement rate over text-only content
• An image can improve information recall by 65%
• Images on Facebook receive 20% more engagement than videos
Think Design First
Better design =
Better engagement
Better interactions
Better understanding
Better action
Confidential and proprietary 37
Visual Content TipsFocus on creating valuable, relevant and consistent content
Brand your communications and think about developing a brand or campaign-specific avatar.
Be brief and concise in order to connect with the workforce.
Make your communications more human. Speak to employees the way they speak to each other.
Use video to better engage your workforce. Think about creating videos to replace benefits meetings.
Confidential and proprietary 38
Strategy #5Create Infotainment Content
Confidential and proprietary 39
Inform & Entertain Your Employees
Confidential and proprietary 40
How to Create InfotainmentInfotainment is a great way to engage employees and familiarize them with their benefits
Keep it simple
The shorter the better
Tell a story
Don't skimp on the info
Use humor
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Year Round Communication Tips | Staying Ahead
Increase in voluntary benefits enrollment with employers creating year-long communication and feedback loops42%
Creating a feedback loop that enables preparedness
Source: Eastbridge Consulting Group
Jennifer Daniel of Aflac is presenting:
Tu n e i n To m o r r o w !
Employee Benefits Trends & Innovations
2 P.M. EST
Confidential and proprietary 43
GET IN TOUCH
S E E U S I N A C T I O Nplansource.com/demo
L E T ’ S T A L K877-735-0468
F R I E N D U S@plansourceHRHQ
T W E E T U S@PlanSource
L E A R N M O R Eplansource.com/contact