How to get your employees engaged with their benefits – top tips for HR

Good communication is seen as an effective way to help employees understand, appreciate and ultimately engage with benefit and wellbeing programmes – this isn’t as easy as it sounds, however. Legal & General share some top tips on how to get your employees engaged with their benefit and wellbeing programmes.

Date published
December 07, 2021 Categories

What does being ‘engaged’ mean anyway? The word appears everywhere these days. And in so many different contexts that the potential for confusion abounds. So, let’s focus on this question first before we get into the ‘how to’.

Employee engagement is the emotional commitment an employee has to the organisation and its goals. Author Kevin Cruse writes: “Engaged employees actually care about their work. They aren’t doing it because they have to, or just for the pay, or even just to get a promotion.” 1

It’s built on trust. And earning that trust involves doing what you say you’re going to do. So, when you say that your people are your greatest asset, evidence that to them in everyday working life. When it comes to wellbeing, and benefits as an integrated part of that, it’s about offering and communicating a programme (physical, emotional, financial and social) that genuinely supports their individual requirements; that equips them to confidently take control of their own, very personal, health and happiness needs.

Broadcast bombs

This won’t be achieved with a brochure, a set of Ts and Cs and a broadcast email to all.

Neither will it be achieved via push messaging from an app or benefits platform alone; even the personalised variety (just consider how many personalised push messages an individual is receiving via various apps at any one time).

Generic messages or over-reliance on digital only serve to achieve the opposite, namely disengagement due to overwhelming ‘noise’. In fact, research by Legal & General found that a key reason why employees don’t feel engaged with their group protection policies is that many feel besieged by the wider corporate noise.2

Technology is indeed a gamechanger, helping organisations reach remote workers over the last 18 months and beyond. Indeed, helping Legal & General launch a new generation, mobile-first platform for the delivery of group protection products; a first in its ability to provide equality and accessibility of benefits at no extra cost to the employer. Digital is where it’s at. There’s no doubt about that. But when it comes to communication, it should only be considered part of the picture. Organisations are cheating themselves out of an opportunity to make a difference if they only play in one lane.

Tailored trumps

A combination of all these communication channels – and more – is needed; consider town halls, appraisals, wellbeing champions, mental health first aiders, focus groups, total reward statements, benefits platforms, workplace social channels, good old-fashioned post, newsletters etc. But the important thing is, both the channel and message needs to be much more targeted to audience and everything needs to be aligned with company purpose.

This is what good communication is all about. And it’s good communication that will equip people to feel emotionally connected to their own wellbeing needs; to understand what they need and how to get there. In other words, to be engaged with benefits.

So, now to the ‘how to’. Here are our 5 top tips in a nutshell:

Find out more about how we’re getting more employees engaged with their benefits though Protect.

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