Employers frequently ask, “How can we get our employees to better understand the great benefits we offer, and to enroll in and engage with the programs that can really help them?”

The answer:

• Move beyond one-size-fits-all, education-only communications

• Deliver personalized communications that educate and motivate

• Metaphor: “Transmit on the Frequency They’re Listening For”

• Adage: “It’s not what you say, it’s how you say it”

The methodology:

Categorize employees based on their values, beliefs, priorities, and preferences

• Self Achievers: “Puts you in charge”

• Balance Seekers: “This is a good choice”

• Priority Jugglers: “People are counting on you”

• Direction Takers: “The experts agree”

• Willful Endurers: “Living for today”

Most benefit communications (flyer, emails, texts, etc.) and most online product and program descriptions are written and delivered in what this model calls "Direction Taker" voice.

The real challenge for such a "one-size-fits-all" approach is that Direction Takers typically make up less than 15% of benefit-eligible employees!

So it's a real opportunity to recast the communications so that each type receives your education – your offer – your request – framed in such a way that they get “what’s in it for them.”

We work with you to develop 5 distinct, persona-based versions of your benefit communications so that more employees respond and enroll into the programs and products you want to emphasize.

Conceptual framework: If you know that one employee wants to be in charge of their health, and is goal-oriented, and that another will typically only go to the doctor as a last resort, and yet another tends to put their family’s needs ahead of their own health, you can frame your message so that each type feels how your programs will help them get what they want.

benefitpersonas™ and Values-Based Communications™ consistently and predictably increase the “Want-To Factor.” 

Employees “get” that their choices make sense and feel right.

~ Mark Head
© 2023. All Rights Reserved.

Click the green button or the blue button (below) to visit our scheduling pages.