Let’s face it… communicating the value proposition of your total rewards program is a marketing project no different than marketing to consumers or businesses. However your audience in this case is your workforce. Marketing principles such as effective promotion therefore require a great deal of attention. In fact, I would offer one of the most important factors to a successful project.
In researching effective campaigns by clients, some obvious (and not so obvious) aspects stand out:
- Communicate often – pre-launch, launch and post-launch
- Have a consistent message highlighting your company’s benefits values and the impact that value has on your employees’ total compensation
- E-mail tends to be the messenger of choice (although filtering for different targets can be cumbersome)
- Targeted messaging (execs, managers, regular, collective bargaining, etc.) has the greatest impact and a “what’s in it for me” message opportunity
- Scarcity – putting a time limit on how long the online statements will be available (example: 90 days). Communicate this scarcity more than once.
- Convey that your employees’ input and feedback are extremely important. Have a mechanism in place to capture their feedback (topic worthy of separate post)
Master this critical factor and you are well on your way to delivering a successful total rewards statement campaign.
36 comments
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Education – Another of the Critical Factors for a Successful Total Rewards Statement Project » TotalRewards Software Blog says:
June 24, 2011 at 4:51 am (UTC 0)
[...] Tweet Education is a rather broad term… in our case, it is part Promotion (see my post from April 18th), and part support capabilities. You could argue that the total rewards statement in and of itself [...]