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.