Essential checklist for employers: Creating an engaging flexible benefits communications plan

Identifying stakeholders for successful engagement

The first critical step in launching a flexible benefits platform is identifying and understanding stakeholders. This involves identifying the key players who need to be involved in the delivery of the platform and ensuring they are engaged in the process from the outset.

Stakeholder engagement begins at the top with the executives and cascades down through the senior leaders, internal networks, and ultimately, line managers. It's about ensuring that no one is missed and that the order of communication is strategically planned.

By engaging stakeholders in a structured manner, organisations can create a unified approach to the roll-out, reducing the risk of miscommunication and ensuring that all teams are working towards the same goals.

Strategic communication can lead to success

Effective communication is at the heart of any successful benefits roll-out. That’s why it’s so important to work closely with internal communications teams and to integrate benefits messaging into the broader company strategy.

Using a "right to left" planning method, starting from the go-live date and working backward, allows the identification of key milestones and ensures that all necessary communications are deployed at the right time.

The communication plan should be multi-faceted, incorporating early teaser campaigns, countdowns, detailed guides, and FAQs. Especially with new schemes, providing employees with the information they need in a timely and accessible manner helps build anticipation, and ensure the launch is well-received.

Creative engagement makes the benefits tangible

Creative engagement plays a crucial role in bringing the new benefits platform to life. Tailoring the communication to your workplace is essential. A variety of tactics can be used to make the new benefits visible and engaging, such as updating email banners, customising digital meeting room backdrops, and setting up pop-up displays in the office. These efforts can be complemented by roadshows - interactive sessions where employees can meet directly with benefit suppliers, ask questions, and receive information firsthand.

However, introducing a series of short, personal videos from employees who have benefited from the company’s offerings, provides real-life examples of how the benefits can make a difference in employees' lives, adding a personal touch that resonates more deeply than standard communications. Your benefits provider may be able to assist with this type of content.

Educate and empower employees

Education is key to the successful adoption of the new benefits platform. Understanding the complexities of various benefits options - such as critical illness policies or private medical insurance - can be challenging for employees, particularly those new to the workforce.

To address this, using bite-sized educational content, including videos, one-pagers, and live sessions with product experts, can be highly effective. Your benefits supplier should have these materials to support your communications. The goal is to simplify complex information and make it accessible to everyone, regardless of their level of experience with benefits.

In addition to these resources, hosting "line manager listening circles" - informal sessions where managers can ask questions, voice concerns, and gain a deeper understanding of the new platform - ensures that they can effectively support their teams throughout the transition.

Finding the strategy that works for you

Managing a flexible benefits platform is a big commitment, but with careful planning and strategic communication, it can be a smooth and successful process. The success lies in identifying and engaging stakeholders, developing a comprehensive communication plan, and using creative strategies to make the benefits tangible and understandable for employees.

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