7 Strategies to Drive Engagement With Benefits
Looking for some great ways to draw new participants to your financial wellness and other benefits programs? Here are seven principles you can put into practice that will grow benefits engagement across your company.
1. Appeal to the FOMO (Fear of Missing Out)
Ever seen a picture of friends or coworkers hanging out on social media and thought, That looks fun! Wish I’d been there! You can channel the same powerful emotion to build engagement with the benefits you offer. Invite employees who’ve had success with your programs to tell their stories at a company event. When others see and hear about their peers’ wins, they’ll want to use the same benefits. Which leads us to another powerful strategy…
2. Offer Online Access
Online dating, online shopping—online everything. But online benefitting? Absolutely! Giving your employees the option to engage via screens is a must for high participation in the benefits you offer. An online platform meets them where they are 24/7, allowing you to sign up many who might not engage any other way.
3. Tailor to Your Team
As you communicate your benefits, one size might not fit all employees. Leverage what you know about certain segments of your team (such as age or benefits participation) to craft texts and emails tailored to specific needs.
4. Give Them a Deadline
As a team leader, you know your employees face endless appeals for their time and attention. You can snag their attention—and head off procrastination—by pinpointing a specific date to decide on a benefit.
5. Get ’Em Motivated!
Using incentives like time off, cash or gift cards is a good way to get employees to sign up for a benefit. Keep in mind that the quick prize for a one-time action works well for something like enrolling them in a gym, but not for ongoing actions like working out on a regular basis.
6. Frame It as a Loss
Careful here—you don’t want to dwell on the negative. But the feeling that you just might be losing something valuable has an undeniable influence on behavior, including benefits decisions. Pointing out the potential dollars lost in a company match could be a powerful way to reframe your benefits offer.
7. Know When to Send
Benefits are a great part of working, but that doesn’t mean employees only think about benefits at work. In fact, some of your team probably give the subject more thought in their time off. Experiment with sending benefits communications at different days and times to maximize engagement.
Try one or more of these engagement energizers and watch enrollment soar!