Is there a right way to communicate that will drive engagement in your workforce?
And with shrinking benefits budgets and soon-to-be five generations in the workplace, how can employers be sure to communicate benefits programmes in a way that is effective and packs an engagement punch?
Like many organisations today, Axa UK’s approach is often multi-channel, with a scattergun effect, using all possible methods, from posters to deskdrops, to email alerts and roadshows. But in this fast-paced world of digitalised information, employees may think such communication is just another form of spam.
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The tide of change for how we communicate with our employees is certainly upon us, but what is the right direction to take?
A huge number of articles have promoted segmentation as the best way to go, but I think more focus should be placed on personalisation, rather than just a blunt attempt by the employer to box employees into groups based on age and gender, with personal preferences not necessarily identified.
Imagine a world where employees could personally choose the format in which to receive their communications. Perhaps employers think this idea is too costly and burdensome.
But as employers, we already create a multitude of communications, so my question is this: are we looking to segment in the wrong place? Perhaps benefits communication should be about segmenting existing communication materials and distributing it according to employees’ individual preferences.
Nadeen Jackson-Barker is HR reward manager at Axa UK