It’s not just what you say, but how you say it that counts. When crafting your employee benefits communications strategy, it’s important to consider the way you position your messages and how you get information in the hands of your diverse audiences.

Your creativity will play a big role in driving a highly engaged workforce. Here are six tips to help:

  • Relax! A relaxed writing style, conversational, with simpler writing and shorter sentences, is inviting and approachable. Attention-grabbing headlines and an introductory sentence are important too. The trick is to make sure your employee benefits communications are culturally-appropriate without being too officially corporate.
  • The 5 Ws. It’s helpful to anticipate questions that people are going to ask, which is why the five Ws (who, what, where, when and why) are important to address when structuring your message.
  • Keep it simple. Our attention span is shortening -- the average American’s is now 8 seconds! That’s why it’s best to focus on one topic at a time. Messages that are short, sweet and engaging will appeal and create a lot more buy-in for your benefits programs.
  • Humor helps – selectively. Used in a way that’s keeping with your culture, humor can create whole new levels of approachability and engagement. Cartoons, funny quotes or witty personal stories can do the trick.
  • Call ‘em out. Everyone likes to be recognized in a positive manner, and those who earn it can be more than just a good example to others – they can be an inspiration. The most effective benefits communications regularly spotlight people who have positive stories to tell that link back to your benefits programs and broader HR initiatives.
  • Channel success. Especially important in a multi-generational work environment is the route you take to actually get your message out. Hard copy doesn’t have the same value to Gen Xers as it does to others while e-mail and other digital means have increasingly widespread appeal. A multi-pronged distribution strategy should reflect the preferences of your workers.

Great employee benefits programs deserve great benefits communications. Tips like these can help make it happen!

For more insights, check out our infographic: Communicating with a Multigenerational Workforce.