Cross Generation Benefit Communications

As a workforce we are celebrating our diversity more than ever!  We’re identifying what makes our employee populations unique and are working towards being all inclusive.  Are we similarly adjusting our communications strategy based on this diversity?

Let’s Talk Generations

There is no doubt that the makeup of organizations is rapidly shifting as Baby Boomers retire and Millennials/Gen Zs take over most new jobs.  Generation gaps over the next decade are predicted to affect and interrupt communication within organizations; therefore, current research on communication effectiveness is of utmost importance to make the most of your benefits plans.

• Silent Generation (2% of workforce) (born between 1928-1945) – Prefers written communication from an authority figure in the form of letters and marketing packages.
• Baby Boomers (25% of workforce) (born between 1946 and 1964) – Prefers personalized and direct communication, printed mailers, and small in-person presentations.
• Gen X (33% of workforce) (born between 1965 and 1979) – Prefers efficient communications and strong visuals, such as webinars and emails.
• Millennials (35% of workforce) (born between 1980 and 1996) – Prefers convenient communications received through technology; such as text messages, websites, or social media.
• Gen Z (5% of workforce) (born between 1997 and 2012) – Prefers text messages and emails, but in-person meetings in the workplace. Expects quick responses.

Multiple Layers of Benefits Communication

When developing a strategy to communicate employee benefits to a multigenerational workforce, utilize multiple channels so employees can self-select their preferred channel. It's important to understand that each employee has his or her own learning and communication style that dictates how they like to learn about benefits.

Some ways to deliver benefits information to employees that accomplishes this goal:

·       Traditional and Modern. In addition to having paper copies of employee benefit communication materials, post QR codes and email links to the communications as electronic resources.  Use break room TVs or clock-in locations to advertise OE and available benefits.  Encourage employees to save or bookmark the electronic benefit guide on their mobile device and to download carrier resource apps.  Make communications accessible by desktop or mobile device.

·       Enrollment Meetings. Held "town hall" style, all employees can be brought together for a brief visual and audio benefits presentation with a live question and answer session. Alternatively, a webinar or teleconference can provide the same results, with small groups of employees meeting with their Human Resources team or AssuredPartners Account Manager for more personalized discussions.

·       Direct Support. At any time of year, and especially during the open enrollment period, AssuredPartners’ Benefits Helpline can be available by phone and email to help employees with any benefit related concern. Used alongside one of AP’s enrollment websites with downloadable benefits information, these resources can answer FAQs for employees who prefer to read and learn on their own.

Conclusion

These observations could be helpful to your business but remember, they are just generalizations and might not apply to your workforce. Look at these tips as a stepping-stone, a good place to start. But as you start implementing new communication tactics and styles, see how your audience reacts. Let that guide your next steps!

Sources

• Engage All the Generations in Your Workforce
• Generation Z: A Study of Its Workplace Communication Behaviors and Future Preferences
• From Baby Boomers to Millennials: How to Talk Benefits
• Cross Generational Communication - Who are you tawkin to… me?