How can employers can promote the value of their online benefits schemes?

I regularly hear from owner managers and senior management that they have tried benefit platform solutions for their employees (some well known brands) but they lack the engagement they originally thought it might have. I recall one client being irritated at how it had let them down. 

Part of the lack of engagement is down to two-way communication and whether your benefit solutions are fit for purpose (was it desired in the first instance?). There are customisable solutions out there that do align to a company’s values and do drive higher engagement.

Some solutions may be sold as a ‘one-stop-shop’ solutions but can miss the mark with employees unaware of the difference between widely available high street discounts, e-voucher websites/apps and those provided by an employer solution (am I getting a better deal or the same?). 

Better communication to highlight specific benefits can lead to higher take up. For example, one of the employee benefit business we know provide a Sainsburys discount card which is linked to an employees benefit package. A clear illustration of the accumulated savings using modellers/calculators over time can help drive behaviours and, once in place, is relatively sticky. The savings tool solution can then be used in November to December in time for Christmas Presents.

As the article suggests, by clearly signposting the benefits to an employee – visually, via banners or other means such as competitions – can help. For example, a Lotto scheme can help offer something tangible to staff, drives engagement and also be linked with the discount benefits (points or cash spend). Which can also mean they might return to the portal in the future.

Another strategy to drive higher levels of engagement is to link the messaging of the discount scheme to the broader business strategy such as Corporate Social Responsibility (‘CSR’). For example, a flexible benefit scheme, such as cycle to work, can support physical and mental wellbeing and is a natural link to sustainability. 

Rather than a spray and pray benefits strategy, a holistic communications strategy can work well. If your organisation would like access to flexible benefit scheme solution providers (including cycle to work), we would be happy to point you in the right direction. As suggested in a previous Wellbeing post, a bike-to-work scheme and associated data can help for publicising a company’s carbon footprint and adherence to an Environmental Social Governance policy (‘ESG’) .

In order to understand what your employees would like, you can gauge this very quickly on a frequent basis by employee surveys/pulse surveys, which give leadership teams instant feedback on suggestions or initiatives. That drives the focus onto which areas they should tailor their benefits packages.

One voluntary benefits solution provider said to me that they are initially asked by leadership for one thing, they approach the first meeting with an open mind, listen to what management have to say and, as the dialogue and relationship progresses, it’s highly likely the leadership teams need something more involved than originally thought.

Talk to us if you would like any support in this regard. 

In the words of a well known cycle software provider – Ride On!