"The communication of benefits is not a once and done, it is a rolling activity that needs constant consideration and energy to achieve results, otherwise, the risk is that employees stop listening."
- Katharine Moxham, spokesperson for GRiD
Of those surveyed (503), 57% of employers believe their employees are fully aware of the health and wellbeing benefits on offer, but only 21% of employees (255) say they have a ‘very good understanding’ of the services provided. Despite 27% of employers claiming that they’ve increased communication about these benefits over the last twelve months, only 16% of employees felt their employer had increased communication in practice.
The most popular communications used by employers were via email (39%), followed by staff welcome packs (31%) and staff handbooks (28%). Only 12% of employers said they communicate through promotional fairs or drop-in sessions, while 14% used Total Reward Statements and 16% via post to a home address.
Group Risk Development (GRiD) suggests employers begin using a broader range of channels and mediums to increase engagement.
Commenting on these findings, Katharine Moxham, spokesperson for GRiD, has said:
“There is a clear disconnect between how well employees understand their benefits in practice, and what employers believe. The answer probably lies in communication: good communication is likely to lead to better awareness, understanding and engagement.
“The communication of benefits is not a once and done, it is a rolling activity that needs constant consideration and energy to achieve results, otherwise, the risk is that employees stop listening. Employers who struggle to invigorate the communication of their employee benefits would do well to discuss possible strategies with their benefits providers and advisers: they will have experience with which approach is most effective in different workplace environments and for different cohorts of staff.
“Employers should be loud and proud of the benefits they offer their staff. They need to communicate in a way that works, utilise a mix of channels, and communicate regularly as not all employees will be receptive at the same time, on the same day or via the same method.
“Creating a buzz around the support available means staff will be much more aware of what is on offer and allows staff to get a deeper understanding, really value the benefits they receive and engage with them. Judging by our research, this would merit greater consideration by employers.”
