Communications ADavis

Make HR communication effective and compelling
November 19, 2008 | Alison Davis
Grab Employees Attention:
Delaware SHRM 8th Annual Human Resources and Governors RRR Conference
Agenda
The problem New approach: Customer-centric 7 strategies for making communication compelling 3 makeover examples Your turn to make over HR communication Questions and discussion
Grab employees attention: Make HR communication effective and compelling Davis & Company
The problem
The problem
The good news
69% of employees
say benefits are an important reason why they stay with their company
Source: MetLife 6th Annual Study of Employee Benefit Trends

Grab employees attention: Make HR communication effective and compelling Davis & Company 4
The problem
The bad news
However, 1 in 4 employees think benefits communication is ineffective
Source: MetLife 6th Annual Study of Employee Benefit Trends

The problem
Employees dont get it
55%
of U.S. health care plan members don't fully understand critical details of their insurance coverage, including prescription benefits, how to find the right doctor and appeal coverage denials
Source: J.D. Power & Associates 2008 National Health Insurance Plan Study
The problem
Greater volume = less time = OVERLOAD

The average user checks his or her e-mail spending nearly an hour a day on e-mail.
five times a day,
5 billion IMs are

sent each day.
The average person is exposed to 247 commercial messages each day.
The problem
Communication isnt engaging
The problem
Its no wonder employees are frustrated
Too much jargon!
HR doesnt respect my time.
Cant they make it simple? What does this mean to me?

Source: Davis & Company focus groups
Here comes another takeaway.
The problem
Its time for a makeover!
10
The problem
You can make over just about anything

Before Before
After
After
11
New approach
12
New approach
Customer-centric communication
Definition Offerings, plans or strategies motivated by customers demands or expectations.

-Business Dictionary
Premise The way to engage people is to meet their needs.
13
New approach
Treat employees as customers
Old way
New way
Complex, complete Pushed down One size fits all On HRs schedule
Simple Self-service, self-directed Customized, segmented Just in time
14
7 strategies for making communication compelling
15
7 strategies 1. Understand employees needs and preferences 2. Play it straightand make it simple 3. Use the rightcompanyright job How one tool for the has used this to dramatically improve its communication 4. Make it visual 5. Communicate just in time 6. Emphasize action 7. Measure to improve and show success
1. Understand employees preferences

Assessment tools Bi-annual survey Targeted focus groups Feedback during enrollment Behavior tracking Employees prefer No surprises Candor Clear, simple info Kitchen table tools How to
17
1. Understand employees needs and preferences
How to
18
2. Play it straightand make it simple

Dont sugarcoat itgive me the facts.
Tell me whats changing and what to do.
Comparisons would be helpful. Make it easy to understand whats what.

Emphasize you and how

Five ways to maximize your 401(k) savings How I got a five on my performance rating Are you paying more than you should for prescriptions? Tips for managing a difficult bonus discussion 10 health plan discounts available for family members
20
All the facts at a glance
21
3. Use the right tool for the right job

Vehicle E-mail (text and HTML) Intranet Print E-based tools Best for Timely, at-a-glance Resource center, tools, personalized approach Overview information to use at the kitchen table Personalize to help guide decisions
22
3. Use the right tool for the right job
Leverage intranet as a hub
23
4. Make it visual Using visuals in your communication will help you: Make complex ideas easier to understand Create a brand that supports your message Help employees remember content
4. Make it visual
Convey complex ideas simply
25
5. Communicate just in time Share essential information employees need to know Send message only to impacted employees Time distribution for when employees need it
26
5. Communicate just in time
Give a heads up on changes
27
6. Emphasize action
What you need to do
28
6. Emphasize action
Highlight what you need to do
29
7. Measure to improve and show success Test the impact and results of your communication to: Adjust your actions Build a case for future communications Demonstrate value and impact
30
7. Measure to improve and show success
Adopt a consistent approach

Detailed reporting from enrollment, vendors, HR Ongoing employee feedback and measurement
31
Evaluate what matters
90% 85% 80% 75% 70% 65% 60% 55% 50%
90% 85% 80% 75% 70%
70%
68%
72%
70%
68%
72%
77% 77%
65% 60% 55% 50%
82%
82%
83%
83%
84%
84%
87%
87%
2005
2006
2007
2008
2005
2006
2007
2008
% agreed/strongly agreed materials were useful
% agreed/strongly agreed they understood benefits and open enrollment
32
Test satisfaction
I found the following to be useful/very useful:

87% 86% 84% 83% 82%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 %
HRSC Enrollment Web Site
HR Portal Enrollment Section
Medical Plans at a glance Employee Benefits Update Enrollment Oct. Issue Employee Benefits Update Sept. Issue
33
3 makeover examples
34
Example 1
Before: inconsistent, unappealing
35
Example 1
After: more visual, employee-focused
36
Example 2
Before: long, difficult to read
37
Example 2
After: concise, clear action steps
How one company has used this to dramatically improve its communication
38
Example 3
Before: scattered information
Expectant mothers and fathers had a hard time finding information on: Leave Pay Disability Benefits
39
Example 3
After: in one place, at a glance
How one company has used this to dramatically improve its communication
40
Its your turn
41
Questions?
42
Contact
Visit: Alison Davis
(201) 445-5100 alison.davis@davisandco.com
www.davisandco.com
43

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Communications ADavis

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Make HR communication effective and compelling

November 19, 2008 | Alison Davis

Grab Employees Attention:

The good news

Source: MetLife 6th Annual Study of Employee Benefit Trends

The bad news

However, 1 in 4 employees think benefits communication is ineffective

Source: MetLife 6th Annual Study of Employee Benefit Trends

Employees dont get it

Greater volume = less time = OVERLOAD

five times a day,

5 billion IMs are

Communication isnt engaging

Its no wonder employees are frustrated

Too much jargon!

HR doesnt respect my time.

Cant they make it simple? What does this mean to me?

Here comes another takeaway.

Its time for a makeover!

You can make over just about anything

Definition Offerings, plans or strategies motivated by customers demands or expectations.

Premise The way to engage people is to meet their needs.

Treat employees as customers

Simple Self-service, self-directed Customized, segmented Just in time

7 strategies for making communication compelling

1. Understand employees preferences

1. Understand employees needs and preferences

2. Play it straightand make it simple

Tell me whats changing and what to do.

Comparisons would be helpful. Make it easy to understand whats what.

2. Play it straightand make it simple

Emphasize you and how

2. Play it straightand make it simple

All the facts at a glance

3. Use the right tool for the right job

3. Use the right tool for the right job

Leverage intranet as a hub

Convey complex ideas simply

5. Communicate just in time

Give a heads up on changes

What you need to do

Highlight what you need to do

7. Measure to improve and show success

Adopt a consistent approach

7. Measure to improve and show success

Evaluate what matters

90% 85% 80% 75% 70% 65% 60% 55% 50%

90% 85% 80% 75% 70%

65% 60% 55% 50%

% agreed/strongly agreed materials were useful

% agreed/strongly agreed they understood benefits and open enrollment

7. Measure to improve and show success

I found the following to be useful/very useful:

HRSC Enrollment Web Site

HR Portal Enrollment Section

Before: inconsistent, unappealing

After: more visual, employee-focused

Before: long, difficult to read

After: concise, clear action steps

Before: scattered information

After: in one place, at a glance

Its your turn

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