thomsons online benefits - engagement masterclass - workshop 2: communicating benefits at every life...
TRANSCRIPT
COMMUNICATING BENEFITS AT EVERY LIFE STAGE
WORKSHOP 2
45%
WHAT ARE WE GOING TO COVER?
SEGMENTATION MESSAGING FREQUENCY CHANNELS
CONTINUAL ENGAGEMENT
Companies that say they
have an engaged workforce
are 25% more likely to
communicate at least every
2 months regarding benefits
Thomsons GEBW 2015
25%
GERMAN PSYCHOLOGIST HERMANN EBBINGHAUS
THE FORGETTING
CURVE %
Hermann Ebbinghaus 1885
KNOW YOUR AUDIENCE
Somewhat engaged
Actively engaged
Disengaged
SEGMENTING YOUR EMPLOYEES
Common
segmentation
Organisation
specific
segmentation
AGE BANDS
GENERATION BANDS
SALARY BANDS
LENGTH OF
SERVICE BANDS
GENDER
JOB GRADES
COST CENTRES
WORK PATTERNS
LOCATION WORK
STATUS (E.G. INTERNS)
MEASURING YOUR SEGMENTS
Utilisation of benefits Who values what the most?
Engagement with software Who regularly engages with the scheme?
Joining rate of employees Which employees do I attract the most?
Attrition rate of employees Which employees do I lose the most?
Engagement in benefits Who typically engages the most (e.g. willingness to spend)?
Surveys How well does my scheme support my employees?
Productivity & efficiency Does my scheme contribute to business success?
Absenteeism Is there a correlation between sickness and engagement?
INTRODUCING DARWIN ANALYTICS CENTRE
OUT OF THE BOX INTELLIGENCE POWERED BY DARWIN
Global and country insight
answering questions on:
• Cost and liabilities
• Workforce diversity
• Scheme engagement
• Employee activity
• Attrition
HOW DO WE GO ABOUT IT?
Generation
1
Generation
2
Generation
3
Generation
4
NEW JOINER
ANNUAL WINDOW
LIFE EVENT
CONTINUAL ENGAGEMENT
HOW DO WE GO ABOUT IT?
Hermann Ebbinghaus 1885
ONE PLAN, TWO PENS
TASK 1 (individually) WITH YOUR RED PEN,
PLOT OUT WHAT YOU CURRENTLY
OVER 12 MONTHS
What do you communicate?
Who do you talk to?
When do you say it?
How do you deliver it?
TASK 2 (in pairs) WITH YOUR BLUE PEN,
PLOT OUT WHAT YOU COULD
OVER 12
MONTHS
What could you do differently now?
How can you continually engage
your people?
What are the challenges?
WHAT DOES GREAT LOOK LIKE?
AUGMENTED REALITY
92
PEOPLE CHANGED THEIR
CONTRIBUTIONS
1380 LOGINS WITH BLIPPAR
CAMPAIGN 33%
INCREASE IN PEOPLE JOINING THE
PENSION SCHEME
110+ PENSIONS
121s
TOP TIPS TO TAKE AWAY
behaviours
Know what channels are readily available
Put employees at the heart of what you do
Create some gravity and pull employees towards information
ROI - Measure feedback and data to prove impact
Prioritise and improve your approach in stages
1
2
3
4
5
6