What s cooking. in the communication kitchen. Created by the Aon Hewitt Communication Practice

Transcription

1 What s cooking in the communication kitchen Reach People Inspire Action Get Results Created by the Aon Hewitt Communication Practice Aon Hewitt Limited 2014

2 In today s session Key ingredients for an effective compensation and benefits communication strategy BENEFITS COMMUNICATION SURVEY 2014 Capitalising on new trends/using new technology to deliver cost effective, measurable communication programmes Page 2

3 These are not statistics these are your employees! BENEFITS COMMUNICATION SURVEY million daily active users of Facebook Nearly 500 million tweets sent daily Over 144 million Amazon customers accounts (1.2 million Tesco online customers) 86% 69% of heads of households play computer games Their average age is 33 communicate through print Page 3

4 The new paradigm This new thinking is challenging how we used to communicate BENEFITS COMMUNICATION SURVEY % report high or very high impact Page 4

5 The new world of HR marketing Relevant, targeted, actionable, transformational Insights and analytics Behavioural science Social, mobile, virtual, experiential Simple, engaging, motivational New consumer experiences Page 5

6 Four steps for a successful marketing plan STEP 4 STEP 3 STEP 1 STEP 2 IMPLEMENT REFINE STRATEGY RESEARCH Page 6

7 Analyse and understand your customers Connecting with what matters Demographics Who am I and where am I in my career? Groups Where do I feel connected? Behaviours What am I doing? What should I be doing? RESEARCH STEP 1 BENEFITS COMMUNICATION SURVEY 2014 No.1goal engagement Attitudes What matters to me and what gets in my way? Page 7

8 Develop a strategic, integrated marketing plan STRATEGY STEP 2 LEVEL 1 LEVEL 2 LEVEL 3 Broad Targeted focus Laser focus Marketing approach Basic Advanced Sophisticated Behavioural impact Awareness Action Improvement Page 8

9 Components of an integrated marketing plan Steps to move people to desired actions STRATEGY STEP 2 Objectives Audiences Channels Timing Realities Success Measures Key Messages Deliverables Initiatives Responsibilities Page 9

10 Motivate your customers (employees) IMPLEMENT STEP 3 Results 76% 19% 74% of postenrolment survey respondents understand and support focus on health improvement of employees completed health screening enrolled in health coaching Page 10

11 Implement through the right multi-channel approach IMPLEMENT STEP 3 Mobile and tablet devices Social media Infographic USB stick, key fobb, pen graphics and screen wipe Edible merchandise Page 11

12 Implement through the right multi-channel approach Deskdrops Gamification Viral Portal Consumer-grade marketing Virtual environment Page 12

13 SB3544_AT&T_form.indd 1 18/02/ :44 Driving DC behaviours DC guide booklet DC pension plan guide IMPLEMENT STEP 3 People like People like Starting Reviewing Growing Consolidating Preparing Starting Reviewing Growing Consolidating Preparing AT&T Pension Scheme 2001 Plan AT&T Pension Scheme DC Governance Plan Around 1/5 attended roadshows One-to-one sessions fully booked Members are making active choices Form Starting Reviewing Growing Consolidating Preparing People like AT&T Pension Scheme 2001 Plan and M Plan New investment choices form Please use this form only if you would like to make different investment choices from the ones your personal retirement account will automatically move to. Please return the form to Capita by 5 April Part A your details Surname Other names Home address Phone Please provide at least one Home Year planner Your pension year planner what to look out for Planning update Hotline effective date Introducing our new Remember you can communication initiative Pension now change your Choosing your statements contribution rate at any time as long as contributions through you give one month s hotline notice - but only once a year. Report to members News from the Trustees Budget planner promotion generated double unique log-ins within first 10 days Works Council approval Work Mobile Please provide at least one Home Work Date of birth National Insurance number Please complete either Part B (below) or Part C (on the next page) to show your chosen investment options. Then sign and date Part D. Part B Choosing a Lifestyle option Trustee Roadshows April Redditch Havant London Pension basics Trustee Roadshows during September Investment basics Introductory People like me communications targeted at specific age groups If you would like to invest in a Lifestyle option, please tick the relevant box below to show which Lifestyle option you would like to choose. You can choose only one you cannot mix the Lifestyle options. Please read the information about the Lifestyle options in Your guide to investment carefully before making your choice. Lifestyle 1 Lifestyle 2 Lifestyle 3 Lifestyle 4 April May June July August September October 2012 SB3100 Page 13

14 Measure outcomes, assess effectiveness, adjust approach, repeat Compare results to goals and gather feedback REFINE STEP 4 Determine what worked and what didn t work Adjust goals and tactics to make the best better Page 14

15 What measurement can look like Goals Increase employees understanding and appreciation of company benefits and compensation package. Increase overall engagement in benefits. Encourage employees to maximise the opportunities available and take personal responsibility for their own financial wellbeing. Increase employee awareness of healthcare plans and resources and take personal responsibility for their own healthcare and wellbeing. Measuring these goals through flex enrolment Measure Current Goal Employees logging on 33% 50% Page hits by unique users 3,500 pages 5,000 pages Retirement Use of pension modeller 25% 50% Page hits on retirement section 1,000 pages 2,000 pages Using company match 50% 75% Maximising company match 25% 50% Completed nomination form 50% 75% Health and wellbeing Use of aging app New 50% Health risk assessment 30% 75% Participation in Live Well programme 10% 20% Page 15

16 Reach people, inspire action, get results Set measurable goals Identify specific audience behaviours needed for goals to be met Research your target audience Demographics, behaviours, preferences, motivators, and attitudes Target, tailor, and deliver different motivational messages to different segments to maximise appeal Make it easy to take action Keep it simple, use plain language, and avoid visual clutter Use the right channels Remember your employees are interacting with all types of media outside of work Make it fun (have fun with it!) Your message is more likely to be heard Page 16