It’s not news that 2020 has been a year of unprompted change and evolution for our society and our businesses. As “business as usual” changed throughout the country, the year has highlighted several employment trends. With these ever-growing changes, it becomes crucial that your HR team and benefits administrator keep up with the times. The changes in the workplace impact all aspects of the business, including benefits marketing. In order to take advantage of these trends, you may need to completely rethink your employee benefits marketing strategy.
1. Remote Work
The first of three benefits marketing trends is likely no surprise. Many companies now have some number of employees working remotely due to health concerns surrounding the Covid-19 pandemic. Although the “work-from-home” experiment was imposed on businesses, it seems as though the experiment has proven the model can work.
Pairing these successes with the ongoing uncertainties, there is a rising possibility of transitioning more of the workforce to work-from-home. As this transition occurs, benefits solutions will need to be made easily accessible as well as easily distributable to strengthen connections with decentralized workers.
2. Gen Z
Yes, they’re on their way. The tech-savvy digital natives are a force to be reckoned with as we’ve experienced so far. From climate change to gun control, this generation is demanding change. In fact, surveys of this generation found a majority of respondents identified social activism to be important to their identity. With this in mind, they’re likely to be less than receptive to outdated policies or processes in the workplace, so expect some level of pushback from this group.
This is why it’s important to get your ducks in a row before they arrive. First, start thinking about how you can work to leverage technology and social media trends to make your business a better fit for this group. Incorporating easy-to-digest media such as videos, infographics, memes, etc., into training material as much as possible while also bolstering your benefits offering packages with similar content can help find common ground within this group.
3. Metrics
Employee relations and other Human Resource functions are becoming increasingly reliant on metrics and analytics. Because of this, businesses are applying more concentration to a range of concepts like costs, root causes, employee empowerment, and outcome-driven measurements. Your employee benefits marketing plan should be no different. Being able to track the level of interest in certain benefits offerings can not only help drive more enrollments, it can also streamline the efforts of the benefits team. Additionally, benefits marketing metrics can help tailor a benefits package that better suits the workforce. This is why you should make efforts to incorporate some sort of data collection in your benefits marketing plan.
Taking Advantage of Employee Benefits Trends
Benefits Zone is a virtual employee engagement solution that will work to address all three of these employee benefits trends. Distribute it to a workforce with ease while allowing employees to access it easily. Benefits Zone is also extremely customizable, allowing you to add videos, infographics, and other highly engaging content to reach the younger generations of workers as they come in. Finally, Benefits Zone provides a multitude of benefits teams with valuable employee engagement insights that highlight how each individual employee is interacting with the benefits offerings. These metrics will help inform follow up and streamline communication all the while developing more valuable and accessible benefits offerings.
