Regardless of which generation they belong to, employees generally do not know enough about their benefits programs and options. A recent survey from the International Foundation of Employee Benefit Plans (IFEBP) reports that up to 80% of all employees do not read benefits collateral that is provided to them. Given that employees are unlikely to change their behavior, it is up to employers to find new ways to communicate this information.
Adapt your communication to different generations
Each generation has its own communication preferences, so there is no one-size-fits-all approach. It's important to understand the communication and learning styles of different generations. Here's a quick glance at the differences. The age ranges for each group are approximations.
Generation Z: Born mid-1990s - mid-2000s. The newest generation to enter the workforce is the least understood, as we don't have the luxury of hindsight in evaluation. What we do know is they are supremely comfortable with their devices and want to feel both supported and empowered. Deliver information in brief messages with a more casual tone, and communicate often - through apps, social media, videos, and humorous memes.
Millennials: Born 1980 - 2000. This is now the largest group of employees in the US labor force. Millennials are at the stage in life where many of them are new parents. They are focused on wellness, both with their health and with finances, and they want choices. Millennials respond well to having a variety of educational opportunities, and they want continuous communication in all formats. Use webinars, town hall meetings, apps, social media, and texting, and provide easy access to health and financial wellness coaches. Additionally, company outings or volunteer events are great forums for benefits education.
Gen X: Born 1965 - 1979. Midlife financial pressures are a definite focus for this generation, as they put children through college and care for aging parents, while attempting to build a retirement nest egg. Practical, targeted information via email and social media is effective, especially when featuring real-life stories. Also, in person open enrollments meetings tend to be a good way to target communication to Gen X'ers who most likely will come with a number of questions about the benefits, especially those with children who are entering college and may still be on their medical and dental plans.
Baby Boomers: Born 1946 -1964. Focused on retirement planning, this generation demands the best available health and medical benefits opportunities. They like numbers, infographics, and opportunities for one-on-ones with experts and advisors. Emails, newsletters, company intranet, and some print media should all feature statistics and return-on-investment information.
Each generation has its own benefits needs and, unfortunately, no individual style of communication is effective across the board. If you have a multigenerational workforce, offer as many benefits tools and means of communication as possible, hopefully with something for everyone.
