One of the most important elements when introducing a new employee benefits scheme is to ensure you have a well thought out, carefully orchestrated communications strategy.
You may well have put together the best scheme in the country but if you don’t get your employees engaged from day one and keep them engaged, you’ll be facing either low take-up rates or diminishing success longer term.
Throughout this week we’ll be sharing with you our top tips for getting your communications spot on. Today we’re looking at what you need to do first of all...
Planning
Your launch needs to be as impactful as possible, reaching every single one of your employees and to do this takes time and organisation and needs to be both creative and entertaining whilst enforcing the key messages of your scheme and connecting with your staff.
You’ll need a plan for pre-launch, launch and post-launch to build and maintain momentum in the early days of the scheme. Think of the mediums available to you and how you’re going to use them for each stage of your campaign, then create a timeline featuring key milestones showing deadlines for when you’ll need each item to be ready. Factor in how long it takes to produce each item and work backwards. In terms of your content, remember your audience and address any reasons you can think of why they wouldn’t use the scheme, for example lack of time, access, apathy and knowledge. Equally, focus your comms around attractive, desirable benefits that will get your employees excited.
Look out on Wednesday for part two of our communications mini-series where we’ll be focusing on building anticipation and the importance of segmenting your audience.