Six steps to create your EB comms strategy

Six steps to create your employee benefits communication strategy

A recent study* found a third of employees want their employer to communicate more about the benefits available to them.

It is important to get the balance right when communicating to employees.  You don’t want to over / under communicate, bore or confuse them! 

We have created an easy to follow ‘Communication Guide’ to help you create your ‘Benefits Communications Strategy’ in six steps.  Download the guide here!

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The guide includes top tips, examples and a draft implementation timeline to get you started.  

Some of our top tips for engaging your employees include:

  • Use a multi-channel approach when planning your benefits communications strategy to achieve good engagement levels - variety is the spice of life!

  • Keep your communications timely, relevant and simple.  Don’t bombard your audience at one particular time of the year.  Make sure you are engaging them in a consistent and targeted way

  • Encourage communication from Senior Leaders as this nearly always achieves higher engagement.  Staff are much more likely to read something from their Senior Leaders over a faceless email from a department  

  • Don’t just communicate to new starters about your great benefits package!  Make sure you regularly communicate benefits to all employees on a regular basis.  You could send monthly alerts with quick, snappy headlines, as well as a quarterly newsletter

  • Make it fun!  You could plan a launch party for a new benefits initiative or run a quirky campaign to really grab your employees’ attention.  Then there is the good old desk drop option!  Employees will nearly always take notice of a packet of sweets with a note on their desk when they arrive to work in the morning.  

These are just some ideas to get your creative juices flowing!

To get started with your Employee Benefits Communication Strategy download your guide here!

*Study carried out by Canada Life Group Insurance

Six tips for communicating negative change to employees

Pensions and benefits is constantly evolving and we often see “negative change” being communicated to staff.  

This could be the removal of a benefit, the introduction of an excess charge for Private Medical Insurance (PMI), closing a final salary (DB) pension scheme… the list goes on.  You can probably remember a negative change which you have had to communicate to staff.


We have put together six tips on communicating negative change to employees:



When is the change coming in?  Work backwards and create a clear comms plan.  Think about how many touch-points you need to get your audience to fully understand your message.  We all like to think that staff will digest and fully understand our first email about a topic, but in reality they probably skim read and take little in.  We would suggest at least three touch-points (or more if this is a very significant change).



Does the change affect everyone equally? Probably not, it may not even affect a certain population.  It is good practice to think about each population of your audience and tailor the messages to them.  Blanket comms are no good for negative change.  



Line managers will be one of the first places staff will go to ask questions.  Make sure they are well informed and understand the reason behind the change, so that they can be your “soldiers on the front line”.  If staff receive this news and become downhearted, then they will seek answers to “why have you done this thing that has a negative impact on me?”  If you don’t give your managers the tools to put out the fires, then this could cause tension within their teams. 



This is perhaps the most important stage, remember we are talking about negative change.  Don’t try to brush over the fact that this is negative, empathise with your staff, understand how this will affect them.  Try to paint a picture of the future.  There is a business decision behind the change, so show them how this will have a positive impact further down the line.  



Create your key messages at the start of the project and continue to reinforce them at every touchpoint.  As we said at the start of this blog, you have to repeat those messages to ensure your audience comes away from each comm with the key info in their head.  



“Our way or the highway” seldom works with negative change.  You need to let your audience have a voice, allow them to provide you with feedback and this can turn into a two-way conversation once again, giving you the opportunity to reinforce your key messages.  Often we predict that a change will impact someone in a certain way, but assumptions can usually be some way off the mark.  Through feedback you will know exactly what your audiences’ thoughts are and they will perhaps help you to plan the next stage of comms.  

3 Steps to delivering an engaging group presentation!

3 Steps to delivering an engaging group presentation!

In our first blog on group presentations, we talked about the benefits of holding them, and today we look at the steps you can take to ensure you run an engaging session!

Regardless of the product, service or topic of discussion, there are some key considerations presenters should consider to maximise engagement.

It’s worth remembering that although you might like to think otherwise, the audience may not always be attending a presentation for the sheer thrill of hearing about the topics set out in the agenda. It may be a company requirement/recommendation, to collect CPD credits, or just for some time away from work.

This only emphasises the importance of ensuring a positive experience.

1. Put yourself and the audience at ease

Regardless of how many times you’ve spoken in front of people, it would be false to claim you don’t still get a bit nervous beforehand. A good way to settle the nerves is to have a chat to people as the room begins to fill up. Try to avoid anything related to the presentation and focus on asking them questions…
“How’s your day going?”… “How long have you worked for the company?” …“Where’s good to go for lunch around here?”… “You must be either extremely bored or just very keen to get some time away from work to come and listen to me talk for an hour!”

Not only does this settle your nerves but it prompts immediate engagement from the audience outside the pressure of the presentation, but most importantly, it gives you the opportunity to showcase your personality. It's a fact that if people like you, they will be more likely to pay attention to what you’re saying.

2. The fun doesn’t end here

Just because you’ve had some good conversations and maybe even got a few laughs before the start of the presentation, you could still lose the interest of the audience if you slip into ‘robot mode’ once you start talking business. By this I mean, a monotone voice, scripted bullet point delivery, lack of movement etc.

- Try to keep an enthusiasm in your voice or the audience will become as disinterested as you sound

- Be familiar and confident with your content, long pauses and ‘errms’ can give the impression you don’t know your stuff

- Use relatable examples, once you’ve made a point, think of a way to put this into a real-life scenario

- The most vital part of maintaining the focus of an audience is to ask them questions, make a point and ask for their opinion, or check their existing knowledge by asking a question on the upcoming topic.

3. Drawing to a close

The end of the presentation is your last point of contact with the audience. Hopefully, they’ve enjoyed the content and shown engagement throughout. What’s important now is to provide them with the tools to contact you;

- Make sure your last slide contains the company name and logo, your name, a contact number and an email address. Whilst some people may note this down it's not 100% effective.

- A more direct way of providing the audience with your details is to leave business cards or flyers at the end of each row, or on the seats before the presentation.

- Draw their attention to the above, it’s important to finish with a closing statement highlighting your contact information and to get in touch if they’ve benefitted from the presentation

Group presentations, what’s the point?

Group presentations, what’s the point?

In the first of our two-part blog on group presentations, we delve into the benefits of group presentations! Be sure to keep an eye out for the next one later this week!

Group presentations are used across many different industries to widely varying audiences, but they all share a common goal - to effectively deliver information. They provide a great opportunity to reach large audiences via an interactive platform.

This makes group presentations an ideal way to communicate with your staff.

Communicating Benefits

Although staff receive paperwork about their benefits when they join the company, how many actually read it and could tell you exactly what benefits package they have? You might offer the best employee benefits in the world, but what’s the point if your staff don’t know about them?

Why not send an email?

Staff often get hundreds of emails a day, you don’t want information on employee benefits to be just another email lost in the pile. Even for those that do pick up the email and read it, the chance that they will be inspired enough to do anything about it is fairly low.

Bringing it to life

Presentations are the perfect way to bring dull or meaningless blocks of text to life, not only through the use of on-screen graphics and illustrations but by the presenter providing real life, relatable examples.

One such example might be;

Workplace Pension - What is it?… How does it work?… How much will it cost?… How does it compare to other savings vehicles?… How does your future look?

In this instance, the relatable example may use a case study showing two people and the expected income in retirement that could be achieved by someone who makes pension contributions vs someone who doesn’t.


What a monthly contribution of say £50 might provide as income in retirement alongside your employer's contribution.

Ongoing engagement

By the end of the presentation staff will;

- Leave with a better understanding of what is available and what each benefit means for them.

- Know who to speak to and where to access their benefits

- Continue discussions with their peers and are more likely to implement changes and increase overall engagement.

- Once staff have familiarised themselves with their benefits and where to find them, they will be more likely to place a higher value on them.


How to reduce your benefits postage costs

How to reduce your benefits postage costs

Some of the UK's largest pension schemes still have a large percentage of their members receiving their pension information via a physical copy in the post, often resulting in some pretty hefty postage fees!

So, how do you reduce those costs? Well, there's an obvious tactic and that is - move them to digital!

I know, I know, some of your audience won't have email's or they rarely access them, some of them will still want a physical copy, but we are reducing, not removing.  Just think, how would your quarterly benefits statement postage costs look if a 10% reduction could be achieved?

Well, the first port of call is to get a "portal" where you can send your comms out from, which is a big job in itself but that is a topic for another conversation.  But those of you who have an already established portal/website/intranet, then there are some steps you can take to reduce your costs - 

1. SET GOALS - before undertaking any project, set goals of what your ideal scenario would look like i.e. 70% of the audience signed up for paperless statements.

2. SPLIT GOALS - you're not going to get everyone signing up in one big bunch (unless you offer them Krispy Kreme doughnuts as an incentive - who can turn those down?) so split those goals into campaigns i.e. Campaign 1 - 10% sign up for paperless statements

3. CALLS TO ACTION - have clear CTA's on your website so that users can register to go paperless (see our other blog post on Calls To Action HERE)

4. REPORT & LEARN - the final step is probably the most crucial because like we say, you aren't going to hit the nail on the head first time and get an overhaul of people wanting paperless.  This can be down to many things, style/tone of comms, engaging imagery etc... So you need to pay attention to each bit of communication that goes out, learn from it and adapt where necessary.  

Driving the traffic to the website is the easy part, converting them is the challenge, so you need your analytics in place to assess the effectiveness of the campaigns.  

We are the Pension Communication Partner for a FTSE 100 client with around 30,000 active members. In 2016 19,663 were not using the online portal, leaving the client with no choice but send printed copies of all communications to the members not online. A typical print example of sending a small booklet/leaflet including postage to around 10,000 members, can cost anywhere between £8,000-£15,000.

Through targeted and engaging communications, we increased the number of members online to 29,408 in 2017. With up to six communications being sent to members every year, there is a potential saving of up to £90,000 per annum.

View our communication page HERE

By Dan Mills - Creative Director

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