Your goals: To keep your employees informed about their benefits offerings, to help your employees take advantage of the benefits you offer right when they need them, and to maximize the value of your benefits for both your company and your employees.
So, how do you get there? By creating personalized multimodal messaging for members of every generation you have in your workforce. Here are four steps we at Evive built into our platform to ensure the abovementioned goals are met:
1. Collect communication preferences. As mentioned in an earlier blog post, don’t be tempted to use generational stereotypes to guess how your employees want to be reached. In fact, a survey we conducted with a Fortune 500 retailer showed us that, while many people in a given generation preferred email, many in each generation (sometimes nearly half) didn’t. Surveying your employees on their communication preferences and—ideally—delivering your messaging accordingly is a crucial first step that removes an access barrier and greatly improves the chances your messaging will be read.
2. Create content based on non-overlapping behavioral science principles. To increase the persuasiveness of your communication, frame your content around a behavioral science principle that resonates with a particular group or individual. Learn more about what some of these principles are and what we’ve found to work for certain groups here. And remember this important tip: Only use one principle per communication so you’re able to measure its success effectively (if you use overlapping principles, how will you know which was the one that moved your employee to take action?).
3. A/B test. Whether your behavioral science principle is embedded in an email subject line, in the message itself, or as an added piece (like a key fob or magnet, for mail examples), create one set of communications using one principle, and another using a different principle (again, using only one principle per communication). Deploy your communications, and measure which performed more effectively. Use this data to inform your content choices going forward for your group, or—if you can—at the individual level.
4. Use a learning platform that tracks and improves effectiveness based on response behavior. You’ve done the work to gather your employees’ communication preferences (so you’ve got their attention), and you’ve tailored your messaging based around behavioral science principles (so you can effectively motivate them to take action), and have tested to see what worked. Now, using a platform that can machine-learn which employees respond positively to which modes and messages can replicate your efforts by predicting how content should be created and sent going forward.