The best engagement happens when a message means something to those that receive it and more so when that message delivers a solution to a problem.

This rule applies as much to  messages about workplace benefits as it does to a flyer extolling the virtues of double glazing, decking, a holiday in the Italian lakes or an advert comparing car insurance.

All these messages land better when they are relevant for the  person receiving them and especially if the person is in the market for the items being 'sold'.

It may not be possible to personalise workplace benefits messages at an individual level so look at segmenting messages by employee groups based on income levels, life stage or circumstances. 

If this isn't possible why not let the employees identify themselves with a particular personalised case study or a similar fellow employee; 'someone like me'. They can then see how it could work for them and also feel part of a group they identify with - which may not be about age, salary level or role. 

No matter what the communication it will be more meaningful when the message tells people who it is relevant for, it is clear and simple, it sets out the benefit and the problem it will solve,  and shows people how to  'buy' it.