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.
Making it personal In an age-diverse workforce, every employee has different aims and different finances. Helen Swire examines how employers can meet all their employees’ financial education needs 04 May 2016 Helen Swire The phrase ‘workplace demographics’ has never referenced a more diverse spectrum of age groups than in 2016. How can employers make financial education relevant to all segments of their companies – and for the younger, cash-strapped generations, how can they encourage them to engage with their pensions and savings? Separating the workforce out The buzzword is segmentation – but the associated workload of segmenting and communicating with a workforce can mean that while it is the recommended course of action, few adhere.