10 Words to Promote Positive Benefits Communications
Did you know “45 percent of employees would rather clean their bathroom than figure out HR benefits”? That’s what ServiceNow discovered after surveying office workers.
No wonder there’s a need for positive benefits communications!
As a benefits professional, you understand just how great your company perks are. And if you provide decision support software for employees, you know how easy choosing health plans can be.
The tricky part is helping employees develop a positive attitude about their benefits.
As you communicate with employees about open enrollment, wellness fairs, and other news, it’s important to ensure your messages are cheerful and engaging. Below, we’ve listed 10 words that promote a positive vibe.
Not surprising Coschedule says more people will open an email if the subject line includes the word “you.”
To test this out, take a look at the two subject lines below. If you were an employee, which email would you rather open?
How You Can Open an HSA
How to Open an HSA
Using this word makes your communications more personal—and helps employees understand that your communications are relevant to them.
Be sure you place the word “save” in your positive benefits communications toolbox!
Your employees use coupons to save money. They download apps to save time. They purchase robotic vacuum cleaners to save effort. Whether it’s tangible dollars or intangible minutes, your employees are serious about saving.
When you frame your communications around conserving resources, you’ll give employees a reason to explore your infographic or attend your webinar.
When it comes to positive benefits communications, “minutes” may not immediately jump to your mind. But it’s one you’ll definitely want to employ, and here’s why…
Life is busy. Employees don’t want to spend 45 minutes choosing health plans… or 20 minutes answering a survey. When you communicate with your employees, you can support engagement by defining how long an action will take (e.g., “Tango Decision Assist™ can recommend a health plan in about 3 minutes.”)
Maybe some employees enjoy complexity. But we’d venture to bet the majority of your workers prefer concepts that are easy to understand and processes that are simple to follow.
Whether you’re educating employees on health plan deductibles or 401(k) savings, use the word “easy” whenever you truthfully can. It can assure employees that a PhD isn’t needed to try something new.
We live in a visual society. In fact, Wyzowl reports that…
When asked how they’d most like to learn about a product or service, two-thirds of people (66%) said they’d prefer to watch a short video. This compares to 18% who’d rather read a text-based article, website or post, 4% who’d like to view an infographic, 3% who’d rather download an ebook or manual, 3% who’d rather attend a webinar or pitch, and 2% who’d like a sales call or demo.
Using “see” or “watch” can cue employees that you’re offering something of visual interest.
Using names of fellow employees is a great way to foster positive benefits communications. That’s because people-driven education is more convincing (and interesting) than abstract claims. To see what we mean, check out these two statements. Notice how the first is far more interesting than the second:
“Hannah used decision support software to find the best health plan.”
“Anyone can use decision support software to find the best health plan.”
It’s practically guaranteed your employees care about their hard-earned paychecks.
To create positive benefits communications, use “money” or “dollars” frequently as these words connect the dots between company benefits and employees keeping more of their wages. For example, you can introduce an HSA webinar by saying, “Learn how to save 25% on your medical bills with an HSA.”
Nearly everyone wants to improve in some area of life! So incorporate the word “grow” into your benefits communications. Here are a few examples you can use:
- Grow your 401(k) savings
- Grow your HSA piggybank with each rollover
- Grow your savings when you pick the right health plan
- Grow your health literacy with this resource
Perhaps you intuitively know that “new” is a positive word.
In an article entitled “5 Most Persuasive Words in the English Language,” Copyblogger writes, “‘Newness’ is important to products, especially because research has shown they age far more quickly than ‘experiential’ purchases.”
Below we’ve listed a few ways “new” can promote positive benefits communications:
- This new tool shaves open enrollment time to 3 minutes.
- There’s a new health plan on the block!
- Check out this new way to lower your insurance premiums.
Everyone wants to be appreciated—including your employees.
Whether you’re thanking your workers for their survey participation or for attending a lunch-and-lunch, expressing gratitude automatically creates a positive vibe.
Helping Your Positive Benefits Communications Stick
When you want your employees to understand their benefits, communicating with a positive vibe is one step in the right direction.
However, this is just one tactic (of many) for helping your communications stick.
At Tango Health, we’ve created an eBook for benefits professionals that shares our tips for communications that resonate with employees. Download Make Your Benefits Communications Stick.