Hop on the ‘Let’s Get Digital’ Soapbox!

I’ve been on a “Let’s Get Digital” soapbox for delivering employee benefits communications for several years. Digital is more effective than print in SO many ways, many of which I will outline below. 

But first, let’s acknowledge that there is no surefire way for any organization to get employees to pay attention to and understand their message. And, sometimes, we can’t squelch the desire to put something tangible (printed) in one’s hands. But if you’re willing to ditch the “template” and try new delivery methods, here are a few considerations to keep in mind. There’s room for you on the “Let’s Get Digital” soapbox, too! 

Outdated resistance

As a communications consultant, I’ve heard clients push back on digital communications with objections such as these:

• Our employees don’t work at desks or have email
• Our industry is low-tech
• The population here just doesn’t get it

While these things may have been true 15 years ago, in nearly all cases they’re outdated complaints today.

Despite pockets of resistance, the truth is that so much of life today occurs online or on mobile devices. Real estate transactions, virtual care visits, and even take-out orders are now common tasks we take care of right from the palm of our hands. Technology even makes personal relationships easier, with grandparents eagerly grabbing the phone or tablet to spend time with the grandkids from afar! 

Or consider QR codes. No longer odd, pixelated squares requiring instruction, QR codes are now intuitive and part of everyday life. 

But if you’re still not sure about your employees’ comfort with receiving information through modern methods like a text message, info hub, or QR code, ask them! A survey may help confirm or guide your communication delivery decisions.  

Digital can be more captivating

Digital communications done well can be a great way to grab and keep a viewer’s attention. For example, using video to relay messages about your benefits program can include compelling visual cues, narration, sound elements, and on-screen wording to reinforce messaging. If it’s short, sweet, and flashy, employees are more likely to retain the main points to help meet your objective.

The most effective communication campaigns go both ways, allowing viewers to navigate to the information they most need. 

With text messages, you can send out a brief message with a call to action, such as: “ABC Co’s Open Enrollment starts Monday! View your benefits guide at tinyurl.com/McGriffDigitalGuide. Reply WATCH to see a video on our new virtual care provider. Don’t wait until you’re sick! Reply READY for instructions on registering in advance for 24/7 online care.” 

Have a lot of Open Enrollment changes to communicate? Video, text messages, and QR codes are a great way to break up information into smaller bits and help avoid attention fatigue. 

Not many changes this Open Enrollment? Maybe a one-page memo with the deadline to elect, bullets of main points, and a QR code to a digital benefits guide is better than handing out a ton of information that could overwhelm employees. 

Environmentally friendly and ADA compliant

Companies of all sizes are increasingly adopting policies to reduce their environmental impact. A digital communication campaign can not only help reduce print waste but also reduce a company’s carbon footprint by not relying on the supply chain for the shipping and delivery of physical materials.

Many digital communication methods also allow you to fold in ADA-accessible features. For example, someone with low or impaired vision may need a screen reader or a way to zoom in on a document. Those with hearing difficulties can read transcriptions or closed captioning. 

Long live the printer!

While digital delivery can eliminate the need to back print production into your overall communication timeline, there are times when print is more effective. Just be sure to keep your messages concise and on-point. It would be best to provide highlights, calls to action, and where to go for more information, not detailed manuals. 

Here are a few examples where printing makes more sense:

• When you need to reach spouses – Open enrollment is an excellent example of a time when connecting with your employees’ spouses can be important. Since spouses are often decision-makers in benefits enrollment, postcards mailed to homes are an effective way to alert them to deadlines. Postcards are also a great way to easily break up information and provide QR delivery methods for supporting materials or opt-ins for text message campaigns.
• Benefit contact cards – As more and more carriers move to digital ID cards, a consolidated wallet card with your insurance contacts is a great thing to have. If you have room, include the company name, group number, website, and phone number. This way, if an employee is ever having internet connection issues, they’ll still know how to contact someone.
• Posters in high-traffic areas – Placing posters in strategic areas with quick informational tidbits and QR codes can be a great way to grab attention with bold headlines. Places like breakrooms, timeclocks, vending machines, and yes, even restrooms (after all, you have a captive audience) can help spread your message.
• When you have specific instructions to relay – If you have a multi-step process or a new enrollment site, for example, sometimes having a printed quick-sheet is more convenient than having to toggle between different internet browser tabs or web pages. An informative summary, including screenshots, can be beneficial in these instances.

When in doubt, test it out!

If you’re still unsure if digital communication methods are the right approach for your organization, start with small steps and seek feedback. With a new delivery model, gather viewer statistics and track efficiencies where possible. Does the new method increase employee access to information? Were you able to do less hand-holding, allowing you to focus on other initiatives? How much money, production time, and stress did you save by eliminating or reducing print? Was there an increase or decrease in rushes to deadlines or the need to follow up?

Based on your answers to these questions, you’ll gain insight as to whether continuing or improving your communication delivery methods is in your best interest. If you end up seeing positive results, hop on the soapbox with me and let’s sing, “Let’s Get Digital!”