May 14, 2007

HR communications isn't one size fits all

Did you know only 31% of employees say communication about benefits is effective?  And just 40% understand the benefits that best meet their needs? Add this lack of understanding to the fact that most employees are already overloaded with extraneous information, and employees will simply tune out, running the risk of missing really important info.

What can you do to effectively communicate? You must break through the clutter and give employees what they need—tailored communication that is relevant, clear and simple. Also keep in mind that when communicating HR information, you face the additional challenge of striking the right balance between the needs of the organization and the needs of the employee

The following tips will help you leave behind the “one size fits all” approach and enter the mindset of tailored communication. By targeting information, you increase the level of employee engagement, which leads employees to take action.

• Take a page from sophisticated direct mail marketers: Know your audience and craft your message to fit the specific needs of the segment you are targeting. An excellent example of this individualized communication style is the model used to communicate compensation or specific benefits rewards. Put yourself in the employee’s shoes: When you receive a message about your compensation or benefits package, you know immediately that this information is “just for me.”

• Determine whether the material you are communicating needs to be delivered differently to managers and employees. One example would be performance management. Instructions and forms sent to managers who have direct reports would be different from the materials sent to individual employees who do not have staff to manage?
  

• Once you have selected the different employee segments you are targeting, use all the tools at your disposal to effectively communicate your information, choosing the channel that best fits your message and target audience.

• For example, don’t send an important message via e-mail to a sales force that is on the road with limited or no access to the intranet

• Use a database that can sort the employee population, enabling you to design your lists according to your criteria, and then slice the data to target your distribution.

• If available, deliver customized information by intranet portal technology, which enables you to provide information based on the user’s profile.  For instance, if a change in the company’s health insurance plan only affects employees in a particular state, you could use a portal environment to communicate that information to just the impacted employees.
  

To maximize employee productivity and reduce overload, you must provide employees with useful, timely information. This also minimizes the number of employees who need to contact an HR rep or call center, saving your company money by increasing efficiency, and creating less hassle and stress for employees.