Focus on communication to increase employee engagement

Employee engagement is a hot topic. Growing evidence from Gallup and industry analysts link it to stronger organizational performance. What is employee engagement? Forbes defines it as ... “the emotional commitment the employee has to the organization and its goals,” further stating “this emotional commitment means engaged employees actually care about their work and their company.”

Caring about the work and how it supports the company is what distinguishes an engaged employee from a merely satisfied one. An employee can be satisfied enough to stay in a job without caring enough to put forth discretionary effort to help the company succeed ( beyond his or her personal gain, that is).

The willingness to put forth this extra effort can also extend beyond day-to-day responsibilities. Think about how employee engagement impacts benefits programs or other business challenges, such as the rising cost of providing health care benefits. Engaging employees in their decisions about health care benefits continues to be a key strategy in managing costs.

EMPLOYEE COMMUNICATIONS MATTER

The 2017 Willis Towers Watson Emerging Trends in Health Care Survey found that for 96% of employers, enhancing the employee experience is a priority of at least moderate importance because they believe it will help improve engagement in health care decisions.

Now think about your own employees. Do they understand your company’s benefits- related goals? If engagement is about fostering a commitment to the success of the company, how can employees feel engaged with their benefits choices if they don’t understand the ramifications of their choices? For example, why should they choose a walk- in clinic instead of the emergency room? Why should they shop around for the best price for procedures? Why not just get that extra test?

There is no single solution to boosting employee engagement, but there are steps you can take in the short term to “move the needle.” Start with communications. When done well, communications can help you increase and maintain employee engagement.

Communications make your programs “real” and can be the difference between success and failure. For example, if you’re rolling out a new benefit and provide ample communications, you can expect employees to understand it and appreciate the value of the company’s benefits package.

HOW DO YOUR COMMUNICATIONS MEASURE UP?

According to the 2016 Willis Towers Watson Best Practices in Health Care Employer Survey, roughly half of employers feel their organization effectively communicates their health and well-being strategy to employees and delivers on its promises. How do you measure up? Ask yourself these four questions to quickly assess your benefits communications:

1. Are we clearly communicating why and how we made benefit-related decisions?

2. Do we deliver a strong call- toaction for employees?

3. Do employees understand why it’s important to take action?

4. Do we have a plan that communicates relevant, timely information to employees about benefits and our total rewards program?

If you answered “yes” to all of these questions — congratulations, you’re on the right track. If not, give some thought to how your next communication measures up against the first three questions before you hit the “send” button.

STAY ON TRACK WITH A COMMUNICATION PLAN

If you don’t already have a communication plan, a good way to start is to clearly outline your objectives ( bonus points if you include measurable goals), key messages and audiences. This plan is your foundation for action — and keeps you on track.

Developing a communication plan can seem daunting, but taking the time to put your ideas on paper in an organized manner can save time in the long run. For help getting started, consult with your internal communication resource or ask your broker for support and guidance. Focusing on communication will promote your benefits among your work force, setting you on the path to enhanced employee engagement, and ultimately, better performance for your company.