The 10 Most Common Mistakes When Crafting a Total Rewards Communications Strategy

Developing a total rewards communications strategy is a crucial component of effectively engaging employees and enhancing their understanding of the benefits and programs available to them. However, many companies inadvertently make common mistakes that hinder their efforts, leaving employees confused, disengaged, or unaware of the full scope of the company’s rich benefits offerings.

A well-executed communications strategy can bridge the gap between organizational goals and employee needs, fostering trust, improving enrollment, and driving overall satisfaction. From failing to establish a clear plan to overloading employees with information or relying on generic, one-size-fits-all messaging, these missteps can dilute the impact of even the most robust benefits packages.

Here are the 10 most common mistakes we run across, along with our recommendations on adjustments employers can make to follow through on their promise to be employers of choice for existing and prospective employees.

1. Lack of a Clear Strategy

The Mistake: The first and foremost missed opportunity we find when it comes to developing an effective communications plan is not having one! Many HR teams face a growing list of responsibilities with a seemingly dwindling amount of time, leaving strategic planning to be deferred, delayed, or even ignored. However, without a cohesive plan, employee communications can feel scattered, inconsistent, and reactive, rather than proactive. This can result in confusion, misinformation, and missed opportunities to keep employees informed, engaged, and feeling rewarded and valued.

The Make-Good: Develop a comprehensive communication strategy that aligns with organizational goals and employee needs. Start with clear objectives — such as increasing benefits enrollment, improving engagement, or reducing HR inquiries, which can ultimately be measured for effectiveness and contribution to the company’s broader objectives. Map out timelines, key messages, and delivery channels for the year. For example, create a monthly communication calendar highlighting topics like financial wellness in January, mental health resources in May, and open enrollment preparation in October.

2. Not Having an Integrated Strategy

The Mistake: For those companies that do have something of a mapped-out plan, we too frequently find them not to be integrated. Focusing only on the communications you provide employees — and not considering what your vendors are also sending to your team, for example — can be an oversight that creates discontinuity or even confusion. Similarly, only focusing the communications initiatives on healthcare benefits, rather than the full scope of rewards and compensation offerings, can make the overall plan feel administrative and one-dimensional, when you want it to feel robust and all-encompassing.

The Make-Good: In addition to any communications you may prepare and deliver, be sure you take inventory of when and what your vendors are sharing with your employees. Think through any compliance-related communications, as well. Having an integrated plan will ensure you don’t overwhelm employees at certain points, nor do you have large gaps of time with no information. Be sure your strategy ensures you are highlighting the full scope of your offerings, including health benefits, retirement plans, wellness programs, paid time off, and professional development opportunities. Showcase how these benefits contribute to the overall employee experience and total wellbeing: physical, emotional, financial, and social/career well-being.

3. Information Overload

The Mistake: Dumping too much information on employees at once, especially during busy times and seasons (like open enrollment or company-specific “crunch times”), overwhelms the team and diminishes individuals’ ability to retain key points. Too much in too little time may even have the effect of everything being ignored at once!

The Make-Good: Prioritize the most critical information and break it into smaller, digestible pieces. Use phased communications: start with a high-level overview, followed by focused messages on specific topics. For instance, during open enrollment, send an introductory email outlining key dates, followed by a summary of what’s changing. Then send weekly messages diving into specific topics, like how to choose the right medical plan, a closer look at health savings accounts, understanding your voluntary benefits and what they can do for you, etc.

4. Ignoring Employee Feedback

The Mistake: Assuming employees understand the information being shared or find it valuable, without seeking their authentic and valuable input, risks disengagement from the team and missed opportunities to improve both the communications efforts as well as overall company morale.

The Make-Good: Build feedback mechanisms into your communications strategy. Use pulse surveys, suggestion boxes, or post-meeting polls to gauge understanding and satisfaction. For example, after introducing a new benefit or program, conduct a survey asking employees how well they understood the program, what they liked, and what could be improved. Incorporate this feedback back into your planning process in order to refine future communications.

5. One-Size-Fits-All Messaging

The Mistake: Treating all employees the same and sending out generic messages fails to resonate with diverse groups, such as remote workers, frontline staff, or different generations. Everyone has distinct communications preferences; failing to account for that means many missed opportunities for education and engagement.

The Make-Good: As we’ve demonstrated previously, it is prudent to segment your audience and tailor communications accordingly. For example, offer different formats for benefits information: create detailed documents for desk-based workers, quick-reference posters for frontline staff, and mobile-friendly content for remote employees. Additionally, address specific concerns relevant to each group, such as retirement planning for mid-career employees or student loan assistance for recent graduates. One size almost never fits all, so plan and act accordingly!

6. Over-Reliance on a Single Communication Channel

The Mistake: In a similar vein, sending all communications through a single medium — like email — often results in low engagement, especially if employees don’t regularly check that channel. Consider deskless employees  and you can immediately understand how email alone (for example) will fail to reach everyone “where they are.”

The Make-Good: Employees consume information differently; some prefer email, others gravitate toward video, intranets, SMS, apps, or printed materials. Diversify your communication channels to meet employees where they are…and when.

For example:

• Use a mobile app for on-the-go updates.
• Host live webinars or recorded videos for detailed explanations.
• Leverage digital signage in breakrooms for reminders.
• Incorporate printed guides or mailers for employees who prefer physical materials. Don’t underestimate the power of home mailers. This is an excellent way to reach spouses and other dependents, too.
  

7. Focusing Only on Compliance

The Mistake: Treating employee communication as a “check-the-box” exercise focused solely on meeting legal requirements and compliance obligations makes the communications feel impersonal, administrative, and uninspiring…and, worst of all, tempting to ignore!

The Make-Good: Go beyond compliance by weaving in storytelling and personalization. Highlight real-life employee success stories, such as someone who benefited from a mental health resource or achieved financial goals through the company’s retirement planning offerings. Personal anecdotes make communications more relatable and memorable. Mix all of these: medium, message, and material!

8. Neglecting Ongoing Communication

The Mistake: No strategy should operate as a “one-and-done” one-off. Only reaching out to employees during open enrollment or for major announcements creates costly gaps in understanding and engagement. A company that truly values its employees should be able to demonstrate that through how well it communicates with, and invites feedback from, the valued members of its team.

The Make-Good: Commit to a year-round communication and plan it out well in advance, so you’re not simply racing out reactive notices and time-sensitive details.

For example:

• Plan and produce quarterly newsletters with tips on maximizing benefits.
• Promote wellness programs seasonally, such as flu shots in the fall or stress management workshops in December.

Regular communication reinforces key messages and keeps benefits top-of-mind. Your team will notice the strategic, measured cadence and will come to anticipate and appreciate the periodic provision of best practices and helpful tips that enhance their lives, both in and out of the office.

9. Failing to Measure Effectiveness

The Mistake: Sending out messages without tracking their impact makes it impossible to know what’s working and what needs improvement.

The Make-Good: Use analytics tools to measure key metrics such as open rates, click-through rates, and employee survey responses. For example, if your benefits webinar had low attendance, consider changing the time or format next time. You may also wish to A/B test a live webinar against a pre-recorded, on-demand video tutorial. Be strategic about what gets measured and how it is being reported. Be sure to share relevant  insights with company stakeholders. Not only will this allow you to iterate on your strategy to improve outcomes, it will also serve to demonstrate both the plan’s and your team’s contributions to the company’s overall strategic objectives.

10. Not Asking for Help Where Help Exists

If this first and most important task (developing the strategy itself) seems daunting, overwhelming or foreign to you, consider bringing in a consultant to help you identify opportunities for a more strategic approach to your internal communications strategy. Such a resource can even facilitate the actual development of the company’s total rewards communication plan in partnership with you, but alleviating you of the time and resource burden you may be facing as a busy HR professional with plenty to do!

Make Good on Your New Year’s Communications Resolutions Starting Today!

The turn of a calendar year marks a great time to consider or reconsider a company’s total rewards communications plan and strategy. With many deadlines and open-enrollment obligations finally behind us, HR teams should have a little more time to catch their breath and focus on strategic, big-picture initiatives for the year that lies ahead.

By addressing these mistakes with practical solutions, your employee communication strategy can become a powerful tool for engagement, retention, and organizational success.

Keep in mind, these strategies should be reviewed and reevaluated annually…so just because you made good on your resolution last year doesn’t mean you don’t need to do it again this year!