The Latest Trends in Employee Communications: A Shift in Focus and Strategy

The landscape of employee communications continues to evolve, having undergone a significant shift as we navigated through the new workplace realities presented by the pandemic. While the crisis is behind us, what remains is a yet-unfamiliar dynamic for many employers and HR leaders, largely driven by remote and hybrid work models that have increasingly become the norm in recent years.  

As a result, we continue to see movement and evolution when it comes to best practices related to employee communications. The reality is that many of the traditional approaches were designed around a “traditional” work environment. So, while the latest trends in this realm are not entirely new, we continue to see fairly significant evolutions of existing strategies — a shift in focus, strategy, modality, or all of the above.

Let's explore some of the key changes and trends shaping employee communications today.

The Shift to a Single Source of Truth

One of the most impactful shifts in employee communications today is the emphasis on creating a dedicated “single source of truth” for benefit communications. Whether it’s a full, custom benefits portal, a microsite, or an internal platform or intranet of some kind, having a central location where employees can access all relevant information on demand is essential. This "one-stop-shop" should include everything from benefits information, enrollment materials, and vendor resources to decision-support tools for employees. The aim is to foster consistency and make it easier for employees to find exactly what they need without relying on disparate or outdated resources.

Digital and Mobile-First Strategies

It should go without saying that, today, a mobile-first approach is critical. Almost everyone has a smartphone, and many employees — especially deskless workers— aren’t sitting at a computer all day. The overarching trend universally is increased usage of digital tools on mobile devices. As a result, making sure communications and benefit platforms are optimized for mobile access is critical. Employees need the ability to access key information on their devices — wherever and whenever — and employers should create mobile-friendly content that meets them where they are. From benefit tools to information platforms, if it's not mobile-friendly, it's missing the mark.

The Rise of Video

Video content has emerged as a dominant communications tool, even (and especially) in the workplace. Employees are more likely to engage with short, “snappy” video explainers than lengthy emails or booklets. What’s changed recently is that high-production (i.e., expensive) videos are no longer necessary. “Homegrown” videos (shot on a smartphone, for example) often feel more authentic and are generally more cost-effective to produce, making video creation feasible even for smaller organizations. Even better: videos tend to resonate more authentically with the intended audiences. As AI becomes more integrated into content creation, we anticipate it will play a larger and larger role in making video production easier for communicators, even those with limited experience or resources.

Leverage Internal Social Media

Regardless of age or generation, the modern workforce has become conditioned to the communications standards and conventions of social media. “Internal” social platforms, like Yammer, Slack, and even private Facebook or LinkedIn groups, are gaining traction as internal communication tools. These platforms not only keep benefits top-of-mind but also foster community by encouraging interactivity and engagement. Employees can ask questions, share experiences, and offer peer-to-peer insights, making the communication process more engaging, immersive, holistic, and dynamic.  

Behavioral Economics in Communication

We’re seeing a shift away from the traditional, stale corporate communication approach and a move towards one that incorporates “behavioral economics principles” commonly used in the marketing industry. By understanding how employees make decisions and what influences their choices, communicators can design messages that subtly encourage the organization’s desired behaviors and outcomes. For example, framing benefit options or enrollment decisions in a way that resonates with the cognitive biases and preferences of employees can drive behaviors that benefit the employee and employer alike. While this might seem advanced, it's really about understanding human psychology and learning how to nudge employees in the intended and most beneficial direction.

Segmentation and Personalization

Rather than a one-size-fits-all approach, more organizations are embracing segmented communications. This involves tailoring messages to different employee groups based on factors like demographics, benefits usage, or a particular life stage. A younger employee might appreciate the cost savings of a high-deductible health plan paired with a Health Savings Account (HSA), while an older employee might be more interested in the investment potential of that same HSA. Segmenting such audiences into cohorts — and then serving each tailored information and messages — will serve both audiences better than would a generic, one-size-fits-all approach.  

Similarly, personalized communication takes things a step further. By leveraging employee data, communications can be targeted and tailored to specific individuals. For example, a new parent returning from maternity leave might receive targeted information about childcare resources or parental support services offered by the employer. Personalized total rewards statements (“Hi, Susan!” for example), which highlight individual benefit packages and their associated values, are another effective way to engage employees on a more personal level.

Storytelling and Employee Testimonials

Employees don’t just want to know what benefits are available—they want to know how to use them in real life and in the real world. That’s where things like employee testimonials and storytelling can be particularly useful. Sharing real-life stories about how certain benefits helped genuine (and recognizable) employees adds authenticity and makes the information more relatable to the recipient’s own situation. Additionally, peer-to-peer communication can be far more powerful than a simple benefits summary because it demonstrates the tangible impact benefits are actually having on an actual employee's life.

Less Text, More Visuals

Finally, one of the most significant trends is the move toward visual communication formats. The goal is simple: less text, more images. Infographics and other pictorial formats can make complex information easier to digest and understand, which in turn, is likely to increase employee engagement. As you have likely noticed yourself, employees in the modern workforce are less likely to read through dense documents; instead, they respond better to concise, visually appealing content that gets straight to the point.

Keep Moving Forward

While the changes in employee communications may not seem entirely groundbreaking at first glance, they are significant, and they show no sign of remaining stagnant. The focus has shifted towards meeting employees where they are, whether that's on their phones, through more interactive platforms, or through personalized and segmented content. By adopting these trends, companies can build more effective, engaging, and relevant communications that better serve their workforce and the organization at once.  

We know how frustrating it can be to work so hard perfecting a generous benefits program only to watch it get lost in translation. Conceding the challenge of making benefits information “exciting,” we believe it is both possible and important to develop compelling employee benefit communications that offer clarity, generate excitement, and motivate action.