Employee Benefits Communication Study Shows 70% Engagement Across Industries

A new study by Flimp, a leading provider of employee benefits communications, has revealed significant engagement rates across various industries during the 2023-24 open enrollment period. The report, which analyzed data from 235 employers and 842,000 employees across 14 industries, found an average engagement rate of 70% for benefits communications campaigns.

The study's findings underscore the increasing importance of effective benefits communication strategies in the modern workplace. With remote and hybrid work arrangements becoming more common, employers are facing new challenges in ensuring their workforce is well-informed about available benefits options. Flimp's Digital Postcards, which incorporate videos, benefits guides, and decision-support tools, proved particularly effective, with first-time users seeing an engagement rate of 87%.

One of the most notable trends highlighted in the report is the rise in mobile engagement. Mobile views of benefits campaigns climbed to 19% this year, reflecting the growing preference for on-the-go access to information. This shift towards mobile-friendly content is likely to continue as workforces become increasingly distributed and reliant on digital communication channels.

The study also revealed significant variations in engagement rates across different industries. Construction led the pack with an impressive 117% engagement rate, followed by banking and financial services at 90%, and consumer products and retail at 89%. These high engagement rates suggest that employees in these sectors are particularly invested in understanding and maximizing their benefits packages.

On the other end of the spectrum, industries such as recreation, hospitality, and tourism saw lower engagement rates at 43%. This disparity highlights the need for tailored communication strategies that address the unique challenges and preferences of different workforce demographics.

The use of multimedia content emerged as a key factor in driving engagement. The report noted that 1,106 videos were used across 255 campaigns, indicating a strong reliance on visual content to explain complex benefits information. Additionally, the inclusion of countdown clocks in over 37% of campaigns suggests that creating a sense of urgency can be an effective tactic in encouraging employees to engage with benefits materials.

Another significant finding was the effectiveness of QR codes in reaching employees. Campaigns using Flimp-created QR codes saw a 70% engagement rate, with mobile rates climbing to 29% for these initiatives. This data points to the potential of integrating physical and digital communication methods to maximize reach and accessibility.

The implications of this study are far-reaching for both employers and the benefits communication industry. As workforces continue to evolve, the ability to effectively communicate benefits information becomes increasingly crucial for employee satisfaction, retention, and overall organizational health. The high engagement rates seen in the study suggest that employees are indeed interested in their benefits packages when the information is presented in an accessible and engaging manner.

For HR professionals and benefits administrators, the report offers valuable insights into best practices for benefits communication. The success of multimedia content and mobile-friendly approaches indicates that investing in these areas could yield significant returns in terms of employee engagement and understanding of benefits offerings.

As the landscape of work continues to change, the importance of effective benefits communication is likely to grow. Employers who can successfully adapt their strategies to meet the needs of a diverse, often remote workforce will be better positioned to attract and retain talent in an increasingly competitive job market. The Flimp study serves as a benchmark for the industry and a guide for organizations looking to enhance their benefits communication strategies in the coming years.