March 19, 2025

Communication plays a vital role in the health and well-being benefits ecosystem. An organization can have a comprehensive and competitive benefits package, but if employees aren’t aware of what’s available and how to access these benefits, employers won’t get the engagement and outcomes they seek.¹ At a time when employees have countless messages competing for their attention, employers need to adopt a creative, consumer-oriented mindset to health and benefits communications.

The following tips, tricks and examples of successful employer communications approaches can help you take your communications strategy to the next level.

1 | Think Like an Ad Agency

Health and well-being benefits communications can vary drastically from other messaging that consumers engage with—and can feel conventional in comparison. So how can employers bridge the gap between benefit communications and the more consumer-centric advertisements that employees engage with in their day-to-day lives? The answer is to think like an ad agency, according to a keynote speaker at Business Group on Health’s 2024 Annual Conference.² Thinking like an ad agency involves creating engaging consumer experiences that are seamless and connected, frictionless and based on consumer personas. To adopt this mindset, consider the following:

• Infuse communications with elements of the company brand: Anchoring the health and well-being brand to the overall company brand can help create a cohesive employee experience, promoting consistency and recognition across both organizational communications and those from vendor partners. According to one survey of consumers in the U.S., U.K., France, Germany and Spain, 94.5% of respondents indicated that familiarity with a brand was important in their decision to open an email.³ Developing a consistent benefits brand across health and well-being channels and collateral can increase the likelihood that employees will interact with these communications.
• Incorporate tried- and- true tricks to make the message stick: Even though technology has evolved over time, marketers continue to rely on time-tested strategies:
• Consider the marketing rule of seven: While not an exact science, the gist still stands: Consumers need repeated exposure to a marketing message before making a purchase decision.⁴ Translated to the employer communication landscape, companies should consider how to amplify benefits messaging throughout the year ( vs. just at open enrollment) to build awareness.
• Shift the lens of health and well-being communications from educational to action-oriented messaging: For example, tweak “It’s time to enroll,” to “Enroll now.” Both communicate the same message, but the latter drives action.
• Use second-person language: Using the word “you” instead of “employees” or “colleagues” creates a stronger audience connection.⁵
• Structure messages to be clear, concise and scannable: The way words are organized on the page can make written content more digestible.⁶ This can apply to all types of communication, from benefit guides to employee newsletters. For example, one Business Group member redesigned its benefits guide so that the information displayed on one side of the page indicated the benefits accessible to all employees, while the other side indicated what was available only to those enrolled in the medical plan.

• Don’t be afraid to inject a little laughter: According to research insights from consumers and business leaders across 14 countries, 90% of consumers are more likely to remember ads that are funny, and 69% would open an email from a brand if the subject line were funnier.⁶ In addition, multiple studies have indicated that humor can help with memory and information retention. However, most leaders are fearful of using humor in customer interactions.⁶ There is a time and place to inject office-appropriate humor, and some company cultures might react more positively to humorous content than others. Employers can take small steps to infuse more fun and humor into internal communications; for example, incorporate silly photos of employees’ pets when promoting pet insurance benefits.⁷

2 | Know Your Audience: Employees Are the Consumer

To make the most of health and well-being communication campaigns, employers need to make a pivotal shift in the way they understand their audience, from employee to consumer. In an era of hyper-personalization, old strategies often don’t cut it. Even the most creative communication techniques can fall flat when they don’t align with the audience. However, with a little effort, employers can tap into the psyche of their workforce.

To pinpoint the audience, try the following:

• Personalize information with psychographics: Compared to the typical demographics (e.g., age, gender, income and family structure) often used to segment audiences, psychographics “focuses on the beliefs, values and objectives of individuals in the market.”⁷ Employers can leverage a blend of psychographic and demographic information to understand employees as unique consumers and then develop messaging segments that more closely reflect the needs of the audience.

• Tailor messaging for global audiences: Multinational employers need to consider how their health and well-being campaigns translate across their workforce. Research from consumers in 29 countries indicated that “76% of online shoppers prefer to buy products with information in their native language,” and 40% of those consumers “will never buy from websites in other languages.”⁹ Transposed to the employer experience, employers should be prepared to translate documents and resources into the primary language of their audience. Many companies use translation services combined with partnerships with on-the-ground communicators and human resources business partners who can offer feedback on cultural context, nuance and perception. For example, one Business Group on Health member indicated that in the U.S., the company used a stock photo of a person midstride to promote a new walking challenge. However, contacts from other parts of the world flagged that in some cultures, showing the soles of your feet or shoe is disrespectful.¹⁰  Engaging multiple layers of review to ensure that communications are tailored to each audience is key to making a message resonate.

3 | Go Straight to the Source: Employees

When developing health and well-being communications, it is wise to get input directly from employees. There are numerous opportunities to do so throughout the communications development process, as well as in the effective deployment of health and well-being messaging.

• Get feedback from employee resource groups (ERGs): Because ERGs gather employees with an overarching goal or set of interests, they provide a captive audience for more targeted communications. In addition, ERGs are natural focus groups. Employers can use ERGs to inform the development of tailored communications; for example, one Business Group member partnered with its PRIDE ERG to develop an inclusive benefits guide that highlights programs and resources that may benefit groups such as LGBTQIA+, persons with disabilities, caregivers, active military and veterans and more. Other Business Group members have collaborated with Parent and Caregiver ERGs to create resources like return-to-work guides (for employees and managers alike) and buddy programs for new parents returning from parental leave.
• Hone communication needs through focus groups: Focus groups provide an opportunity to gather specific information and feedback, as well as pilot test language. Listening sessions pinpoint where the health and well-being brands can improve, what employees expect and elucidate where the organizational and health and well-being brands should align and where they should differ. For example, a Business Group member had shifted away from physical mailers in favor of email communications, but through frontline focus groups, the company learned that some employees did not want to use a phone to access benefits information and didn’t always feel tech-savvy enough to do so. The company ended up reinvesting in paper mailers to capture the attention of this group. Focus groups can also help employers select language that resonates with the audience, replacing benefits jargon with language that’s more accessible to everyday employees.
• Garner insights from employee surveys: Some employers use engagement or other surveys for insights on employee expectations and opportunity areas. For example, one Business Group member incorporates questions, such as what benefits employees want to learn more about and where to go to find that information, at the end of its open enrollment module.

• Engage in two-way communication: While focus groups and engagement surveys are great ways to gather point- in- time data, technology also provides employers with an opportunity to engage in more fluid and casual communications with their employee base. Sites like Workplace, Viva Engage and other well-being platform chat boards offer quick opportunities for touchpoints and a prime opportunity to source employee testimonials.
• Tap into testimonials: One of the most effective communication methods involves incorporating an element of human interest. Weaving in the experience of real people, especially fellow employees, is a powerful way to influence engagement. For example, one Business Group member company saw a +22% increase in utilization of its mental health program the month after a testimonial campaign was launched. Don’t forget the power of informal testimonials either. Word- of- mouth or organic posts to internal social sites can also serve to promote the benefits package.

4 | Avoid Self-Sabotage

According to the CIA’s Simple Sabotage Field Manual, waiting, boredom and unnecessary effort are three ways of undermining your enemies.¹¹ Employers should take note and test their own communication and engagement efforts against these three principles.²

• Streamline how users access content: One of the easiest ways to lose employees’ attention is a multistep sign-in process. In a study of more than 10,000 consumers, 59% indicated that they’ve given up on accessing an online service within the past 2 months due to forgetting a password.^12,13 Placing content outside a firewall or implementing single sign- on across health and well-being sites and platforms can ensure that employees are able to access the content they need in the moment.
• Reduce clicks: Leading employers design their intranet landing pages to quickly and clearly get employees the information they need. Some employers have even implemented a click threshold; for example, no page on the intranet should be more than three clicks away from the homepage to avoid losing interest or causing frustration. Although the three-click rule isn’t backed by science, the principle remains applicable to online benefit portals.¹⁴
• Don’t make employees wait: Waiting can trigger a range of emotions, from frustration, annoyance, uncertainty, anxiety and anger.¹⁵ Instead, consider how to offer employees the option for a call- back or a text link with mobile-friendly information.
• Use artificial intelligence (AI) to give instant answers: Employers are implementing chatbots, often homegrown, to automate parts of the benefits experience, giving employees quick answers to frequently asked questions and lessening the load for internal staff. These chatbots can answer simple benefits questions, such as “What is my deductible,” “Does my company offer voluntary benefits,” and “How do I contact our dental carrier?” Employers who have implemented these chatbots have noted a significant reduction in the number of open tickets, allowing staff to redirect their energy elsewhere. Some employers have built- in escalation protocols so that second-tier questions are directed to a live representative.

5 | Modernize Mediums and Channels

While traditional communication mediums like emails, postcards and newsletters still have their place (research from multiple sources indicates that email is still the preferred method of communication for most), consider how your organization can take it a step further.

• Integrate QR codes to pack a punch: Quick response codes (QR codes) offer communicators a way to enhance the user experience by embedding more information within limited space. For example, one Business Group member mailed a postcard containing a QR code that linked to a benefits webpage available outside the firewall but not searchable in the public domain. This strategy removed a barrier for family members to access information while keeping the benefits information limited only to the intended audience. Another employer used a QR code to direct employees to download a digital wallet card with key vendor phone numbers, easily accessible in their Apple Wallet.
• Consider unconventional placement: In addition to getting clever with how to present content, get clever with where to place content. An unexpected location can be just as eye-catching and memorable as the message. For example, one Business Group member advertised a new digestive health benefit in on-site bathroom stalls, including a QR code to direct members to additional information. According to this employer, almost half of the uptake for this new benefit came from those bathroom stall flyers. Research cited by the American Restroom Association backs this up, indicating that “78% of restroom visitors interviewed recalled one or more of the restroom ads.”¹⁶
• Have fun with the medium: There are seemingly endless ways to reach employees these days, giving employers an opportunity to think creatively. For example, a Business Group on Health member launched a mail campaign printed on plantable paper. The campaign, which communicated updates on the company’s ESG sustainability goals, was a unique way for the company to reinforce the content of the message and leave a lingering impression on employees. Other Business Group members have played with mediums such as virtual reality tools and online virtual open enrollment fairs.

6 | Create “Snackable” (i.e., short) Content

Short- form videos continue to dominate the media landscape, and 83% of consumers indicate a desire to see more online videos from brands in 2025.¹⁷ According to the U.S. Chamber of Commerce, short- form video has various benefits, including quicker consumption and easier production. What’s more, they’re mobile-friendly, which employers should consider as they consider adopting this approach.¹⁸

• Break down longer-form content: Employers can apply this approach to things like open enrollment webinars, breaking down longer videos into bite-sized content per different benefits (for example, when presenting on various medical plan options, consider breaking down the longer-form video into smaller videos for each medical plan).
• Capitalize on a captive audience: Bite-sized videos demand less time from employees and can be consumed during downtime; for example, on the employee’s commute, projected on digital displays in elevators, on-site clinics, gyms and cafes and during break times.

7 | Measure (and modify)

When deploying a new communication approach, it’s critical to measure and modify along the way. A successful communication campaign relies in part on having the right data to drive future decisions.

• Use data to inform timing (which is everything): In addition to crafting the perfect message, employers should consider how, when and where to launch campaigns. According to a study of data from over 30 billion emails, Mondays have the highest open rates, while Tuesdays have the highest click-through rates.¹⁹ Employers should analyze their own data to understand when and where their employee population is most likely to engage with health and well-being content. For example, white-collar employees might review open enrollment materials or listen to a webinar when sitting at their desk, while frontline employees who don’t use a computer will need another way to review materials. Some might even choose to listen to a podcast on their commute, making mobile accessibility even more critical.¹⁹
• Collect the right data: While many employers are already collecting data such as open and click-through rates, leading employers are reevaluating what the most important measures of success are. Driving benefits awareness is the cornerstone of any successful communications program; from there, employers can track engagement (e.g., registrations and site visits) and outcomes (e.g., actions taken as a result of a communication campaign). For example, multiple Business Group employers track the uptake of preventive visits after a targeted mailing campaign to understand how that type of campaign can drive future action.

Related Content

• [Webinar] Remix Your Benefits Education: A Fresh Spin on Engaging Employees
• Value-Based and High-Performance Networks: Five Tips for Effective Communications
• Health and Well-being Communication: Who Employees Listen to and What Gets them to Act

More Topics

Resource Communication & Engagement