Our research reveals a persistent challenge for employers: a significant communication gap between benefit provision and employee awareness. With almost half of employees (46%) saying they do not receive regular communications about benefits [1], it’s clear that even well-designed programs can be underutilised.
With a multi-generational and diverse workforce, it’s important that employers develop benefit communication strategies that truly help employees understand what is available to them. No matter how comprehensive your employee benefits program is, it can’t drive engagement, retention, or wellbeing if your people don’t know about it. We’ve provided five tips to help you get employees on board and ensure your people not only know about their benefits – but use them.
1. Be clear, inclusive, and consistent
Effective benefits communication isn’t just about what you say, it’s about making sure everyone can access, understand, and act on the information. Concerningly, 35% of employees say they don’t find benefits communications easy to understand [1] – highlighting a major opportunity for improvement.
To close that gap, companies should focus on both clarity and inclusivity. That means avoiding jargon, insurance acronyms, and lengthy PDF guides. Instead, use plain language, infographics, FAQs, and real-life examples to break down and contextualise complex topics.
Equally important is making communications accessible to everyone and accounting for different languages, literacy levels, and accessibility needs. Offering content in multiple formats, such as screen-reader-friendly PDFs, captioned videos, and translated materials can allow more groups to engage.
It’s important that companies don’t rely on once-a-year updates. Consistent messaging throughout the year keeps benefits visible and relevant, especially as employees’ needs evolve. When communication is clear, inclusive, and consistent, employees are more likely to engage, ask questions, and make the most of what’s available to them.
2. Take a multichannel approach
A one-size-fits-all approach no longer meets the needs of today’s workforce. With employees spanning multiple generations, job functions, and working environments, how we deliver benefits information will matter just as much as what’s being said.
Our own research found a notable gender disparity in benefits engagement, with men more likely to interact with benefits provision than women [1]. This may be influenced by how accessible communications are – a multichannel strategy is essential to bridging this gap and ensuring no demographics are left behind.
Companies must go beyond email, which is often oversaturated and easily ignored – to break through the digital noise, employers need to diversify their channels and deliver messages in ways that feel timely, relevant, and personal. Using a full toolkit – email, intranet, posters, leaflets, webinars, and short-form video to maximise reach and relevance. Additionally, awareness days and employee testimonials also offer a great way to highlight benefits and how to access them.
3. Leverage manager engagement
Research shows that teams with highly engaged managers have direct reports who are 59% more likely to be engaged [2] – which highlights just how much influence line managers have over the employee experience.
For any internal communications to succeed, companies need to ensure line managers are aligned advocates. These managers serve as the primary touchpoint between leadership and employees, and their ability to deliver messages clearly and confidently can impact engagement.
To support them, companies should equip managers with simple, digestible communication tools. These might include FAQs, quick-reference guides, or short explainer videos. These resources not only make it easier for managers to pass on accurate information, but they can also help them to feel more confident in their role as communicators.
4. Start with onboarding
Onboarding sets the tone for how employees will engage with your communications long term. It’s not just about sharing information but about building trust, clarity, and confidence from day one. If the onboarding experience is clear, engaging, and supportive, it sets a strong precedent for how employees expect to receive information going forward.
Often after an initial burst of information about benefits, the conversation between employer and employee fizzles out – leaving employees less likely to engage throughout the year.
To avoid this, make benefits a consistent and accessible part of the onboarding journey. Use simple language, short videos, and interactive guides to explain what matters most now, and follow up with timely check-ins over the first few months. When onboarding communication is done well, it can lay the foundation for ongoing engagement and helps employees feel informed and supported right from the start.
5. Use data to direct communication
The most effective internal communication strategies are rooted in real insights. By leveraging benefits technology like glo, companies can gain insight on benefits utilisation rates, intranet traffic, or employee feedback, allowing them to get a clear picture of what employees care about and where the gaps exist.
With insights, teams can tailor communication efforts based on what’s happening, not just what they think matters. For example, if data shows low usage of a particular benefit, it’s a sign to revisit either how it’s being communicated or whether it needs replacing with something more suited to the workforce.
When companies choose to be proactive with communication and target employees based on real behaviour and needs, their messages are not only more relevant but they’re more likely to land and drive meaningful impact.
What can companies do next?
With 37% of employees still not engaging with benefits [1], effective communication has never been more important:
- Keep it simple: Use clear language and visuals – avoid jargon.
- Stay consistent: Communicate benefits regularly, not just at enrolment.
- Use data: Tailor messages based on feedback and usage trends.
[1] Mind the Gap 2024
[2] https://www.gartner.com/en/newsroom/press-releases/2023-06-22-gartner-hr-survey-finds-77-percent-of-employees-are-placing-increased-importance-on-manager-support?