As traditional health and wellness benefits give way to those with a more holistic approach to well-being, benefits leaders are making it a priority to help people understand the relationship between their health and their wealth—something that’s changed markedly in just the last decade. During that time, employees have become increasingly responsible for making big financial decisions around saving for retirement and their health care. The impact? Financial stress spills into their physical and emotional well-being at work and at home.
In response, benefits leaders are creating top-notch programs that focus on all the factors involved in well-being and are designed around meeting specific employee needs.
How these programs are promoted is just as important as how they’re designed. Here are 4 successful campaigns that highlight just how creative you can get when it comes to benefits communications that engage.
Hitachi Vantara’s “Life Is Better With” Campaign
To support employees’ needs and break down benefits silos, Hitachi Vantara (formerly Hitachi Data Systems) organized all the benefits it offers into categories that employees can actually identify with, like "When life gets messy," which includes CareCounsel, Employee Assistance Program, Commuter Savings, Virtual Doctor Visits, Car Insurance, and Life Insurance. Other programs are showcased in these groupings: “When I Need Extra Support for My Health” and "As My Family Grows."
Intuit's New Year’s Checklist
Known for its successful, year-round benefits communication, Intuit took a seasonal approach to promoting several of its programs by framing attainable resolutions around the 3 pillars of well-being in its New Year’s Checklist mailer. Physical well-being included a prompt to “focus on your fueling habits” by registering with the Retrofit app to learn more about nutrition and to get help losing weight through one-on-one counseling. A second resolution for improving physical health encouraged people to use the QuitSmart® Mindfully program to “ditch the cigs.”
Addressing a second pillar of well-being, financial wellness, the checklist urged people to “take a small step toward saving” and calls out the ALEX® Financial Wellness tool and Mint as 2 ways to help with budgeting and managing finances. For mindfulness, the third pillar of well-being, the checklist encouraged employees to “take the lead” by using Whil’s on-demand Search Inside Yourself™ mindfulness program to sharpen their self-awareness, empathy, communication, and leadership skills.
Just as retailers push consumers to their websites to make a purchase, Lenovo’s #lifehacks campaign encouraged employees to visit the Lenovo benefits website to learn more about their benefits—and actually use them. Centered around what people need every day, #lifehacks is grounded in consumer marketing best practices. The rollout was built around a series of relatable scenarios, followed by practical hacks for everyday problems or challenges through lesser-known or underutilized benefits or programs. For example, one email with the subject line “No Time to Breathe? There’s a #lifehack for That!” explains how employees can “Get Zentered” by visiting #lifehacks on lenovobenefits.com. The hacks cover the full spectrum of benefits and are grouped as follows: #wellbeinghacks, #moneyhacks, #familyhacks.
Results from the #lifehacks campaign were outstanding. Not only did it drive twice as much traffic to Lenovo’s benefits website, but Lenovo also followed it up with a second campaign: #evenmorelifehacks, a series of 13 additional ways Lenovo benefits cover their employees.
For more on Lenovo’s strategy for integrating diverse topics across health and wealth, watch our webinar, Lessons from Lenovo: Driving Engagement with a Holistic Approach to Benefits Communication.
NVIDIA's Open Enrollment
A comprehensive and thoughtful benefits program needed an equally thoughtful annual enrollment campaign. NVIDIA has purposefully designed a benefits program to support employees through all of life’s twists and turns, tricky situations, and complicated scenarios—including the personal battles people fight every day. The company’s open enrollment campaign illustrated those sentiments in NVIDIA’s bold, direct style. The postcard sent to employees’ homes reinforced the message with the headline “For wherever life takes you, NVIDIA benefits are along for the ride.” It also teed up the benefits website, where visitors can find programs based on their life stages or via a more traditional benefits menu.
While each of the campaigns above was unique, all had one thing in common: they focused on meeting people’s needs through a holistic approach to well-being.
Want to learn more? Check out our webinar, Rethinking Well-Being: Integrating Health and Wealth, for ways to help employees manage competing interests like saving for retirement and health expenses. It will help you identify barriers that keep your people from being engaged with well-being programs, even those they desperately need, and implement a course of action to help your workforce overcome these barriers.
Jennifer Benz, SVP Communications Leader, has been on the leading edge of employee benefits for more than 20 years and is an influential voice in the employee benefits industry.