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Jennifer Benz May 3, 2016 2 min read

The Art and Science of Writing Benefits Communications

Benefits communications require very intentional copywriting to capture the hearts and minds of employees. At Benz, we’ve put a lot of time and energy into determining how to craft the perfect message, every time. Whether you’re an administrator or broker who’s developing benefits materials for your clients or a member of an in-house benefits team, you can use this page from our playbook to craft communications that engage employees, and produce positive results.

The foundation of our winning formula is empathy for everyday people. We recognize that it isn’t a lack of intelligence or motivation that keeps people from doing the right thing for their health and finances, but rather that they feel overwhelmed and underprepared to take action.

Only by identifying with what your clients’ employees go through can you motivate them to engage in, understand, and use their benefits to make sound decisions about the things they care about most—their health, their families, and their finances. And once that happens, it’s easy for your clients to translate their actions into positive business results.

This isn’t something you can do alone, so call in reinforcements to do what they do best. Just like us, take a collaborative approach to content creation, and work together to effectively marry words with visuals.

Our mantra

Every piece for every campaign is:

Accurate. We are entrenched in knowing our clients’ businesses inside and out, and we are committed to following best practice and process in writing, editing, and proofreading.

Action-oriented. We clearly articulate the call to action by offering simple and immediate steps to help employees successfully move their health and finances forward, one move at a time.

Direct. We are respectful of people’s limited time and attention span. There’s no sense in making people sift through fluff.

Easy to understand. We call a spade a spade; we’re committed to writing simply, eliminating jargon  and unnecessary technical/legal language.

Engaging. We put ourselves in employees’ shoes so the content we write is relevant and meaningful to them.

Inspired. We are passionate writers and expert problem-solvers, who use content to embrace the creative and unexpected.

Results-focused. If people don’t act, we’ve missed the mark. We use content to achieve critical mass on the call to action.

Well branded. We are respectful of and attuned to our clients’ needs, tone, and culture. 

Need help getting started? Download our white paper, Creating Results with Benefits Communication: A Three-Step Approachlisten to our master class webinar, Creating Results: Three Steps to Success with your Benefits Communicationor give us a call. We’d love to talk about ways we can help.

Jennifer Benz

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.