As organizations continue to adapt to rapid change that impacts the workplace, 2025 promises to be a pivotal year for employee engagement and communications. In an era marked by information overload, emerging technologies, and the demand for hyper-personalized experiences, leaders are rethinking their strategies to better connect with their workforces.
This year’s HR and benefits communications trends touch three areas:
- Engaging leaders and managers—How to keep leadership informed, make a strategic business case for your offerings, get the budget you need to make a difference, and leverage data to measure and drive meaningful outcomes
- Impacting people—How the partnership between AI and human creativity makes magic, and your unique position as an HR leader during this pivotal time
- Being heard—How to cut through the noise and embrace innovative approaches that keep employees informed and engaged
From delivering bite-sized, impactful content to building strong, memorable campaigns that align with organizational values, the spotlight is on fortifying trust with all your stakeholders—even in times of change and uncertainty.
Here are three key communication opportunities that are shaping the future of employee engagement and benefits communications.
1. Engaging Leaders and Managers
How you keep leadership informed, make a strategic business case for your offerings, get the budget you need, and leverage data to drive meaningful outcomes has never been more visible. Leaders are increasingly looking for measurable outcomes tied to investments in benefits and communications strategies. A data-driven approach and clear ROI are essential to keep leadership engaged and supportive.
Why It Matters
- Senior leaders are more likely to fund and champion programs when you present clear evidence of their impact.
- The pressure to align business goals with employee engagement is growing, especially as organizations continue to fight for talent while controlling costs.
- Without leadership buy-in, innovative communication initiatives often fail to secure the resources they need to be successful.
How To Succeed
- Leverage data. Use metrics like employee engagement rates, utilization, participation in benefits programs, and workplace well-being scores to demonstrate success. Create dashboards and case studies to make results tangible.
- Make the business case. Connect communications outcomes to business goals, such as lower turnover or improved productivity. For example, show how campaigns drive benefits enrollment, deepen appreciation for your organization, or influence company rebranding efforts.
- Ask for what you need. Use proven ROI to advocate for increased budgets. Show how investments in communications translate into meaningful results, like improved employee retention or enhanced company culture.
- Create dedicated leader and management communications. It sounds silly to say, but leaders and managers are your people too. Make sure they’re included as stakeholders in your communications strategy.
2. Impacting People
AI is revolutionizing benefits communication by enabling personalized messaging at scale. When paired with human creativity, this technology creates messaging that is not only efficient but also deeply impactful.
As an HR and benefits professional, you’re in a unique position at this moment. You’re being asked to adopt and implement AI to increase employee engagement and drive results, but you’re also likely seeing real stressors from your people about the implementation of AI. Some 53% of employees are worried that AI will put them out of their jobs, which can lead to chronic stress and distraction. Consider addressing these fears head-on by showing how AI can help and sharing any support your organization may provide to learn AI-based job skills. (Spoiler alert: Tuition reimbursement and other education benefits might have a big moment in 2025.)
Why It Matters
- AI adoption is accelerating, with 70% of business leaders believing AI will be instrumental in HR success over the next five years.
- Employees value empathy and storytelling, which only human creativity can deliver. Together, AI and people create the perfect blend of precision and connection.
- Preparing people for AI’s role in their jobs is crucial for building trust and confidence in this technology.
How To Succeed
- Harness AI. Use AI tools to automate repetitive tasks, like sending reminders or delivering personalized benefits options. Focus your team’s time on crafting strategic, empathetic narratives.
- Keep the human element strong. Blend AI’s efficiency with creativity to make campaigns resonate emotionally. Use stories and visuals that align with your organization’s culture and values.
- Position AI as an opportunity. Offer training and benefits (e.g., tuition reimbursement) that support employees in developing skills to thrive alongside AI.
3. Being Heard
Hundreds of messages compete for your employees’ attention each and every day. Success depends on cutting through the noise with bold, authentic campaigns that connect on a human level. Cue that human ingenuity and spunk, and build unified, compelling campaigns that align with your organization’s culture and values.
Why It Matters
- Only 33% of US employees are engaged, underscoring the need for clear communication that grabs attention.
- Mental health and well-being are top priorities, with employees looking to their employers for meaningful support.
- Messages need to reach employees where they are via multiple channels tailored to diverse communication styles.
How To Succeed
- Embrace bold campaigns. Use storytelling, humor, or insights from behavioral economics to make your messages memorable. Align communications with your organization’s culture and values to foster authenticity. Some of the best ways to stand out in a fast-paced environment include making use of big and bold visuals, developing memorable GIFs, and creating short-form content that quickly engages employees.
- Diversify your channels. Combine multimedia approaches—videos, email, social media, and in-person workshops—to reach employees wherever they are.
- Prioritize mental health messaging. Focus on well-being campaigns that show employees you care about their lives beyond work. Ensure communications highlight resources available to them, such as your EAP or wellness stipends.
Plus Ça Change, Plus C'est la Même Chose
Jean-Baptiste Alphonse Karr said that in 1849. And Bon Jovi said it again in 2010: The more things change, the more they stay the same. One hundred seventy-five years and tons of change later, we can expect that this trend will continue. By keeping focused on your people, meeting their needs, and providing solutions that are aligned with your organization’s values, you’ll be able to navigate any headwinds that come your way.
We’re proud to work with organizations that value their people. If you want to learn more, we’d love to talk.
Read Next
- 5 Things I’ve Learned About Employees and Their Benefits from Online Focus Groups
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