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Using Generational Messaging to Discuss Benefits

generational messaging

Your organization is a melting pot of employees from different generations and life stages. While one employee is planning to expand their family, another one is moving towards retirement.

When it comes to attraction and retention, benefit packages must be engaging enough to entice everyone across the board. As you know, some benefits may be attractive to one generation or life stage, and those same benefits may not be as relevant to another. And when it comes to communicating benefits, a one-size-fits-all approach may not be the best solution anymore.

Instead of cookie cutter benefit communications, some public sector employers are moving towards using generational messaging when discussing benefits. Customizing the messaging can provide employees with more meaningful and relevant content, empowering them to make smarter benefit decisions for which life stage they are currently in.

This table looks at the different generations, what life events might be on their radar right now, and what benefits might be attractive to them.



How to get employees to read your benefit communication


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National Insurance Services is not a law firm and no opinion, suggestion, or recommendation of the firm or its employees shall constitute legal advice. Readers are advised to consult with their own attorney for a determination of their legal rights, responsibilities and liabilities, including the interpretation of any statute or regulation, or its application to the readers’ business activities.

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Steve Smith

Steve Smith

Steve Smith, Employee Benefits Consultant for National Insurance Services, has his energy level permanently set at “high.” His maxim is “work hard, play hard.” Steve’s an expert in getting groups of people working together for a higher cause. Minnesota schools, cities, and counties rely on Steve’s unique and creative ideas of engaging employees in their own health and wellness to lower utilization trends. He has 20+ years in the health insurance field doing compliance, cost mitigation, utilization, analytics, wellness plans, and strategic planning. Steve is a licensed insurance agent and holds the designations for Managed Healthcare Professional (The Health Insurance Association of America), Certified Patient Protection and Affordable Care Act Professional (National Association of Health Underwriters), and Group Benefits Disability Specialist (Hartford School of Insurance). He specializes in Employee Benefits Consulting for Minnesota schools, cities, and counties including fully insured, self-insured, and stop-loss plans.