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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.

benefit-communication-chart

Resource:

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 is a powerhouse of energy, living by the mantra "work hard, play hard." As an expert in uniting teams for a greater purpose, Steve's innovative and creative strategies in employee health and wellness are game-changers. With over 25 years of expertise in health insurance, covering compliance, cost mitigation, utilization, analytics, wellness plans, and strategic planning, Steve is the go-to expert for driving down utilization trends and fostering a culture of well-being. His clients trust him to deliver exceptional results, making him an invaluable asset in the industry. As an Employee Benefits Consultant, Steve specializes in health care consulting for Minnesota public sector organizations including fully insured, self-insured, and stop-loss plans. 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).