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Practice Management > Marketing and Communications > Social Media

Benefits communications: Employers stick with "old school" methods

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Sure, digital talk is everywhere. If you’re not doing business in a digitally-centered way, you’re not going to succeed, right?

Maybe not.

According to Delivering the Benefits Message, a research brief issued by Prudential, group meetings and seminars are still considered the most successful method of communication regarding employee benefits, with 74 percent of employers using them with great to moderate success. In fact, individual meetings, email, toll-free numbers and mail at home rounded out the top five most successful communication methods. 

“Digital communication vehicles continue to develop and progress around us but are not completely eclipsing traditional avenues of communication,” said Jean Wiskowski, vice president, sales strategies, Prudential Group Insurance. “Rather, employers are finding themselves relying on a full suite of tools to reach a dynamic and evolving workforce.”

Both targeted marketing mailings and mail received at home drastically spiked year-over-year with employers reporting each increased by 13 percent and 14 percent respectively. However, many employers also reported that newer methods of communication are being used with great success, including social media and video.

Wiskowski stated that, as individuals increasingly choose digital tools to take in information, benefits communication will be no different. “Employers and carriers will need to look at successful aspects of non-digital communications and incorporate them into the digital realm,” she said.


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