Video Fosters Engagement, Excitement for Benefits. When communicating about employee benefits, video is the way to go.
That’s according to a recent blog post from Benefitfocus, which says that video can be an extremely effective way to capture employees’ attention and foster heightened engagement, especially during open enrollment season.
We know benefits are confusing and complex, and many employees simply tune out. Too many decisions to make. Too much information. Too many brochures and pamphlets to read. In fact, more than half of employees say they don’t really understand their benefits, and only one in five believes their employer communicates benefits effectively (Source: Aflac Workforces Report). Video is an entertaining, convenient way to help simplify benefits communication so employees can better understand which offerings are right for them.
According to Benefitfocus:
“You’ve heard this before, but it’s important to remember that your employees are consumers, and their expectations are high. In most all other aspects of their lives, they have immediate access to the information they need to make a purchase, tutorials to help them solve an immediate need or expert advice to support their decision making. They want convenient guidance, and they find that in video. There’s a reason why millions of people visit sites like YouTube and Vimeo every day. In fact, 75 percent of people are more likely to watch a video than read.” (Source: Forrester Research)
As a medium, video accomplishes a few key components of benefits communication with ease:
- It helps present complex concepts in a simple, easy to digest format that employees can consume quickly.
- It’s a great way to promote your organizational brand quickly and effectively. Not only is video impactful in fostering greater familiarity with your benefits brand — it’s also one of the best ways to personalize your message, communicate empathy and create a sense of connection with employees.
When is it appropriate to use video? The options are endless, but here are three instances when it makes the most sense:
- To explain: Short, basic “explainer” videos can help take the confusion out of benefits communication. Explainer videos are used widely across the Internet to help improve consumers’ understanding about a concept and help them make informed decisions.
- To support: Videos can help enhance employees’ understanding of changes to your benefits policies and procedures, or more complex offerings like health savings accounts (HSAs) and employer matching contributions to your retirement plan, for example. Plus, employees can come back to a video and view it again if they need a refresher or a reminder.
- To promote: Video is a simple, effective way to keep benefits top of mind beyond open enrollment season, or to showcase testimonials from peers, or specific wins, that help foster excitement and motivate other employees to get involved.
So how do you use video?
- Employees must be able to see it. Post videos on your intranet or dedicated benefits website. Make sure they’re mobile optimized, and use them liberally during open enrollment.
- Keep it brief. According to the Benefitfocus blog, 3 minutes is an optimal length for a video. If you have a more complex topic to cover, consider doing it in a series of short videos rather than one long one.
- Make it a part of your open enrollment campaign. Video can be an effective way to enhance other forms of communication, and make the entire campaign more impactful overall. You can also start them months before the actual open enrollment period begins, which can help employees become more comfortable with complex concepts and choose the right benefits for them when the time comes.
