Jessica Miller-Merrell, Blogging4Jobs
Compensation Outweighs Workplace Perks and Employee Benefits
show that while employee rewards programs are popular by employers, they are
not as appealing to the employees for which they were created in the first
place. Employee perks and healthcare
benefits are popular lures among employees, but salary compensation still
reigns supreme as the benefit of choice.
Money is (and probably always will be) the number one way to recruit,
retain and hire qualified job seekers. But, that doesn’t mean rewards programs should go by the wayside. A comprehensive total rewards package is
essential, but half the battle is letting the employees know the rewards are
out there. Communication is the key.
are 4 ways that companies can use marketing approaches to communicating their
total rewards program to their employee and candidate audiences for use as a
recruitment and retention tool.
4 Ways to Internally Market Your
Employees Rewards Program
- What’s the goal of the employee rewards
program? What are the details? Make sure the benefits for all
employees are clearly established, written and approved before setting your
rewards program ship to sail. Set your
sites and establish what success looks like with clear goals.
- Devise a written
strategy. Overusing the copy machine to plaster pretty pink and yellow handouts all over the break room wall
may communicate your Employee Rewards Program to some, but it isn’t a strategy
nor does it have clear milestones to show progress or success. Neither is spamming email inboxes. Be strategic, develop a timeline with a
calendar of communications and measure the responses.
- Media: We aren’t talking about broadcast television
here. The medium (media is the plural of
medium) refers to the method of delivery. How best to communicate to your audience (i.e. the employees) depends on
what is available to your company. Is
everyone housed in one facility? Do all
employees have regular access to email? Is your company spread out across the nation or even the globe? Do you have remote employees who work from
home? Because of all the variables, one
medium of communication will inevitably leave one or more groups out of the
communication loop and the last thing you want is an employee feeling like
the company’s so-called red-headed step child. Write a list of different types of media that might be effective for
your group such as department meetings, paystub inserts, emails, intranets,
posters, letters or even a Facebook fanpage. Effective communication to your audience means wearing yet another HR
hat and this one has a Marketing label.
feedback. Feedback should come in
two forms. You need to document how
employees respond (or don’t respond) to communications so you can understand
the communication penetration and know what works and, most importantly, what
doesn’t. You aren’t a slave to your
original strategy and outline so make adjustments that make sense along the
way. Second, gather the response from
employees in regard to the rewards. How
do they respond? Do they wish there was
something more? Take notes and always
thank employees for their willingness to speak up (whether it is positive or
negative). Assure them you are using
their input to help build a better program for all employees. Most important is that you pass this feedback
Rocking your employee rewards and benefits program involves creating a strategy and internal marketing campaign that speaks to your employee audience. Hoarding information won’t instill change in your company yet an
improved employee rewards program could be the added incentive that helps retain
employees and keep them engaged in their work, ultimately leading to better
Jessica Miller-Merrell, SPHR is a workplace and technology strategist specializing in social media. She’s an author who writes at Blogging4Jobs. You can follow her on Twitter @blogging4jobs.
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- Allocate raises. PayScale Insight allows you to allocate raises based on employee performance and labor budget.
- Attract talent. Price jobs based on your local market and competition.
- Retain employees. Get pay right and show them how you did it. Your employees will be more satisfied to stay.
- Drive performance. Get their salary right so they can focus on doing a good job.
- Be confident. With know-how to talk about comp with anyone.
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