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Segmenting Open Enrollment Communications Based on Career & Life Stages

At PoliteMail, we frequently discuss how internal communicators can segment email lists based on employee demographics, but this strategy isn’t just applicable to day-to-day employee communications—it’s also critical for internal communicators, in collaboration with HR, to thoughtfully write and distribute tailored benefits communications.

Whether employees are at a different life stage, or different stage of their career, various employee groups not only require different benefits, but they also benefit from segmented communications that account for unique needs and preferences.

So, what should internal communicators consider? Here are three things to keep in mind when creating segmented open enrollment communications based on life stages.

  1. Varying levels of understanding.Depending on an employee’s seniority with the company, and their level of understanding of your programs, you’ll want to alter your messaging. Open enrollment messaging written for new hires and young employees will look quite different from messaging directed at long-term, senior employees.
  2. Diverse sociodemographics. Traits like age and stage of life are often the most influential factors when selecting a benefits plan. For example, an employee who’s starting a family has different concerns than someone who is balancing work while becoming a caretaker to their elderly parents. When you distinguish among these audiences, you can prepare messaging that’s tailored to their anticipated needs.
  3. Current benefits.By categorizing people by what they have and have not enrolled in, you can address segments who are not taking full advantage of your benefits. Employees may not be aware of certain options they have within the programs they currently participate in. By identifying these groups and providing educational messages tailored to their situations, you can achieve better employee engagement.

Though it’s tempting to use a one-size-fits-all communications strategy, it’s counterproductive. By lumping all benefits information together, you ask employees to figure out where they fit and what’s appropriate for them. This can leave them feeling confused, overwhelmed and annoyed.

Conversely, when you write tailored messages to each employee group, you better address the unique needs of your diverse employees. And more importantly, you prove that your company understands and cares about their needs.