How to communicate benefits information and engage the multi-generational workforce.

Posted at 4:40 pm by Bill Shirk, on September 7, 2016

mulit-generational-workers

As HR managers are well aware, today’s workforce has four distinct generations of employees. From those that are delaying their retirements, the Silent Generation, to the newest employees joining the workforce, the Millennials.

Understanding the priorities of each generation

Here’s a breakdown of each generation:
The Silent Generation, born 1925 to 1945
– The eldest group of employees
– Prefer written communications
– Shaped by WWII and the Great Depression
– Uses technology
– Slower to adapt to new things

The Baby Boomers, born 1946 to 1964
– Want to know the big picture
– Like to try new things
– Want multiple choices
– Workaholics – they live to work
– Spend the most on technology products
– Use smart phones and tablets

Generation X, born 1965 to 1980
– Skeptical of the status quo
– View everyone as being the same
– Like hearing feedback
– You must earn their respect
– Make decisions at their own pace
– Prefer images and graphics to written words

The Millennials, born 1981 to 2000
– Entrepreneurial and goals oriented
– Multi-taskers
– Communicate electronically
– Like lots of feedback and constructive criticism
– Appreciate quick-witted humor
– Not face-to-face communicators
– Involved into charitable giving and volunteerism
– Available 24/7

Each generation has a distinct communication style, from one-on-one meetings to instant messaging. So how do you communicate benefits information that will engage your entire workforce?

With such a diverse workforce, there is no one-size-fits-all method for communicating benefits information. The most effective solution is to develop a communications plan that uses multiple communication channels.

A multi-channel strategy allows employees to choose how to receive their information, creates more awareness of your benefits programs and ultimately helps employees make better decisions about their benefits.

Your multi-channel benefits communication plan should include some of the following:
– Town hall meetings
– One-on-one meetings
– Company intranet posts
– In-home mailings
– Webinars
– Benefits micro-sites
– Instant messaging
– Text messaging
– Emails
– Video conferencing- Blogs
– Social networks such as Facebook, LinkedIn, Instagram
– Internet bulletin boards
– Video presentations
– Brochures
– Newsletters
– Infographics

By acknowledging the generational differences and eliminating the communication barriers, you’ll engage your workforce to learn more about their benefits in a way that they prefer.

Author: Bill Shirk

A Cleveland, Ohio native, Bill Shirk graduated from Cooper School of Art and began his career as an advertising art director and, later as a creative director. After working a dozen years in both Cleveland and Cincinnati, Bill relocated to Los Angeles to work for Dailey & Associates. Bill was then recruited by Ogilvy & Mather, Atlanta, St John & Partners in Jacksonville and Mastermind Marketing in Atlanta. In 1998, Bill and his wife, Sue, founded Think Tank Communications, an innovative marketing firm that creates highly effective, engaging employee communication programs for benefits, wellness, corporate culture, leadership messaging, on-boarding and more. Bill enjoys training and teaching staff and clients. In addition to having plenty of big-name client experience, he has a refreshingly positive management style and provides a unique, creative perspective when it comes to big strategic thinking. When he’s not creating employee engagement programs or blogging on brain-xchange, Bill likes to golf, garden, and play fetch with his cat, Pepper. His all-time favorite pastime: ice cream.

BrainXchange