Let’s say you’ve invested in a new program or benefit, like paid parental leave with Parento. You obviously want the launch to be successful, but what happens after? When utilized, employee assistance programs (EAP) have $6.47 return on investment for every $1 spent, but the average EAP only has a 5.5% usage rate. Despite best intentions for “easy implementation,” the truth is that effort extends far beyond the initial implementation and HR is often responsible for engagement and utilization. Planning ahead with communication and engagement strategies will help HR get the word out and ensure long-term program success.
New Benefit or Program Timeline
Companies invest in great benefits and offerings, but employees don’t understand or know what’s available to them. Only 49% of eligible employees take advantage of voluntary benefit coverage offered by their employers. That’s why signing paperwork and binding an insurance policy is just the beginning. Let’s take a look at a new benefit or program implementation timeline:
Even though Parento can bind a paid parental leave insurance policy in 2 weeks, we recommend having another 1-2 weeks for onboarding and developing a clear HR communication strategy to equip managers before rolling out the program to employees. This will set you up for a successful program roll-out and ongoing program engagement efforts.
Clear HR Communication Strategies for Successful Program Roll-Out
When HR rolls out a new program, engaging employees and raising awareness is key to ensuring adoption and utilization. Committing to clear communication and engagement strategies ahead of time can help HR proactively get the word out. Here are some ideas to help HR engage employees and effectively spread the word about the new benefit or program:
Launch an email campaign.Email campaigns aren’t just for sales and marketing. Send clear and compelling emails announcing the new program, highlighting key features and the benefits for employees. Include tips and links to additional resources, like important deadlines, or where employees can access their account. You can also include this information in a regular company newsletter.
Utilize existing communication channels. Sending one email or announcement is usually not enough. 80% of employees don’t open benefits communications, so take advantage of existing communication channels, whether it’s Slack, Teams, or an Intranet. Post flyers, links, and announcements on these platforms to keep the new program top-of-mind, especially ahead of implementation date.
Hold a company meeting.Announce the new program during company-wide all-hands, team meetings, or town halls. Provide a brief overview and allow time for questions. Organize live or recorded sessions where employees can learn more about the new program, ask questions, and understand how to take advantage of it.
Equip managers to be proactive. Provide up to date information for them to share with parent employees and educate managers about the benefit so they can inform and encourage their teams to use it. For example, what do they do if someone announces a pregnancy? What if they hear someone struggling with parenting issues? These are great opportunities for managers to drop the employee a personal note reminding them of Parento’s coaching.
Host informational or Q&A sessions. Set up regular office hours where HR is available to answer questions about the benefit, setup, answer enrollment questions, and more. Most employees don’t understand their options, so take time to explain it, preferably before a go-live date or before open enrollment.
Get leadership involved. Have the CEO announce and endorse the program. Have executives or team leaders share why they support the new program and how it aligns with, and furthers, company values. Their endorsement can build trust and encourage participation.
Now that the program is live, don’t stop here. It takes 5-7 times to retain a piece of information, like understanding a new program, especially when 80% of employees don't open benefits communication. Here are a few HR strategies for ongoing program engagement:
Send reminders and regular follow ups. Continue promoting the program even after the initial launch with reminders, updates, and new resources. Include information about your new benefit or program during annual benefits renewal periods. Parento clients often just forward emails about upcoming events and free resources for parents. 75% of parents reported that they could have used more emotional support than they received, so be sure to send it to all employees. You never know who will soon be a parent or may have other caregiving responsibilities.
Support new hires from day 1. Include information about the program and benefits in employee onboarding and orientation packets. While many benefits don’t kick in for employees right away, the coaching and support for Parento’s Parent Experience program is available immediately.
Leverage benefit fairs or wellness events. Share new programs at wellness week/open enrollment events so information is accessible and employees can ask questions. Cross promoting benefits are a natural place to bundle communication about the total benefits and perks. Including information, like the Parento Program, is easy since there’s no opt-in requirement for employees to utilize the program.
Share stories or create a parenting group. Share real-life stories or scenarios showcasing how employees can use the benefit to improve their work-life balance or well-being. Encourage leaders and supervisors to share their experience using the resources. No ERG? No problem. Start small with a Slack or Teams channel, an email group, or a lunch bunch. Employees will value the support network and they will spread the word about benefits that worked for them.
Get employee feedback. To see how the program is working, survey employees or hold listening sessions to get feedback from employees on how they feel about the new benefit and any suggestions they may have. Track metrics like enrollment rates or event attendance to see how well the communication strategies are working and adjust accordingly.
Ensuring Utilization of New Programs
Engaging employees in a new benefit program takes effort, but with a thoughtful communication and engagement strategy, HR can make sure employees feel supported and connected. If you want your new program or benefit to be successful, it’s important to keep it top-of-mind so employees can utilize it. Parento’s parent coaching boasts a 10% utilization rate, which is almost double what the average 5.5% EAP utilization rate, and 100% of employers say Parento boosts their employee morale and experience.
Ready to add the Parento program? Chat with sales to learn more.
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