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Tailoring Communications To Career Stage

As your workforce becomes more diverse, learn what employees expect from benefits communications so they make the right decisions for their individual needs. 


When communications are not relevant to employees’ concerns, they are inclined to just check the box at benefits enrollment time.

Today the main source of financial products and services for most Americans is the workplace. However, they often don't take the time to think about their benefits decisions. ·       

  •  25% of workers admit to simply checking the box for non-medical benefits such as life insurance, disability insurance, or supplemental health insurance.

Often times, little consideration is given to whether their needs have changed or whether their employer is offering new employee benefit plans that they should consider. Many workers do not take advantage of certain benefits because of ineffective communications, which leaves them under-insured.

A tailored communications approach is what employees want and expect.

Research shows employees want benefits information that reflects where they are in life and their unique concerns. Today, a more targeted and tailored approach is required to help them make the best benefits decisions for themselves and their families.

Gene Lanzoni, Assistant Vice President – Thought Leadership, Group & Worksite Marketing notes:

"The increasingly diverse US workforce means that the one size fits all strategy to benefits communication is quickly becoming obsolete."


Tailoring communications to career stage can encourage employee action.

In addition to life stage, career stage is when your employees are more likely to recognize that their insurance and retirement planning needs may be changing and more likely to think twice about their benefit decisions.

Workers at different points of the career spectrum have markedly different personal needs and financial concerns. For example, here are key differences between your employees on the front and back ends of their careers:

  • Early Entrants (within 5 years of starting their careers) are most concerned about making ends meet, job security, and work-life balance.
  • Near Retirees (within 5 years of planned retirement) are most concerned about having sufficient health insurance and having enough savings to live comfortably in retirement.

Since employees feel they need more help with benefits decisions, tailoring communications to work stage can be a way to have impact in helping your employees take advantage of the right employee benefits to meet their current needs.

Watch the video to learn more.


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