This Month Only! >> $20 off and a FREE SHRM tote with your membership and code TOTE2018!
Sign up for free email newsletters and get more SHRM content delivered to your inbox.
Is your employee handbook keeping up with the changing world of work? With SHRM's Employee Handbook Builder get peace of mind that your handbook is up-to-date.
Build competencies, establish credibility and advance your career—while earning PDCs—at SHRM Seminars in 12 cities across the U.S. this spring.
#SHRM18 will expand your perspective – on your organization, on your career, and on the way you approach HR. Join us in Chicago June 17-20, 2018
Mobile devices and social media are impacting open enrollment
There are three important trends affecting how employees consume information, and employers would be wise to keep them in mind during open-enrollment season.
1. Go mobile or go home.
More than 56 percent of American adults now own a smartphone, and a third use tablets. Research shows that these technologies are fast becoming Americans’ primary content-consumption vehicles.
It’s not hard to see that employers who aren’t adapting their communications for mobile devices can expect lower participation rates and higher incentive costs. Fifty-five percent of companies offer their employees a financial incentive for completing a health risk assessment online; every additional hurdle decreases participation.
Tech challenges that companies face when "going mobile" can be addressed with responsive web design, which enables websites to automatically scale to any device and provide an optimal user experience.
2. Social networks are content filters.
Junk mail now makes up 58.3 percent of the average inbox. People are tuning out traditional channels like e-mail. Employers need to embrace the use of news aggregating mediums to capture employees’ attention.
To overcome the clutter, HR professionals should create Facebook, Twitter and Instagram accounts—such as “@CompanyNameBenefits”—and use them to signal employees about the location of pertinent content. Don’t be afraid to include in-depth, lengthy content. Just be sure it’s well-written and relevant.
3. Who wants what and how.
Most employers don’t know who watched a video that cost $5,000 to produce or who read that $15,000 print newsletter. HR professionals can’t solve the problem of how best to engage employees without knowing if their communications outlay is having an impact.
Today, marketers use technology that lets them know when a potential customer has opened an e-mail, visited a website or replied to a survey. They can track who buys something and determine which marketing strategies achieve optimal return on investment (ROI).
A simple way for HR professionals to begin analyzing the ROI of their communications is by incorporating encoded links into their employee e-mails using Google’s link-shortening tool. Knowing how many employees clicked on the links can help determine both readership and interest.
Cash-strapped and time-crunched HR professionals need all the help they can get. While the rapid evolution of technology is setting a furious pace for change, it’s also quickly reducing communication costs to help employers achieve much better results for less money.
Vlad Gyster is the founder and CEO of H.Engage, a firm that develops tools to help employers craft communications deliverable to any device.
You have successfully saved this page as a bookmark.
Please confirm that you want to proceed with deleting bookmark.
You have successfully removed bookmark.
Please log in as a SHRM member before saving bookmarks.
Please sign in as a SHRM member before saving bookmarks.
Please purchase a SHRM membership before saving bookmarks.
An error has occurred
Recommended for you
HR Education in a City Near You
SHRM’s HR Vendor Directory contains over 10,000 companies