Managed Communication Is Critical to Total Rewards Success

When employees don’t understand how their total rewards programs work, it is not always a result of the program design. Sometimes, it’s due to an ineffective communication strategy, said John Rubino, founder and president of Rubino Consulting Services, a global HR consulting firm based in Pound Ridge, N.Y.  

“Many people in HR and senior leadership believe they communicate effectively, but it is just not working,” Rubino explained at SHRM25 in San Diego. “They are not able to get buy-in from their workforce. Communication is not just having a conversation with someone. It’s a strategic, managed approach to getting the company message out in a structured format.”  

Rubino said that whenever he designs a benefits program for a client, he develops a communications strategy in tandem.  

“It helps me design the communications strategically,” he said. “Doing that also helps me streamline the design of my program. Because if I can’t communicate what I have designed, maybe it’s too complex. Maybe it needs to be simplified.” 

Communication goals for employees and employers are different, Rubino said. Employees want timely information, clarified expectations, and the tools to be successful.  

“Communication reinforces their decision to join and remain with the company,” he said. 

From the organization’s point of view, the way a company communicates reinforces the culture, philosophy, and values, Rubino said. “Communications help achieve program goals, build employee trust, improve productivity, and streamline administration.” 

SHRM’s All Things Work podcast: “How to Communicate Employee Benefits — and Leverage Them for Engagement”  

Rubino shared a model for managed communication that’s simple but powerful.   

First, create awareness. “You must get your workers’ attention. If it has to do with their pay or benefits, odds are that they are interested,” Rubino said.  

After awareness is achieved, HR can introduce the full body of the program. “Explain how the program works,” he said. “Unfortunately, this is where a lot of HR professionals stop. They do a data dump and then think, ‘My work is done.’ That’s a big mistake. It is our responsibility to make sure our employees understand and buy into the message.” 

HR must gain acceptance. “Your workforce has to internalize the message,” Rubino said. “This is best done by personalizing the message. Without question, your middle managers will make or break everything you do in HR and total rewards. Spend time training your managers.”   

Lastly, be sure to set up a commitment for action, he said. “You must create an actionable event to reinforce the communication,” he said. 

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Rubino shared a seven-step methodology for managed communication: 

• Analyze the situation: Ask, “Where are we now, and where do we want to go?” 
• Define objectives: Use the SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) approach.  
• Establish key messages: Develop your talking points and stay on message.   
• Conduct audience research: Find out what they know and what they don’t know. 
• Choose channels: Which media will you use? Rubino recommended face-to-face meetings. 
• Implement the program. 
• Evaluate the effectiveness of the communication strategy.