When rethinking enrollment as a marketing plan, it's necessary to stop looking at employees as employees and instead look at them as an audience. (Photo: Shutterstock)
When you think of successful companies, what comes to mind? Brands like Apple, Facebook, NIke, perhaps? These companies are all known for the products they offer, but what really makes them recognizable is the branding and marketing of their products.
What if employers stopped looking at their employee benefits as a list of expenses but rather as a product they were selling?
In a recent webinar, Hodges-Mace vice president of communications Emily Dobbins and communications manager Lindsay Obrentz explored how HR professionals can borrow a few marketing plays to develop a more impactful benefits enrollment strategy. After all, good benefits are the key to employee retention, or, in marketing terms, brand loyalty.
1. Define your audience
When rethinking enrollment as a marketing plan, it's necessary to stop looking at employees as employees and instead look at them as an audience. "The purpose of defining your audience is so you define what they care most about and speak to that," Obrentz said. "Marketers love labels. Who gave us yuppies, preppies, hippies, tweens? Having those market segments well defined is what makes an effective communication strategy in the first place."
Continue Reading for Free
Register and gain access to:
- Breaking benefits news and analysis, on-site and via our newsletters and custom alerts
- Educational webcasts, white papers, and ebooks from industry thought leaders
- Critical converage of the property casualty insurance and financial advisory markets on our other ALM sites, PropertyCasualty360 and ThinkAdvisor
Already have an account? Sign In Now
© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
Emily Payne
Emily Payne is director, content analytics for ALM's Business & Finance Markets and former managing editor for BenefitsPRO. A Wisconsin native, she has spent the past decade writing and editing for various athletic and fitness publications. She holds an English degree and Business certificate from the University of Wisconsin.
