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The tight labor market is focusing employers on benefits they can offer to attract and retain talent. With this reality in mind, an employee stock purchase plan, or ESPP, seems like a good candidate to help meet the challenge. ESPPs are popular with employers because they offer a valuable benefit – company stock at a discounted price – to a broad group of employees. Company stock not only provides employees with potential financial gain, it also gives them a true sense of ownership, which can build loyalty and commitment. But while ESPPs are common among public companies of all sizes, worker participation is often low.

If you are looking to get the most impact from an ESPP, you may have already heard suggestions or successfully launched programs to increase awareness. Unfortunately, awareness does not always drive participation.

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