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HR and marketing share a core responsibility: to understand and empathize with the needs of their target audiences and users. Because employees are consumers, too, they've come to expect the same digital, personalized experiences at work that they get from their favorite brands. This is true even in older generations of workers. Businessolver data shows, for example, that boomer and Gen X employees are the most likely to opt into text messaging when it comes to engaging with their benefits.

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