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Article information:
To cite this document:
Terry Pegg, (2009),"Creating engagement through employee benefits", Strategic HR Review, Vol. 8 Iss 2 pp. 5 - 12
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http://dx.doi.org/10.1108/14754390910937521
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Abstract
Purpose The potential impact of employee benefits on individuals and their dependants is significant
and growing as new products and solutions come on to the market. The aim of this paper is to investigate
how benefits impact on employees and the organization as a whole, and how organizations are
choosing to inform their people about the type of benefits on offer.
he range and scope of employee benefits are growing rapidly and the products that
are available in todays and tomorrows benefits market have the potential to
impact on nearly every aspect of an employees life. To manage the positive impact of
employee benefits within an organization, the effective delivery of benefits solutions needs to
be a virtuous circle. For benefits to make a positive impact on an individual, the individual
first needs to be aware of and understand the benefits their employer currently offers.
However, to communicate the advantages, scope and potential impact of employee benefits
successfully, organizations themselves need to understand their people, what they want
from individual products and their motivation to acquire them.
DOI 10.1108/14754390910937521
VOL. 8 NO. 2 2009, pp. 5-12, Q Emerald Group Publishing Limited, ISSN 1475-4398
STRATEGIC HR REVIEW
PAGE 5
Respondents in both stages of the study work with organizations employing over 250 people
and offering both core and voluntary benefits. Over one quarter of respondents in the
quantitative stage worked in organizations employing over 5,000 people.
professionals have to communicate better; both their reasons behind benefits offerings and
the advantages of benefits take-up for individuals.
This position is further supported by figures suggesting that although 80 percent of
employees report they find the concept of VEBs appealing, 38 percent said they had no
interest in taking out the VEBs offered by their employer in the near future. This signals that
although employees welcome the provision of benefits (and are keen to learn more and
become involved in the selection process), what is on offer is not compelling, engaging or
relevant. Or, more importantly, is not being communicated clearly enough to prompt action
and take-up on the part of employees.
The qualitative research uncovered a tendency for employers to rely on the channels that are
most effective at reaching employees quickly and easily. When prompted on the efficacy of
communicating messages, HR managers in the qualitative stage stated the channels most
effective at reaching employees were not necessarily the best at getting the message
across. When the time and cost constraints of marketing company benefits are taken into
consideration it is clear employers veer towards an information push approach.
However, the quantitative findings also indicate that an information push approach using
channels that reach the maximum number of employees will not maximize awareness and
understanding of the benefits on offer. As a result the importance companies place on
boosting employee loyalty and motivation through benefits is not fully realized; clearly a
different approach is necessary if employers want to improve benefits take-up and increase
employee engagement with the benefits on offer.
such as text messaging and social networking sites. However, regardless of which new
communication channels we introduce, it remains the case that variety is key for continuing
to successfully consult and engage with our people about benefits.
Reference
CIPD (2007), Employee benefits: an overview, CIPD Factsheet, Chartered Institute of Personnel and
Development, London, February.
Terry Pegg is head of sales at AIG UK and joined the company 12 months ago from a major
UK bank, where he held the position of regional sales director. He currently manages a field
force of over 50 people across the UK and is responsible for the design and installation of
voluntary benefit programs in UK companies. Terry Pegg can be contacted at:
employeecare.uk@aig.com
1. 2010. Employee benefits provision. Human Resource Management International Digest 18:3, 10-12. [Abstract] [Full Text]
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