CLIENT SERVICES DIRECTOR
Emotional content which is inspirational, entertaining, and personal tells people why they should care about what you have to offer – as opposed to numbers, policies and processes, which belong firmly in the transactional content camp.
For employees to connect with your total reward package in a way that drives behavioural change and impacts performance, reward communication cannot ignore emotion.
When you can clearly see the benefits for yourself, it’s easy to assume that giving people all the information will automatically mean they’ll understand what your total reward package is and how it applies to them. But everyone is an individual with different emotional needs, different levels of knowledge, and we all process information and learn in different ways.
One of our most oft-quoted examples is a client who couldn’t understand why their employees weren’t engaged with their benefits package. They said to us: “But we sent them 180 pages outlining everything, I don’t know what more we could have done!”
While this might feel like an extreme example, it sums up a common approach to communication: if they don’t get it, just keep sending them more information.
Transactional information alone will connect with very few people. As outlined in both the Dyson and client example above, it’s not enough to simply ‘Inform’ if you want people to engage. Employees need to understand how your offering relates to them and fits with their professional and personal goals and values – you often have to ‘Inspire’ and ‘Engage’ before people are ready to receive information.
These three pillars of communication are vital for an effective reward communication strategy. Without emotional and social connections coming first, it’s difficult to communicate on a practical level. This is where a lot of internal communication falls short and gets ignored.
As an agency, we exist to create engaged, happier, and more connected teams within organisations through more effective communication. We love taking the “need to know stuff” and transforming it into a reward communication campaign that’s engaging, inspiring, dynamic, and unique.
When people can clearly see how their total reward impacts what matters to them, opens up opportunities, and aligns with the culture of the business they’re working for, they value their reward package and feel more valued themselves. This is where an innovative, individual-led approach to reward communication is vital for your reward package to truly be a motivator for your teams.
 Notable studies include How Employee Engagement Drives Growth - Gallup 2013, Talent Shortage Survey - Manpower Group 2018, and The State of the Global Workplace - Gallup 2010
Looking for support with your reward communication? That’s what we’re here for.
Get in touch with us and let’s have a conversation.
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