When employees become cynical about benefit changes, they tend to disengage, affecting both morale and performance. Still, with spiraling benefit costs, virtually all employers need to continually re-evaluate their plans and, as appropriate, make modifications. The problem is that too many organizations fail to take an active approach to shaping key messages, which, in turn, cedes control of the communication process.

Where Good Business Sense Comes In

With more than 20 years of experience developing benefit programs for health care and not-for-profit organizations, Sullivan, Cotter and Associates, Inc. can attest: The best outcomes occur when clients leverage communication as a change-management tool. Instead of simply disseminating information, the best campaigns take control of the employer/employee dialogue and target information to specific audiences, internal and external.

Why is this approach so critical? Because, as studies show, quality benefits communication has a stronger correlation to employee commitment than does quality employee benefits. In other words, a lesser program, if communicated clearly and effectively, can have more positive impact on your organization than a richer plan that is misunderstood. (So imagine the effects of a strong program that is well-communicated!)

Communication deserves attention because it can “make or break” a benefit program. A compelling campaign adds value, ensuring that dollars directed to employee and executive plans provide tangible “returns” in recruitment, retention and sense of commitment.

The SullivanCotter Difference: A Mission-Focused, Audience-Specific Approach

To ensure maximum impact, SullivanCotter benefits communication consultants develop campaigns specific to an organization's business mission and culture. This approach not only facilitates implementation of benefit changes, but also reinforces the relationship of rewards to organizational vision, financial objectives and HR strategy.

Our advisors partner with you to:

• Define the desired outcomes. The best benefit plans are designed to achieve specified results. And the best communication campaigns help employees focus on behaviors that will drive these objectives.
• Craft the “brand” - those themes and images that convey everything tactical, practical and emotional that employees associate with benefits, and with you.
• Frame timing, venues, key messages and media - the tactics that bring the brand to life.
• Execute the plan and measure the results. Here is where SullivanCotter truly excels. Delivery and follow through make the difference between a communication strategy that “works on paper” and one that works where it matters most, with your employees.

SullivanCotter has more experience with communicating employee and executive benefits than anyone in the industry. We can change the way your people think of, and use, their benefits. It will help ensure you deliver the financial results you need. And it will strengthen both your relationship with your people, and their commitment to you.