Colliers [TSE: CIGI]

Kirsten Koblun, Senior Manager of Benefits at Colliers aims to drive change in the world of group benefits. Over the last 10 years Koblun worked within the total rewards function with a focus on benefit programs in commercial real estate and hospitality industries. She is passionate about designing and implementing benefit programs that deliver tangible, positive impact to employees’ well-being

hrough this article, Koblun highlights the importance on how focusing solely on adding new benefits, HR teams should invest in a marketing refresh to better promote existing offerings, making them more accessible and engaging. Have you ever received employee feedback where someone expressed disappointment over a missing benefit –only for them to realize your company actually offers it? It’s an all too common challenge that HR professionals face and one that can be particularly frustrating given the dedication put into ensuring your workforce has the right benefits and resources. Today, I hope to share valuable insights and actionable tips on how to tackle this. While we may not be able to make it disappear entirely, these strategies can help reduce how often it occurs.

Benefits are a critical part of the employee value proposition. Organizations invest significant resources to support their workforce. When employes are unaware or don’t understand the benefit packages, these offerings go unnoticed and unappreciated. This not only limits the employees in getting the full value of their total reward package, but also means organizations may not be maximizing the investment.

Even the best offerings can go unnoticed if not communicated effectively. Instead of simply adding more benefits and hoping something sticks or resonates, consider a strategic refresh. More investment doesn’t necessarily translate to greater impact. A marketing makeover – revamping how benefits are communicated and promoted – can be a cost-effective alternative with significant returns.

It’s all about how you package and present your benefits. This doesn’t have to be an overwhelming process; instead, it’s about creating a thoughtful approach that make the benefit plans feel more accessible, engaging and valuable. The key is ensuring that whats available to employees are not only understood, but also given a clear and simple way to access and use them. This could involve rebranding an offering or a financial program with a new attentiongrabbing name, making the materials more appealing with graphics and simplifying complex information into easy-todigest formats. Engage your audiences with creative email layouts, dynamic presentations, health fairs and even printed materials still have value. Focus on connecting with employees where they are and the role they are in. Incorporate these into a well-crafted communication plan that starts at onboarding. Don’t limit engagement to just onboarding and annual open enrollment; instead, make regular updates of certain benefits that may be overlooked year-round through channels like the company intranet or a quarterly newsletter.

How the benefits plan is marketed can make a world of difference.

 A rebrand can ensure employees see them as valuable and accessible. Why let your great benefit plan go unnoticed? If you’re ready to drive meaningful change, a marketing makeover might just be the strategy your benefit plan needs.