No two executives are exactly alike, but they all have one thing in common: They’re busy.
That’s a key consideration as you target them with your employee benefits communication plan. As with any employee, executives need to understand their options and make the right choices for them and their families. But reaching them with this information requires a customized approach to give them what they need and how they need it, with as minimal effort as possible on their part.
Respect Executives’ Time
With all of the responsibilities they handle day to day, there’s not much time left to pore over detailed employee benefits materials. Plus, they are typically less interested in finer details and more concerned with broader ramifications. So it pays to “bottom-line” it for them with summaries, one-pagers and infographics. Emphasize the call to action and make sure to highlight key deadlines.
Executives respond to clear, concise and useful data. Use metrics to quickly compare benefits options and pricing. At the same time, give them the opportunity to explore the details through links to more comprehensive information.
Know Their Communications Preferences
You’ll have more success getting executives to engage in the enrollment process if you “meet them where they are.” You might start with internal research, such as a focus group, to identify the communications approaches that are most likely to reach your leadership team.
There are some best practices, such as these mentioned in Gallagher’s Employee Communications 2025 Report:
- In-person events are most effective for company-to-manager communications. Virtual meetings can be good for introducing new information and addressing questions.
- Emails are good for regular updates and follow-ups. Internet portals and shared drives provide on-demand access to details without cluttering inboxes.
- Text messages are effective for communicating time-sensitive information. SMS has one of the highest open rates of any channel.
The best practice: Use all these tools, and often. Because the attention of executives is typically spread over a variety of important issues, repetition is critical to break through, get the message across and drive action.
Use Executives as Benefits Communicators
While executives are an important audience for benefits communications, they are also an invaluable communications tool for reaching employees, since they are typically seen as a trusted source of information. As part of your overall plan, equip managers with the knowledge and tools to promote new benefits offerings, answer basic questions and direct their employees to more detailed information. They can also serve as benefits “cheerleaders” to encourage their teams to meet key deadlines and make the best choices for them.
