The Benefits of Segmented Communication

Reward and benefits schemes should address the fact that, when it comes to an employee’s total reward, one size does not fit all. With attitudes to benefits varying widely across the workforce, are communication programmes as flexible as the benefits they’re selling – or could they be missing the mark?

Without properly targeted communication, a reward scheme will never fulfil its potential to engage the workforce. It’s vital that employees appreciate what benefits will mean to them as individuals. And because workforces are diverse, employers have more than one ‘target market’ for their schemes.

Catering for different types of employees is why employers opt for flexible benefits and total reward schemes in the first place. Yet, traditionally, communication campaigns tend to treat staff as one
homogonous mass.

Successful brands segment their consumers into different groups – whether by age range, lifestyle choices or income bracket – to get the right messages across in the right way. So why not do the same for employees?

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