Forget Email: the Future of Benefit Communications

In today’s multigenerational workforce, effective benefits communication is critical—but what works for one age group may fail for another. As you strive to attract and retain younger talent, you may find yourself facing a stark reality: the traditional methods of communicating benefits (think lengthy emails or text-heavy brochures) could miss the mark with employees entering the workforce today.

In fact, 98% of Gen Z and 91% of Millennials prefer to receive information in video content, according to a 2024 Adobe survey.

Understanding the Communication Preferences of Gen Z and Millennials

So, how do you shift toward visual, digestible, and interactive content? First, it’s important to understand what drives these generations:

Millennials (Born 1981–1996): Comfortable with both traditional and digital media; value authenticity, clear information, and work-life balance
Gen Z (Born 1997–2012): Digital natives; thrive on short-form, interactive, and visually engaging content (think TikTok and Snapchat)
Both Groups: Prefer speed, accessibility, and personalized messaging

Innovative Benefit Communications That Resonate

To engage Millennials and Gen Z, you need to embrace the platforms and formats they love. Here’s how:

Video Content: Use short, engaging videos that are ideal for explaining complex benefits topics like healthcare options or 401(k) plans.

Examples: Explainer animations, employee testimonial videos, or TikTok-style reels highlighting key perks

Memes and Humor: Employ lighthearted humor to make benefit communication more approachable.

Examples: Memes about budgeting with HSA funds or gifs illustrating the joy of PTO

Social Media Style: Leverage polls, Q&A sessions, or countdown timers to encourage interaction.

Interactive Tools: Create quizzes, decision trees, or apps to help employees explore their benefits options.

Example: A quiz titled “What’s Your Perfect Benefits Package?” to guide employees to resources tailored to their needs

Practical Steps to Modernize Your Communication

Ready to start? Here’s a step-by-step guide:

Step 1: Audit Your Current Strategy

Evaluate your existing communication methods. Are they visually engaging? Are they reaching employees on the platforms they use most? Where are there gaps?

Step 2: Segment Your Audience

Think about your different employee demographics and how you might communicate to each one. For example, younger employees might appreciate Instagram reels, while older employees prefer email or webinars. Do you have options for everyone?

Step 3: Incorporate Visual Storytelling

Use infographics, branded imagery, and animated videos to break down complex topics into digestible pieces. After all, a picture (or graphic) is worth a thousand words.

Step 4: Optimize for Mobile

Ensure all content is mobile-friendly, as most Millennials and Gen Z employees access information on their phones. Keep clicking to a minimum.

Step 5: Emphasize Authenticity

Feature real employees sharing their experiences with your benefits program. This helps people see how they may need or use a benefit, too. And authentic, relatable messaging builds trust.

Step 6: Pilot New Formats

Experiment with new mediums like memes or TikTok-style videos. Gather feedback from employees to refine your approach.

By meeting younger employees where they are, you’ll not only improve benefits engagement but also foster a workplace culture that thrives on connection and understanding.

Ready to transform your benefits communication? Download our communications toolkit for creating engaging, multi-platform benefits messaging, or contact us for a free consultation!