Tools of the Trade
Videos, webcasts and animated presentations are being incorporated into intranets and HR communication strategies more frequently. Webcasts, in particular, are growing in popularity because they provide a more interesting way to present benefits and pension information—information that is often perceived as boring or complicated. Also, by having employees register for a webcast, employers can track who is tuning in and receiving the information, which is much harder to track through print materials.
This year, for the first time, RBC used webcasts to communicate its flexible benefits program and re-enrollment process. Arrol was impressed with the response rate for the webcasts: 1,000 employees registered for each of the two English sessions and approximately 200 people registered for the French session. In addition to cost and administrative information, the webcast gave scenarios of employees with different coverage selections— opt-out, single coverage and family coverage. After the webcast, participants were able to submit questions, which were answered live. The presentations were later posted on the RBC intranet.
Words for the Web-Savvy As technology evolves, so does the language that goes along with it. Here are some terms to keep you in the loop. Avatar: An avatar is an object representing the embodiment of the user or communicator. Avatars can be three-dimensional, as in computer games, or two-dimensional icons or pictures, as used in forums and other online communities. Blogs: The term blog is short for weblog. Essentially, a blog is an online journal where the writer (the blogger) can post messages, photos, music and videos. It acts as the individual’s miniwebsite. Blogs are easily updated and often allow comments from readers. Blogger and WordPress are popular blogging sites. Peer-to-peer networking: Sometimes called P2P, this is a way to share files (music, videos or text) either over the Internet or within a closed set of users. Unlike the traditional method of storing a file on one machine (which can create a bottleneck if many people try to access it at once), P2P distributes files across many machines, often those of the users themselves. Napster is an example of a P2P network. RSS (Really Simple Syndication): This is a form of web feed used to publish frequently updated content such as blog entries and news headlines in a standardized format. People can subscribe to online distributions and are alerted when updates are made to their feeds. An RSS reader is needed to read the feeds and this is often incorporated into personal blogs. Social networking: Social networking is the opportunity to be virtually linked with other people with similar interests, hobbies, opinions and career goals. It’s also a way to get in touch with old friends and colleagues, and to make business connections. LinkedIn and Facebook are examples of social networks. Wiki: A wiki is a collaborative website that allows multiple users to create, modify and organize webpage content. The users are responsible for creating and maintaining the content. Wikipedia and Digg are two popular wikis. |
Since the RBC employees embraced the flexible benefits webcasts with such gusto, the bank has decided to take its next major benefits communication piece (about retiree benefits) to a more interactive level by incorporating avatars—two- and three-dimensional computer-generated characters. Once reserved for video games, these characters are now entering the pension and benefits scene as an interactive way to communicate changes, frequently asked questions and other plan information.
“These avatars appear on demand and provide visual interest, action and supporting narrative that engages the user while dramatically reducing [his or her] need to read the information,” says Harrietha. They add depth and creativity to websites, and they can also help address literacy issues and visual learning styles, he adds.
Flexible benefits modelling tools and retirement planners, too, are becoming more sophisticated. “There have always been benefits modelling tools for flex benefits,” explains Simons. “What we are seeing now is more guidance on what the right choice is, not just how much it will cost for that choice.”
For example, these tools may take the form of online questionnaires. Some questionnaires link to case studies that best represent the member’s answers as a way to demonstrate the effects of these choices. Others link to an output screen that suggests options that would best suit the member’s needs and lifestyle. Both of these tool concepts give members a better idea of how their choices will fit into their lives, not just how they fit into their budgets.
Retirement planners and projection tools have also become much more helpful and intuitive. These type of tools now have the capabilities to automatically recall member information or, at the very least, save the information entered. Saving the data helps both the member and the plan sponsor to see if the individual is on track with his or her financial goals for retirement.
“Adding an interactive, data-driven modelling tool allows members to bring the data to life and to understand the impact that personal choices can have on their financial futures,” says Harrietha. “People whose pensions are based on hours worked, for example, can see in an instant the impact that slowing down and working less can have on the value of their projected pensions. It’s all right there for them to see—and, in many cases, to act on.”
In addition to these member-engaging planners and educational tools, single sign-on and personalized messaging are on the way to becoming industry standards. When members log on to their company intranet (linked with a provider’s site), the single sign-on function allows them to access their benefits and pension information without having to re-authenticate. That means, they sign in once to get all the information they need. The smooth transition from intranet to plan information gives members more convenient access, creating a better user experience.
Once logged into their accounts, members may receive messages that are directly targeted to them—messages to remind them that they are invested in a default fund or that they need to choose their benefits for the year, for instance. The personalization of messages draws attention to tasks or information pertinent to that specific member’s needs, compared to overarching, general messages that may or may not be applicable.
Information Overload
Because there is so much information available on the Web—and, as technology progresses, there will only be more—plan sponsors and providers have to be careful not to add to the chaos. Well-designed and organized sites that take the needs and wants of members into consideration are more likely to get their attention.
If an employee logs on to the intranet, he or she is likely looking for specific information, not just surfing it to kill time. If it takes the person half an hour to find a form or 20 minutes to get information on the dental plan, it can be frustrating—and not conducive to productivity. “I hear in focus groups from employees that they are spending too much time on sites and can’t find the information they need,” confirms Simons.
“It is not a matter of ‘build it and they will come,’” adds Harrietha. “To be successful, Web applications need to be meaningful to the end user. They need to provide meaningful information in an easily accessible format. In many cases, websites—particularly intranets—have served as repositories for all companysponsored information, without much regard for information hierarchy or pertinence. In these cases, comprehensive Internet applications can actually hinder communication efforts.”
