Articles | September 24, 2025

Personal and Well-Timed Benefits Communications Are Powerful

By Rita Brennan

Employees are often unaware of the benefits they have, confused about how to use them or don’t see their value. A major reason for this situation is that benefits communications tend to take a one-size-fits-all approach, overlooking the diverse and evolving needs of employees at different stages of their lives and careers — from student loan support to retirement planning assistance.

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Personal and Well-Timed Benefits Communications Are Powerful Download Now

Tailor benefits communications to life stages

This approach makes information more relevant and actionable. Personalized and timely messaging reaches employees when it matters most. Targeted, strategic messaging can help employees recognize the relevance of their benefits so they use them.

This article discusses the power of personalized communications to increase participation, enhance employee satisfaction and maximize the impact of benefits programs.

It covers building personas based on demographic data, tailoring messaging to the personas and using technology, including artificial intelligence, to enhance personalization.

It also includes four tips for more effective benefits communications:

  1. Use multiple communication channels.
  2. Make information digestible.
  3. Tie messaging to moments that matter.
  4. Continuously gather feedback and optimize communications.

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Download the article, “Making Benefits Communications Personal: Reaching Employees When It Matters Most,” with permission from the International Society of Certified Employee Benefit Specialists, the publishers of Benefits Quarterly.

Interested in customizing your organization’s benefits communications by employee life stage?

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This page is for informational purposes only and does not constitute legal, tax or investment advice. You are encouraged to discuss the issues raised here with your legal, tax and other advisors before determining how the issues apply to your specific situations.