A client proudly showed me the organization’s 96-page Benefits Guide for open enrollment. “It has everything!” she declared, “Everything our employees need to know.”
It had “everything” all right — but it was too much of a good thing. More intimidating than the sheer size of the book was the density of the content. It had lots of text but nothing to break up the legal, technical language — no photos, and only a few charts and tables.
Most people like their food in digestible bites. It should also be pleasing to the eye — any good chef will tell you presentation is very important. People will consume more when served in courses over time.
People like their benefits communication the same way. It should look appealing, be welcoming in its presentation and be digestible in one sitting. Even better, serve it in courses, so it can be enjoyed a little bit and with time to rest in between. Shouldn’t all benefits communication be presented like a great meal?
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