How to Build Effective Total Rewards Communication Strategies That Employees Understand

Step 1: Know Your Audience

Before crafting messages, take the time to understand who your employees are and what motivates them. What are their preferences? What kind of language do they understand? What are their concerns?

• Generational Differences: Younger employees might prefer digital content, while older employees may prefer printed materials.
• Cultural Backgrounds: Be mindful of language and cultural differences.
• Job Roles: Office workers might have different needs and employee rewards communication best practices than field workers or remote teams.

Surveys and focus groups can be helpful tools for gathering this kind of information.

Step 2: Simplify the Language

Benefits and compensation often involve complicated terms. However, your goal is to ensure that everyone understands. Use plain language, avoid legal or technical terms, and break down complex ideas with examples. This will make HR professionals and managers feel confident in their communication skills.

• Use plain language
• Avoid legal or technical terms
• Break down complex ideas with examples

Instead of saying, “Defined contribution retirement plan,” try, “A savings plan where we match a percentage of your contributions.”

Step 3: Choose the Right Channels

People consume information in different ways. Your message should meet them where they are.

• Email: Good for quick updates or summaries
• Intranet: A place to keep detailed information
• Meetings: Useful for more personal or sensitive topics
• Videos: Great for storytelling or walking through processes
• One-on-Ones: Personal and tailored

Utilize a combination of these channels for optimal results.

Step 4: Time It Right

When you communicate is just as important as how you communicate. A strong talent management framework supports this by encouraging open communication and highlighting real-life success stories.

• Don’t send important updates late on a Friday.
• Tie communication to key events like open enrollment or bonus announcements.
• Give employees time to process and ask questions.

A total rewards strategy communication plan calendar can help keep things on track.

Step 5: Be Consistent

Communication should be regular and reliable. If employees only hear from HR during open enrollment, they might tune out the HR communication strategy for total rewards for the rest of the year.

• Share updates regularly, even if nothing major has changed
• Reinforce messages through different formats
• Keep branding and tone consistent

Consistency builds trust over time.

Step 6: Make It Personal

Employees care more when they feel the message is meant for them. 

• Use personalized statements (e.g., “Here’s what you earned in bonuses this year”)
• Allow employees to explore their benefit options
• Tailor content to different departments or roles

Step 7: Measure and Improve

How do you know if your communication is working? Ask.

• Use surveys to gather feedback
• Track engagement (click rates, attendance, etc.)
• Watch for behavior changes (like more people using their benefits)

Use this data to adjust and improve your total rewards communication strategies over time.

Step 8: Educate Managers

Managers are often the first point of contact for employees. If they don’t understand Total Rewards, they won’t be able to explain it to their teams. This underlines the importance of managers in the total rewards communication process, making them feel empowered and integral to the process. One way to support this is by incorporating them into broader employee engagement strategies that focus on clear communication and providing managers with the necessary tools to guide their teams effectively.

• Offer training sessions
• Provide simple talking points
• Encourage open conversations

When managers are informed, they become powerful messengers.

Step 9: Use Real Stories

People relate to stories more than numbers. Share real examples of how benefits have helped employees. 

• A story about a new parent using parental leave
• An employee who saved money through a health plan
• Someone who used the company match to grow retirement savings

These stories make the rewards feel real.

Step 10: Keep Evolving

Your workforce will change. So should your communication. Revisit your total rewards communication strategies every year, stay updated on new tools and channels, and listen to employee needs. This emphasis on adaptation will enable HR professionals and managers to feel more proactive and responsive in their communication strategies.

• Revisit your total rewards communication strategies every year
• Stay updated on new tools and channels
• Listen to employee needs

Adaptation is part of success.