How to Overcome the “Curse of Knowledge” When Marketing Benefits to Employees

Jellyvision Benefits Communication, Financial Guidance

This original interview appeared on AdAge’s website in February 2019, in a slightly different form.

Once solely the domain of the HR department, employee communications are increasingly being routed through employers’ marketing departments. A number of factors are driving this change, including the need to improve retention rates in the face of record unemployment, a recognition that a strong culture can make or break the customer experience, and that employees can be deployed as persuasive brand advocates. To better understand the ins and outs of employee communications, please enjoy this Q&A with our fearless Chief Marketing Office, Bob Armour. Here are the highlights of their conversation:

Q: Why is it so hard for companies to communicate effectively to their employees?

BA: There’s a thing called “the curse of knowledge.” We all suffer from being experts in whatever we’re experts in. In the case of our customers, who we’re trying to help and provide the software to, these are HR professionals who use all kinds of insurance and health care jargon and don’t even know that they’re doing it. Back to the communication aspect of it: you need to be aware that you’re a victim to the curse of knowledge. This basically means that you, as an expert, cannot really explain something to a beginner very easily, because you think about all of the nooks and crannies of the thing that you know really well, where the beginner usually doesn’t need to understand all that. The challenge, then, is to meet employees where they’re at—with very simple, very clear, jargon-free explanations.

Q: How do you make sure that your software actually gets to the employee?

BA: We spend a lot of time with our clients making sure that they’re marketing our stuff to their employees in the way that’s going to get their employees to use the software.

For example, we share pre-written emails and all sorts of collateral and then we try to help them with content around “what is effective communication.” It’s all about making sure that you’re referencing “what’s in it for me” for the user. Specifically, that means highlighting for employees how using ALEX ensures they’re doing the right thing, or saving the most money, or getting what’s right for their families…instead of just saying, “Hey, sign up for your benefits.”

Q: Do you give advice to these HR folks in terms of how to communicate this?

BA: We do a lot of work around helping our customers become marketers. I’d argue there are two things that motivate people: love or fear. So how do you motivate your employees using love—love of their families, love of saving money—or fear of making the wrong choice? How do you use that to then craft a message? If you do this right, they actually pay attention. Again—nobody loves the last day when you have to pick your benefits. Nobody does. So how do you motivate those people to actually lean in to an experience that typically isn’t that great? We try to make it really great.

Q: When you help companies communicate, which ones are typically the most successful?

BA: The companies that have done the best have taken advantage of all kinds of channels to market to their employees. They go beyond just direct mail or email, to social marketing where they create pages around an event and market it there. They send reminders with text messages, they put up collateral all over their physical office space, they host fun on-site events.  The HR professionals who take  multi-channel approach—in particular, a multi-channel approach that really focuses on millennials and considers how millennials are collecting information and sharing it—those are the ones that we see you get more than 100 percent of their employees, because they have multiple people coming back, multiple times.

Q: How do you advise clients on measuring success?

BA: There are surveys that are done throughout the experience and then at the end of the experience. Our mantra is “be helpful” and our ultimate measurement are the scores on “was ALEX helpful to you and your experience?” We look at anything that we’ve done to help people move meaningfully into a better financial place. Did they choose a better plan? Did they put more money into a 401k? Did they put more money into their health savings account, because they understood it better? Those outcomes are super important to us.

Q: Any last thoughts about effective employee communications?

BA: Sure. The feedback that your own employees can give to you in terms of crafting the message is crucial. We advise a lot of our clients to create internal focus groups of people from all walks of life inside their company, whether it’s people on the factory floor, people at desks or people out in the field and run the messaging by them. Get them to give you the input that you need, to figure out whether this has jargon in it, whether it’s confusing, whether it’s not motivating. Whatever it is, talk to people who are going to cure you of your curse of knowledge.