- Benefits Strategy
How to Improve Employee Benefits Uptake When Engagement Is Low
Kristy van Eeden,
Client Systems & Process Manager
A frequent question we often get asked by our clients at Parallel is – “we’ve introduced benefits but engagement is low, how can we improve uptake?”.
Let’s set the scene… you’ve invested in employee benefits, you’ve communicated them to the team. The launch went well, reception was really positive, everyone seemed informed and engaged, but, months later, hardly anyone is using them! You may have even had a HR scenario which could have easily been resolved sooner if they’d checked their benefits options.
In this situation it’s so easy to jump to conclusions, inevitably treating the symptom rather than the cause. Instead of assuming your benefits are no longer meeting your people’s needs, ask yourself: Can our employees access the ones they already have when they need them?
Employee behaviour has changed. Benefits need to keep up.
Think about how we manage almost every aspect of our lives today. We bank on our phones. we book holidays on our phones, we order food, respond to emails and book gym and wellbeing appointments… on our phones!
Yet many employee benefits are still hidden behind PDFs, portals, multiple logins or an HR email address that’s only available during office hours. It’s no surprise engagement suffers.
People don’t decide to use their benefits because they’ve received a reminder email on a Tuesday morning. They use them when life happens.
Benefits matter most in the moment
Imagine an employee who injures themselves on a Saturday morning playing football. They know they have private medical insurance… somewhere. But where is the policy number? Who do they call? The thought of having to wait until Monday to ask HR delays getting help could affect their sleep, increases stress levels and result in them arriving to work Monday unrested and uncomfortable. Not a productive start to the week.
Or imagine someone watching Money Saving Expert one evening. They’re inspired to increase their pension contributions while it’s fresh in their mind. Can they review their current contribution and make changes there and then? Or do they have to remember to email payroll next week?
Every extra barrier reduces the likelihood that someone will engage.
Accessibility drives engagement
One of the biggest misconceptions in employee benefits is that engagement comes from offering more choice. In reality, engagement comes from removing friction.
When benefits are available 24 hours a day, seven days a week, employees are far more likely to:
- Understand what’s available to them.
- Access support when they need it.
- Make informed decisions about their financial future.
- Value the investment their employer is making.
That’s why we’ve made a significant investment in becoming an app-first employee benefits provider.
Rather than asking employees to remember multiple passwords, search through paperwork or wait for office hours, we put their benefits in their pocket. Through Parallel’s Employee App, employees can securely access their benefits wherever they are, whenever they need them, while employers, through the Employer Hub, have greater visibility and control over the benefits they offer.
Better for employees. Better for employers.
This isn’t just about convenience. For employees, it means confidence.
They can quickly access important information, understand what’s available and use their benefits at the point they need them most.
For employers, it means:
- Greater engagement with existing benefits.
- Better return on investment.
- Reduced reliance on HR for routine queries.
- Greater visibility of the benefits available across the organisation.
- A modern employee experience that supports recruitment and retention.
The result is a benefits strategy that doesn’t just exist on paper it becomes part of everyday working life.
So what’s the answer?
Whether you have made the transition to a provider who can offer a digital first based platform, these key issues can help improve engagement:
- Regularly remind employees about their benefits through internal newsletters and company updates.
- Hold short lunch and learn sessions to explain what’s available and answer questions, as well as remind about any technology in place to support them.
- Display posters or QR codes in breakout areas to keep benefits front of mind.
- Encourage managers to signpost relevant benefits during one-to-ones and wellbeing conversations. Why not add a ‘do you have access to your benefits’ question to your annual employer review.
Making benefits part of everyday working life
The key takeaway? Engagement doesn’t always require a new benefits strategy. Sometimes, it’s about making the benefits you already offer easier to understand, easier to access and more relevant when employees need them.
By removing barriers and making benefits part of the everyday employee experience, employers can increase engagement, maximise their existing investment and help their people get more from the support already available to them.
And ultimately, that’s what a successful benefits strategy should do, support your people when they need it, while delivering real value for your business.
Ready to improve employee engagement?
If you would like more information on how Parallel’s Employer Hub and Employee App are helping employers make benefits simpler, smarter and more engaging then don’t hesitate to book a Discovery Call with us today. Whether you’re looking to switch providers, renew or are an existing client who requires another walk through. We’re here to help. Call 020 8877 8306 or email: Caroline.Masterton@Parallel-EB.co.uk