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In an unstable market, it is critical for organizations to leverage their resources to ensure that the business remains viable and successful. An often overlooked resource that can increase employee satisfaction and help build a positive brand image in the marketplace is employee benefits. The key to leveraging employee benefits is a well-developed benefits communication strategy.

In their seventh annual Study of Employee Benefits Trends, MetLife found that employees are placing a higher emphasis on their benefits package than in recent years. In fact, "41 percent of surveyed employees consider workplace benefits to be the foundation of their personal safety net." Yet, IOMA, a provider of business management information and products, states that employers only spend a small fraction of their benefits budget to ensure that "the whys and hows of their [benefit] plan's design, its unique features, and its benefits to the employee" are communicated to employees. With this in mind, it is vital for organizations to effectively communicate benefits to employees.

Communication is vital to supporting the employer brand-to both internal employees and potential employees. According to Jennifer Benz, founder and chief strategist of Benz Communications, organizations should use the following guidelines to develop a solid benefits communication plan:

oGet employees' attention: Aggressively market benefits to employees.
oTreat employees like customers: Segment employee populations of kroger w2 and develop strategies for reaching employees based on their benefits needs and desires.
oKnow employees' families: Make benefits information readily available to an employee's spouse and other family members because they are critical in the decision-making process.