Author: Ruth Hunt
Today's workforce is as generationally diverse as it's ever been. With people waiting longer to retire and a new generation recently entering the job market, HR and benefits professionals need to engage employees ranging in age from their late teens to their 70s.
This age diversity brings unique strengths, perspectives and expectations, yet also brings challenges in crafting benefit communications that resonate equally well with all employees. A nuanced approach — focused on accessibility, inclusivity and segmentation — is essential to ensure that communications speak to everyone, no matter their age or experience.
Consider these six best practices to effectively reach a multigenerational workforce.
1. Go multi-channel to address varying preferences
Different age groups often have preferences regarding content and communication channels. For example, it's often assumed that Gen Z and Millennials are generally more comfortable with digital tools and mobile apps, making them more receptive to information delivered through these channels. Gen X and Baby Boomers, on the other hand, may prefer email or even printed materials for some types of information, finding them easier to access and process, or share at home.
Yet generalizations may go too far in assuming Gen X and Boomers lack tech savvy. The convenience of apps wins advocates at all ages. And some young employees may not prefer digital-only message delivery and reminders.
Solutions require understanding your workforce ages and preferences and building a strategy that may include a postcard to the home to catch the family, while also delivering digital content to the employee's attention. Regardless of audience members' ages, channels need to be engaging and intuitive to navigate.
2. Segment and personalize based on life stages or moments
Effective segmentation means more than simply using the right channels. It's also vital to highlight benefits most relevant to each age group and even life stage. A younger employee might be interested in saving for retirement but need help with early-career financial wellness challenges. An older employee raising a grandchild may need resources for caregiving support. Messaging can reflect "life moments" and related stages, to be inclusive in supporting unique needs — without making assumptions solely based on age.
Communication tools that enable easily gathering bundled information by topic should be available just-in-time throughout the year — not just a big open enrollment push. Life circumstances can quickly change.
Tailoring your communications to reflect different priorities demonstrates empathy for employees' individual needs and helps them connect more deeply with the information.
3. Choose an inclusive tone of voice
Tone of voice can be tricky when addressing a wide age range. A younger tone with respect to examples and imagery may alienate some older employees, while a more formal tone could feel stodgy for others. A balanced approach is often best. Yet today, many employers are adopting more casual styles — with greater attention to readability across ages as well as cultural and language preferences.
A clear, friendly and inclusive tone of voice that avoids jargon can resonate with everyone. Use plain language to explain complex topics and stay free of generational stereotypes. Then, rather than relying solely on tone to capture attention, adapt messaging and delivery channels to connect with different groups.
4. Provide information in multiple formats
Learning styles and engagement preferences vary widely, independent of age groups. Visual learners might appreciate infographics or videos that simplify complex topics, while others may prefer detailed PDFs or longer written guides. Some may prefer a real-time presentation or dialogue; others may prefer online chat for convenience, especially if it's 24/7.
Offering information in multiple formats helps employees engage with the content in a way that works best for them. This flexibility also can help improve understanding and retention of information, making it easier for employees of any generation to take full advantage of their benefits.
5. Promote digital literacy across the workforce
While well-designed, intuitive digital platforms are an efficient way to share information, some employees may feel less comfortable using them. Providing quick tutorials or guides on accessing benefits portals, apps or intranet resources can help employees at all levels of digital proficiency feel confident in navigating available resources. This can be helpful not only for some members of older generations, but also workers whose education level or lack of English proficiency may cause challenges in being comfortable navigating some digital tools.
6. Capture insight — encourage dialogue and feedback
One of the best ways to ensure your benefits communications are relevant to all generations is to ask employees for input. Conducting short surveys or facilitating focus groups with representatives from each generation can yield valuable insights into preferences and needs. HR teams can better understand preferred channels, topics and content formats for each age group, helping refine communication strategy accordingly. Feedback loops not only enhance engagement by demonstrating that employee input is valued but also ensure that communications evolve with employees' needs.
Engaging a multigenerational workforce requires HR leaders to balance diverse needs, preferences and priorities. Gallagher's 2024 Voluntary Benefits Benchmarking report revealed that 55% of employees don't understand their benefits, and the younger the employee generationally, the lower the level of understanding. Think of the members of Gen Z who have been on parents' benefit plans, then suddenly need to navigate medical plan selection and thoughtful benefit use for the first time. Benefit education needs to better engage — so workers don't miss out.
So — what's the risk of not tailoring and targeting when possible? Gallagher survey findings also found a direct correlation between understanding of benefits and employees' intent to stay. If benefits are to be valued, they must be easy to understand and access — regardless of age.
By segmenting messages, adopting an inclusive tone, providing content in multiple formats and prioritizing accessibility, HR can craft benefits communications that genuinely connect with each generation. This approach not only helps employees feel respected and valued but also empowers them to make the most of the benefits that support their health, wealth and well-being.
See how our Communications consultants can help build engagement across all your employee populations. Get in touch.
