We’ve got great benefits. Why don’t our employees use them?

Dr. Seema Parmar holds a PhD in International Public Health from the Johns Hopkins Bloomberg School of Public Health. She is a leader in advisory services at Cleveland Clinic Canada, a medical centre where physicians, wellness experts and management consultants help organizations improve employee health and manage organizational risk.

Companies now recognize these issues and are looking for innovative solutions to ensure employees understand, trust, use and value the benefits offered. While there is no one magic bullet when it comes to helping employees navigate and obtain benefits, there are key strategies that can help companies increase the uptake and impact of benefits.Use personas, similar to those created by the marketing team to get inside consumers’ minds to identify what they want in a product or service.

For each persona, a journey can be created to depict a fictional but realistic story, highlighting existing ‘pain-points’. The journeys help companies identify specific opportunities to offer support so employees can learn about, select and use benefits, leaves, workplace accommodations and specialized services to best suit their needs. The journeys can also help companies identify gaps in their benefits offerings that may have left out certain employee groups.

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