A simple story can convey a powerful message, especially when accompanied by humor, a benefits director said April 30 at the 2013 WorldatWork  Total Rewards Conference in Philadelphia.

The approach works well when trying to convey information about benefits, said Denise King, director of U.S. benefits for Medtronic Inc., a medical device manufacturer in Minneapolis.

Benefits managers should communicate in plain language and “have the courage to not be boring,” King said.  Listen to what company leaders discuss in meetings and leverage those ideas when trying out new strategies and policies, she said.

“It is a prerequisite to people actually hearing what it is that you’re saying, but you’ve got to have a little courage,” said Harry Gottlieb, founder of Jellyvision, a multimedia production company in Chicago. No matter what area is under discussion, there is no reason why the message cannot be presented simply, he said.

 When it comes to benefits communication with employees, “we need to remember that we’re not experts in their jobs, and they’re not experts in our jobs,” King said. Understanding benefits can increase employee involvement, she said.

Additionally, employees should not be forced “ to endure information they don’t care about currently,” Gottlieb said. To engage employees in benefits communications, meaningful guidance should be provided, he said. When employers cover information that is irrelevant, employees lose interest, he said.

Listening to what employees want and providing essential guidance based on employee needs are essential parts of effective benefits communication, Gottlieb said.

 “People want a choice but they want somebody to tell them what the right answer is,” Gottlieb said.

By Kristin Washington