Getting employees’ attention requires strategic communications
Brilliant scientists. Empathetic care givers. Hundreds of support staff that keep the lights on. All of this in an environment that never has a day off. That only touches on the difficulties of connecting with employees in the healthcare industry.
The WTW 2025 Benefits Trend Survey highlights that rising benefits costs, competition for talent, and enhancing the employee experience are the biggest issues that healthcare providers are facing with the management of their benefits programs.
While rising benefits costs are challenging for any industry, there are unique things that healthcare providers can do by improving communications and the employee experience to reduce the impact of rising benefit costs.
As employers and HR communicators, we need to realize that healthcare workers are unique. What makes them so difficult to connect with?
First, many healthcare employees are not in it for the pay or the benefits. Patient care really matters the most and taking care of themselves often is secondary. Getting healthcare employees’ attention requires a thoughtful communication strategy so that they can utilize the valuable benefits they have when they need them the most.
Second, two-thirds of the workforce is fighting the clock of the rest of the world. In an industry that operates 24/7, many healthcare workers struggle with work/life balance. Simple things like going to the bank, arranging for childcare, and picking up dry cleaning can be a challenge when you work evenings, nights, and weekends or are on call many days of the week.
Third, the diversity of a healthcare organization is really like no other. HR communicators are challenged with crafting messages that work with every level of the organization. In healthcare, it’s difficult to craft language that works with everyone from dietary and housekeeping staff to surgeons, nurses and executives.
So, what is the best way to communicate the value of their benefits programs for healthcare workers? Technology has given us the ability to more effectively communicate with such a diverse workforce.
Here’s how.
01
AI agents can be utilized to simplify processes and to automate routine transactions. For benefits communications, AI can be used to cull down mountains of benefits related content that is stored in SPDs, intranets and third party provider websites.
Specifically for healthcare workers, using generative AI to provide quick and accurate answers to employee benefits questions that are targeted and specific to their situation is a reality for certain employee experience platforms. Workers could ask the AI agent if a specific surgery is covered by their medical plan and quickly get the answer to that prompt.
02
Healthcare is a busy, fast-paced, stressful and rewarding atmosphere. Simplify the message by communicating on a personalized level. Utilize a Total Rewards Portal that can be configured to present personalized content and data that is relevant to each employee. This removes the excess noise and allows the employee to focus on “what this means to me”. It also allows HR communicators to segment the message to the different levels of the organization.
69% said that they will utilize nudges at key moments...
Additionally, our 2025 Benefits Trend Survey confirms that many healthcare providers will be taking this approach. 69% said that they will utilize nudges at key moments and offer solutions to help influence behaviors in the future.
03
The battle for talent between healthcare providers in many markets is real. With high demand and limited supply, employers need to differentiate themselves against competing job offers.
By using an employee experience platform, employers can extend their total rewards communications into the candidate and recruiting space which allows employers to highlight the pay and benefits programs that the candidate most desires. Additionally, it brings your mission, values and culture to the forefront so that candidates really get to know what your organization is about.
With 50% of respondents in the 2025 Benefits Trend Survey saying that competition for talent is the key business issue influencing benefits strategy, having robust, branded candidate communications about the benefits and total rewards programs becomes a must in today’s environment.
04
Many times, employees ask their managers for HR related content before they check anywhere else. By leveraging technology, you can give managers their own dedicated space with easy access to tools and resources that they can use to help their employees. This creates consistency of messages with the management team and ensures that managers have the right material.
05
Repetition is a good thing when it comes to communication. Promote content through the use of targeted emails, videos and traditional print media that is prominent in employee break areas. Healthcare workers are not your ordinary consumers of HR content. Give them multiple ways to find the content that they are looking for.
Healthcare workers are special. You need to give them access to personalized content and data that fits their busy, stressful and rewarding lives. Creating an engaging, personalized digital environment is the only way to do that.
Mike is an experienced HR professional who has been helping clients communicate and improve their employee experience for over 25 years. He has worked with Fortune 500 companies around the globe to find solutions that will meet their objectives.
