Kylie Terrell
You’ve invested time, energy, and budget into a great employee benefits program, but are your people really using it? Launching is just the beginning. The real impact comes when employees understand what’s on offer, see the value, and feel motivated to make the most of it.
That’s where marketing your benefits comes in.
Too often, benefits programs lose momentum after launch. Competing internal messages, lack of storytelling, and limited visibility can all lead to low engagement. But when you apply marketing techniques to your employee benefits, you can turn awareness into action and participation into lasting impact.
That’s exactly what we’ll explore in our upcoming webinar, Marketing Your Benefits Like a Pro: Strategies to Boost Awareness and Engagement, hosted by Kylie Terrell, Director of Consultancy, APAC and Chris James, Director of Marketing, APAC.
Together, they’ll share insider tips, practical strategies, and real-world examples to help HR and People & Culture leaders transform how employees perceive and use their benefits.
Why marketing your benefits matters
When employees truly understand their benefits, engagement, retention, and satisfaction all rise. But awareness doesn’t happen by chance, it happens through thoughtful and consistent communication.
By marketing your benefits like a pro, you can:
-
Position your benefits program as part of your EVP: Show employees how your benefits reflect your values and culture, helping them see why it’s an essential part of working at your organisation.
-
Brand your benefits effectively: Learn creative ways to brand and promote your program, from campaign-style rollouts to attention-grabbing internal branding that sticks. Give your program a name, look, and tone that employees instantly recognise. Think logo, colour palette and tagline, small details that make a big impact.
-
Tell meaningful stories: Share real examples of employees who’ve saved money, improved their wellbeing or achieved a personal goal through your benefits. Human stories turn policies into possibilities.
-
Choose the right channels: Discover how to communicate across multiple platforms, from intranet banners and emails to digital recognition tools and manager shout-outs to reach everyone, everywhere.
-
Use low-cost, high-impact tactics: Even with limited resources, you can build consistent excitement through visuals, seasonal campaigns, and manager-led reminders.
-
Think in campaigns, not one-off messages: Replace single-email launches with themed rollouts — e.g. “The Month of Wellbeing” or “Savings Season”; using countdowns, challenges, or testimonials to keep interest high.
Marketing your benefits to boost awareness and engagement
If you’re wondering how to start marketing your benefits effectively, try these practical ideas:
-
Create manager toolkits
Equip leaders with talking points, slide decks, or intranet snippets so they can champion benefits during team meetings or one-on-ones. -
Leverage recognition moments
Pair recognition eCards or platform posts with reminders about benefits e.g. “Congrats on your milestone! Don’t forget, you can celebrate with your wellbeing allowance.” -
Go visual and mobile-friendly
Use short videos, infographics, and carousel posts to explain benefits quickly and visually. Optimise every message for mobile, especially for frontline or deskless workers. -
Segment and personalise
Tailor messages based on role, location, or life stage. Parents might value discounts on toys and activities, while early-career employees may engage more with financial wellbeing or learning perks. -
Plan seasonal campaigns
Align promotions with key moments; the end of the financial year, Mental Health Month, summer holidays, etc. Timely campaigns feel relevant and show you understand employees’ needs. -
Use multi-channel promotion
Combine digital (like emails or posts to your engagement platform) with physical touch points (like break room posters, QR codes, or manager shout-outs). Consistency across channels drives familiarity. -
Track and celebrate success
Share milestones like “1,000 employees have used our new wellbeing benefit” or “here's our top five most-used benefits.” Data storytelling reinforces value and motivates further participation. -
Ask for feedback
Use quick polls or pulse surveys to learn which benefits employees love most, then spotlight those stories in your next campaign. -
Keep the rhythm going
Plan a 12-month communications calendar so benefits stay visible year-round, not just at launch. A steady drumbeat beats a single splash every time.
Turn HR admin into an employee experience advantage
Your benefits program shouldn’t feel like another HR process, it should feel like a core part of your talent attraction and retention arsenal.
When you consistently invest in marketing your benefits, you turn awareness into advocacy and create genuine buzz around what you offer.
Want a clear, actionable plan to build awareness, increase participation, and prove the ROI of your employee benefits, all through smarter, more strategic marketing and communications? Register for our webinar now.
Ready to create a platform your people will love? Whether you’re starting fresh or levelling up an existing program, Reward Gateway | Edenred makes it easy to connect your people to the things that matter, all in one place.
