Introduction: so many limitations…
How employees decide (or not) about benefits
Practical Exercise
A behavioral approach to benefits
Topics
1
2
3
4
Too many choices
Countless product options
Choice overload
Time
Work, love, play
Never urgent
It Makes Us Feel Bad
Scary realities; Deprival
Lots of baggage
It’s Hard to Maintain
We’re usually acting
on instinct & habit
Temptations abound
Employees
What’s Going On?
Employee Context is Vital 1 2 3 4
Introduction: so many limitations…
How employees decide about benefits
Practical Exercise
A behavioral approach to benefits
Next Up – How employees decide
1
2
3
4
Cue
When is the best day of week & time of day?
10:30am Monday 10:30am Tuesday 8pm Tuesday
3.7% clicked 7.1% clicked 1.6% clicked
1 2 3 4
Reaction
Who should send the message?
Benefits@CompanyName
Andrea@CompanyName
41% opened
42% opened
1 2 3 4
1 2 3 4Timing
How can you create urgency?
“...If you sign up by 7PM today,
you are eligible to win a free
iPad mini!”
“...If you are one of the first 100
people to sign up, you are
eligible to win a free iPad mini!”
Timing 1 2 3 4
How can you create urgency?
“...If you sign up by 7PM today,
you are eligible to win a free
iPad mini!”
“...If you are one of the first 100
people to sign up, you are
eligible to win a free iPad mini!”
7.5% clicked
9.6% clicked 13.1% clicked
Execute 1 2 3 4
What connects with their prior experience?
“Ask your friends” “Inspire your friends”
Execute 1 2 3 4
What connects with their prior experience?
“Ask your friends” “Inspire your friends”
5.9% boost in referrals
Techniques 1 2 3 4
Obstacle: Try This:
Cue Tell the Employees What the Action Is
Make It Clear Where to Act
Clear the Page of Distractions
Reaction Make Site Beautiful and Professional
Deploy Social Proof
Display Strong Authority on the Subject
Be Authentic and Personal
Evaluation Prime Employee-Relevant Associations
Leverage Loss Aversion
Use Peer Comparisons
Run a Competition
Avoid Cognitive Overhead
Avoid Choice Overload
Avoid Direct Payments
Ability Elicit Implementation Intentions
Default Everything
Lessen Burden of Action and Information
Deploy (Positive) Peer Comparisons
Timing Frame text to avoid temporal myopia
Remind of prior commitment to act
Make it scarce
Make it time-sensitive
So many limitations
How employees decide (or not) about benefits
Practical Exercise
A behavioral approach to benefits
Next Up – Practical Exercise
1
2
3
4
So many limitations
How employees decide (or not) about benefits
Practical Exercise
A behavioral approach to benefits
Next Up – A Behavioral Approach
1
2
3
4