Sustainability is all the buzz in the corporate world right now as everyone turns the spotlight onto social, environmental and economic responsibility. For organizations just getting started, reducing paper consumption is considered low-hanging fruit. Some may enthusiastically embrace the idea of a zero-paper policy (Digital Post-It® Notes, anyone?). Others tackle this task in sections – or by departments. So, who tends to distribute literal tons of printed materials within a given organization every year? Follow that paper trail to Human Resources. HR is a natural first stop when tasked with cutting back on paper. Employee benefits is one of the biggest initiatives HR organizations own, and benefits communications – especially annual enrollment communications – are rarely known for their brevity. Not surprisingly, many HR groups are already far down the path of paper reduction. But is it possible to completely remove paper from benefits communications? More importantly, should you?
A recent study showed that 44 percent of respondents across generational groupings think that receiving benefits information via the Internet would make their benefits communications more meaningful. This sentiment is in line with a progressively tech-savvy workforce. As the demand for on-the-go information increases, so grows the case for shifting entirely away from printed pieces. But something interesting happens with this shift.
The old adage, “be careful what you wish for” rings somewhat true here. The speed, ease and relatively inexpensive cost of producing electronic communications can lead to a rising tide of information overload. Removing the hurdles of printed pieces such as production and associated costs can open the floodgates, blurring the line between what needs to be shared and what can be shared. This is especially true for organizations that ardently go after the trend with good intentions but without any stated plan beyond “we need to get moving on this!”
Consider this: for companies who have made the shift to electronic communications, paper itself becomes a novelty. When something is distinctive, it tends to attract (you guessed it) attention. After a while, printed materials start to feel important. For example, an organization who completes benefits enrollment online for its employee population might consider sending a postcard to employees alerting them about their limited enrollment window. Similarly, electronic newsletters might be adequate for providing company information, but if a significant benefits change is on the horizon, an actual letter from company leadership to explain and stand behind the change might resonate better with employees.
Most communicators will tell you that a mix of mediums is key to reaching diverse audiences. The same holds true for the use of paper when delivering benefits communications, even when considering a mostly paperless strategy. There’s something to be said about using paper when it makes sense.
There are a number of other considerations that could lend themselves to an argument for – or against – truly paperless benefits communications, so we’d like to hear your thoughts.