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Tailor benefits messages to employees’ ages, circumstances

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When it comes to effectively communicating benefits messages, one size does not fit all. Employees have different benefits needs at different stages of their lives. Make sure your print and web-based benefits communications efforts take those differences into account.

Tip: Divide your employees into these groups and create a different campaign for each one:

Young singles at the beginning of their careers. Child-free twentysomethings often opt out of life insurance, disability coverage and even the health plan. Who needs those benefits when you’re healthy and have no dependents, right?

Message: Who’s going to pay off your college loans or cover your medical bills should a tragedy occur? Just because your parents co-signed for your loans doesn’t mean they should be stuck paying them off.

Employees starting their families. Young parents’ paychecks are stretched thin enough without the expense of insurance premiums.

If you’re relying on two incomes to pay the mortgage and support the kids, know that it could all come apart if one of you were to die or become disabled.

Mature employees with families.
The sandwich generation has to provide for their own children and still be able to offer care to aging parents.

Message: If your parents count on your support and assistance, be sure to consider their ongoing needs when you plan benefits to help you deal with the unexpected.

Mature, single employees.
These employees may have caregiver responsibilities too—for parents and even siblings who depend on them for rides to the doctor, home care when they’re ill and the occasional grocery run.

Message: Replacing those services could be expensive if another relative isn’t available to step up in the event you become ill or die.

Women, especially single moms.
More women than men are underinsured.

Choosing benefits wisely can help ensure that your children can keep their home and go to college if something happens to you.

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