Improving Employee Benefits Engagement Through Communications
16
Nov 2023
CPHR Alberta
133
Author: HUB International
Workers can’t engage with benefits they don’t know about or how to use. Yet communications and engagement with benefits can often be an afterthought to an organizations’ overall strategy when the ultimate goal is to drive quality employee experiences.
Getting it right can have a huge payoff. And there’s indications that benefit plan sponsors and members know targeted communications are key: Nearly eight out of 10 Canadian plan sponsors are interested in sending targeted benefits communications to plan members, while 62% of plan members would consent to receive targeted communications based on their personal use of benefits. 1
Delivering strong co
mmunications
The best recipe for strong communications for engagement with benefits starts with identifying the audience — not only who works at an organization, but speaking to the stage of life they’re in, knowing what benefits they may resonate with and what type of platforms are best for delivering those messages.
Often, how communications are delivered is as important as what’s being said. Workers need to access information on their terms, rather than having information dumped on them. This often overlooked aspect of communication is key to appreciation of the employee benefits program.
Consider some of the factors that need to play into the communications strategy:
Improving employee benefits engagement through insights
Because employees are often segmented into large categories, it inhibits an organization’s ability to target communications. For instance, simply dividing employees by age does not mean each person in a given age group will respond to a certain message or type of communication.
Such segmentation does not account for a person’s lifestyle, motivations or where they are in their career that influence their preferences on benefits.
Generational segmentation is one, of course. But not every Millennial has the same hot buttons or interests, and not every Boomer is a technological laggard. Understanding employees’ needs at any given time of their lives through persona analysis
helps identify the right benefits and communication opportunities to generate engagement.
Access on demand and related issues
Good communications creates trust, but what exactly is “good”?
Good starts with delivering information on employees’ terms, making information easy to find and in a format that suits them. Service portals and web guides will have higher usage if the portals have mobile components that appeal to certain workers.
To boost employee benefits engagement, organizations need a multi-channel communications strategy, aligned to the employee population’s interests and preferences. Choosing the right channels is important: For example, 75% of employees would rather view a video explaining benefits than read an email or text.2
Language and tone are important
And finally, language is important. What people want is information on their terms, that doesn’t stereotype or make assumptions about them.
It usually entails straightforward and short sentence structure and verbiage; simplicity is best. Communications that seemingly embrace a stereotype (“You will like these benefits because you’re in XYZ group”) or that is too general (“Employees in your age group”) are less likely to resonate.
HUB International’s employee benefit specialists consult with employers of all sizes and in all industries on every aspect of employee benefits program planning and management.
1 Sanofi " The 2020 Sanofi Canada Healthcare Survey ", 2020
2
Vimeo, “ 2021 Communications statistics in the workplace,
” May 18, 2021.
The views and opinions expressed in this blog post belong solely to the original author(s) and do not necessarily represent the views and opinions of CPHR Alberta.
The views and opinions expressed in this blog post belong solely to the original author(s) and do not necessarily represent the views and opinions of CPHR Alberta.
Your current CPHR Alberta Board of Directors selected a slate of two (2) strong candidates to fill the current Board vacancies from a talented pool of applicants. The nomination process began in late 2025 with a call for applicants. The applications period ended on January 9, 2026. The responsibility of reviewing all applications sits with the Human Resources Committee of the Board. All applicants were reviewed in full, and based on the established selection criteria, a short-list was identified and interviewed. Following interviews a proposed slate was developed and presented to the Board, with the final slate generated for your consideration. The 2026 slate of Directors are Adediwura (Wura) Odiase and Terri Davis. These applicants reflect the skills, experience, and qualifications to supplement the existing Board of Directors and to guide the association into the future and to serve you, the members. 2026 Slate: Adediwura (Wura) Odiase - Click here to watch Wura's introduction video. Terri Davis - Click here to watch Terri's introduction video. Read more about our 2026 slate of directors here. How to Vote Only Chartered and Retired members can vote. Open the email you receive from CPHR Alberta via Simply Voting , read the bios, and vote yes or no to the slate. The voting website is available from March 2, at 1 PM MST until March 13, at 12 PM MST. The Simply Voting email contains your elector ID and password, which is needed for you to cast your ballot. If you do not see an email from CPHR Alberta via Simply Voting ( vote@simplyvoting.com ), please check your junk mail and spam filters. If you experience any technical difficulties in accessing the voting website, please email Heather McMaster at for assistance. On behalf of the CPHR Alberta Board of Directors, thank you in advance for your participation in the 2026 CPHR Alberta Board of Directors Election. We look forward to seeing you online for our Annual General Meeting on May 7. Registration will open in April, watch your email for more details.
Author: Taia Northrup, 2026 Social Media Committee Member International Women’s Day is a time to celebrate the achievements of women, recognize the barriers that still exist, and renew our commitment to advancing equity in the workplace and beyond. Across industries, women continue to shape organizations, strengthen communities, and lead innovation. In the HR profession especially, women play a vital role in designing inclusive workplaces, fostering culture, and driving meaningful change. Today, we celebrate those contributions — and acknowledge the responsibility we share in continuing to build equitable environments where everyone can thrive. Creating Workplaces Where Women Thrive Celebrating women’s achievements also means creating environments where future leaders can grow. Equity is not about identical treatment; it is about ensuring access to opportunity. It is about removing systemic barriers and fostering workplaces where individuals are supported in reaching their full potential. Organizations can take meaningful steps by: Actively monitoring representation across levels of leadership Conducting regular pay equity reviews Encouraging inclusive leadership training Amplifying diverse voices in decision-making spaces Recognizing and valuing different leadership styles Moving Forward Together At CPHR AB, we recognize the important role HR professionals play in advancing equity across Alberta’s workplaces. By embedding fairness into our policies, embracing inclusive leadership, and thoughtfully integrating technology with people-first values, we can continue to shape a future of work that is both innovative and inclusive. Progress happens when intention meets action. This International Women’s Day, we celebrate the resilience, leadership, and achievements of women across our profession and our communities. We also reaffirm our commitment to building workplaces where every individual — regardless of gender — has the opportunity to contribute, lead, and succeed.
We’re excited to congratulate the CPHR Alberta 2025’s scholarship recipients! Each year, these awards help us recognize emerging HR talent and support students who are taking meaningful steps toward their future in the profession. CPHR Alberta scholarships play an important role in easing financial barriers, celebrating academic achievement, and connecting students with the professional community that will support them as they work toward earning the CPHR designation. Below, meet this year’s outstanding recipients. CPHR Alberta’s Eldon Emerson Scholarship: Undergraduate Award Created in 2021, the Eldon Emerson Scholarship honours Eldon’s exceptional leadership, contribution, and passion for the HR profession. Eldon received the Fellowship Award in 2013—one of the highest honours in our community, recognizing exemplary service and impact. 2025 Eldon Emerson Award Winner Chine Rajafa CPHR Alberta’s Diploma Scholarship: Undergraduate Award Launched in 2023, the Diploma Scholarship supports student members enrolled in a 2‑year HR diploma program. Recipients show strong academic performance, community involvement, and a clear commitment to the HR profession and the CPHR designation pathway. 2025 Diploma Scholarship Award Winner Mehar Kaur Follow Their Journey We encourage you to connect with Chinenye and Mehar on LinkedIn and support them as they begin their HR careers. A simple follow, message, or connection can go a long way for emerging professionals. Watch for 2026 Scholarship Dates The next intake period for CPHR Alberta’s Scholarship Program opens Fall 2026. Follow us on LinkedIn and Instagram for updates. Become a Student Member Whether you're studying in an accredited HR program or building your skills through part‑time, continuing education, or bridging programs, CPHR Alberta has a student membership option designed to support your path into the profession. Joining as a student member gives you access to resources, events, and a community that can help you take your next step with confidence. Learn more and join
