Better communication is essential to increasing benefits, engagement, and employee retention. In particular, HR respondents in SHRM and Fidelity’s research said they are focused on improving deskless employees’ enrollment and utilization of the following benefits:

  • 401(k) and 403(b) retirement plans
  • Health care plans
  • Mental health offerings
  • Professional development programs

Understanding the top barriers and working with an employee benefits agency can help you tailor a benefits communication strategy for your deskless employees.

Barriers

SHRM and Fidelity identified the following as the most significant barriers to HR and employer benefits communications for deskless employees:

  • Limited computer access
  • Irregular shifts and hours
  • Lack of in-person communication opportunities

Among their deskless employees, HR professionals said it’s most difficult to communicate benefits to part-time employees, hourly staff, and employees ages 18 to 34.

Feedback is critical to benefits communications, engagement and use. But the lifestyle benefits company Compt says it can be difficult for deskless employees to share their ideas and opinions. Some rarely interact with supervisors or colleagues because of different work times, shifts and roles. For example, night-shift employees may seldom encounter coworkers.

Deskless employees often move between locations, and some travel frequently. Their work shifts and hours may change throughout the week, and they may work different hours than your HR team (so it’s harder for them to get questions answered).

Deskless jobs appear across industries. Fields with the highest percentage of deskless workers include:

  • Agriculture
  • Cleaning and maintenance
  • Construction
  • Delivery, logistics and transportation
  • Manufacturing
  • Restaurant, service and hospitality
  • Retail
  • Safety and security

The variation within deskless roles makes finding a single communications solution challenging. HR experts recommend a multifaceted communications approach.

Recommendations

Reaching deskless employees requires different solutions. Yet, SHRM and Fidelity found that nearly 70% of HR respondents don’t adapt benefits communication strategies for deskless employees.

The following strategies can enhance your benefits communications efforts.

Prioritize direct communication.

In-person communication is often a missing element for deskless employees. SHRM and Fidelity found that onboarding presentations and one-on-one employer benefits discussions with HR staff are the best ways to increase benefits enrollment and use among deskless employees.

Create time to speak with deskless employees to identify their benefits needs; you may need to get creative with scheduling in order to make this happen. Use surveys, focus groups, and interviews to uncover preferences and gaps. Alternatively, utilizing an employee benefits agency to provide that communication can prove to be successful for you and your team. Data on benefits enrollment and use can provide further insights.

Schedule in-person time to uncover your employees’ most valued benefits. Ask about current benefits and suggestions for new offerings. Align benefits when possible. A staff with a higher percentage of employees facing student loan debt may value reimbursement benefits. In contrast, a workforce with many child care or elder care responsibilities may appreciate caregiver benefits.

Identify communication gaps.

It’s critical to understand your employees’ preferred communication methods. For example, if your deskless employees rarely check emails, you’ll need other channels to reach them.

Compt recommends auditing your current communications. Examine data on:

  • Email opens and click-throughs
  • Survey engagement
  • Benefits enrollment participation
  • User adoption for each communications platform
  • QR code scans from printed materials

Once you’ve identified gaps and best practices, adjust your strategy. Knowing how to get time-sensitive benefits information to deskless employees is essential. Task HR with finding and implementing employees’ preferred communication methods, including phone, text, social media, messaging platforms or email.

Enhance mobile communications. Ensure your benefits information and enrollment are optimized for a mobile-friendly app or website. Deskless employees are often on the move, but nearly all have smartphones. The SHRM and Fidelity research found that 61% of deskless employees primarily use their phones to access benefits information.

A user-friendly interface will improve benefits engagement. Conversely, technology can also be a barrier. The employee experience company Blink uncovered this disparity:

  • 75% of deskless employees use technology for most of their work time.
  • 60% are dissatisfied with their technology.

Online tools and resources should be easy to find, access and use. Your deskless employees need reliable, real-time benefits information and answers to pressing questions, regardless of where they work.

Communicate about benefits throughout the year.

A year-round communications strategy increases your ability to reach and engage deskless employees. A mix of in-person and online resources can expand your reach. Leverage your benefits adviser and vendors to deliver customized information and education in a way that suits their schedules.

For more information, talk to your employee benefits agency. They can help you evaluate your employer benefits offerings and communications strategies to align your resources, the needs of your organization and the needs of your deskless employees.