HRO Today July/August 2014 - 49

The Benefits Packag
Responses from the study show that the most common
approaches to communication are still very basic in
today's multimedia world. The majority of employers use
three approaches to deliver information:
* Intranet (53 percent);
* One-on-one sessions (52 percent); and
* Direct mail (50 percent).
But today, 29 percent of the global workforce is
characterized as 'anytime, anywhere information
workers,' who use three or more devices, work from
multiple locations, and use many apps. Only 3 percent
of employers use mobile, 8 percent social media, and
5 percent richer content such as video, to reach their
employees.
As employees continue to reinvent workplace technology,
the main question will be: How can HR help companies
reinvent themselves to keep up with the changing
expectations of today's tech-savvy talent?
Multinational organizations are also facing challenges in
creating a unified global brand for all of their employee
communication. In fact, 83 percent of studied employers
don't use a global benefits brand to promote their
benefits packages. The opportunity for development
in communications seems clear. The employee journey,
branding, and messaging must remain consistent and
build global identity. This is accomplished through
harmonized, branded reward and communication
programs with the same look, feel, and structure across
all locations.
Employee Concerns
The availability of skilled workers is shrinking. Sectors like
technology and finance that require high skill levels are
already engaged in a war for talent. This war has no end
in sight, as 69 percent of participants believe they'll face a
shortage of qualified workers within the next five years.
It comes as no surprise that 35 percent of companies
are looking to change their recruitment efforts, with 24
percent reporting to hire younger employees, 10 percent
hiring older workers, and 23 percent reporting that they
will rehire retired employees.
More and more, retirees are seen as highly trained people
with a wealth of knowledge. With years of experience,
Multinational organizations are
facing challenges in creating a
unified global brand for all their
employee communication. In fact,
83 percent of studied employers
don't use a global benefits brand to
promote their benefits packages.
there is massive benefit to bringing them back into the
fold. Companies are realizing that retirees can be hired
for a specific project, which calls for different benefits.
For example, older workers are not typically interested in
career advancement-they're interested in fulfilling work
instead.
While it is clear that business practices will need to
change to appeal to both older and younger workers,
38 percent of respondents are struggling to provide a
flexible strategy for these different demographics. Only
4 percent offer on-site child care, and 41 percent offer
nothing for employees caring for an elderly parent.
If companies can have a stronger identity and culture
through employee reward and communication, and
define what a good employee looks like for them, they
can be radical about the age and profile of the employee
they employ.
It's obvious that companies recognize the importance
of developing a strong culture to give them competitive
advantage in the market place. As more research
and reporting is done on the drivers and motivations
underlying global benefits strategy worldwide, it will
be interesting to see how the challenges and solutions
continue to evolve.
Chris Wakely is head of Thomsons Online Benefits North America
The 2014 Global Employee Benefits atch from Thomsons
Online Benefits included more than 150 HR professionals, workin
globally across EMEA, APAC and the USA, from 48 different
industries and covering more than 3 million employees worldwide.
JULY/AUGUST 2014
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[49]
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HRO Today July/August 2014

Table of Contents for the Digital Edition of HRO Today July/August 2014

HRO Today July/August 2014 - 1
HRO Today July/August 2014 - 2
HRO Today July/August 2014 - 3
HRO Today July/August 2014 - 4
HRO Today July/August 2014 - 5
HRO Today July/August 2014 - 6
HRO Today July/August 2014 - 7
HRO Today July/August 2014 - 8
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