While benefits documents are important, they aren't exactly a great read. They're often dense and technical, full of jargon, and peppered with legalese. If you want employees to be more engaged with and appreciative of your offerings, consider these two benefits communication trends:

TREND 1 | Take communication risks

"If I use humor," some benefits administrators worry, "I may offend someone." Or, "Our attorney says we have to use this language."

Recent analysis by the marketing research firm, The Futures Company, shows that to influence employees about health and wellness, materials should be designed for an audience that is time-starved, demands information that's to the point, wants to be entertained, and is tech-savvy. That means concise messages, compelling words and images, and a variety of media.

TREND 2 | Think outside the brochure

Social media is an effective way to communicate with employees about benefits. It promotes a sense of community and shows transparency. Obvious examples include Twitter^® and Facebook^®. But if you're not comfortable using these platforms for employee benefits, add social features to the benefits pages on your company intranet. Consider microblogs, spot polls, and the ability to rate or review online content.

Gamification is another big trend in benefits communications. For example, many companies entice workers to participate in wellness programs by awarding points and incentives for accomplishing wellness behaviors. The City of Charlotte, NC nearly doubled its wellness program participation through gamification.

There are no zzzzzzzs in benefits

Your organization invests a lot of money in benefits. Make sure employees fully appreciate all you’re doing for them. Look to the advertising world for examples of what gets people's attention. Marketing communications are bold, bright, compelling, social and fun. And, they work.