Travel is millennials’ work incentive

Do you know what millennials are looking for in the workplace? Travel and flexibility are among the top 2 as mentioned in the article below by Marlenen Y. Satter.

Original Article Posted on BenefitsPro.com

Posted: October 7, 2016

Millennials have itchy feet.

In fact, their desire to see faraway places is their main reason to work — after, of course, paying basic necessities. According to FlexJobs survey, a hefty 70 percent of millennials say their “overwhelming desire to travel” is their main motivation on the job — that’s just a tad less than the 88 percent who cite that basic motivator: necessities.

Gen X respondents are fond of travel too, but not as much as millennials; 60 percent ranked it as the fourth most important reason for working. And boomers are apparently settling down; just 47 percent ranked travel as fifth in importance.

Not only are millennials wanderers, they want flexibility — up to a point. Freelance work seems to be going farther than they’d like (particularly since at least some of that “flexibility” is really out of a freelancer’s control and in the hands of clients).

Although millennials tend to be more associated with freelance work than other generations, only 42 percent of millennials are open to freelancing as a flexible work arrangement.

Gen Xers actually view freelance work more favorably than millennials, with 47 percent willing to consider it. Forty-four percent of boomers also expressed interest in freelancing.

Flexibility, on the other hand, is important enough to millennials that 82 percent say it’s a factor in evaluating a potential job, and 34 percent have actually left a job because it did not have work flexibility. In addition, 82 percent say they’d be more loyal to an employer if they had flexible work options.

Yet, although they’re the ones most interested in flexibility, millennials are also the generation most required to be at the office to work than older generations: 34 percent, compared with Gen Xers at 26 percent and boomers at 19 percent. Their work schedule — part of that flexibility — is also important to more millennials (65 percent) than it is to Gen Xers (57 percent) or to boomers (62 percent).

Interestingly, though, none of the generations regard the office during traditional working hours as their location of choice for optimum productivity.

See the Original Article Here.

Source:

Satter, M.Y. (2016, October 7) Travel is millennials' work incentive [Web log post]. Retrieved from https://www.benefitspro.com/2016/10/07/travel-is-millennials-work-incentive?ref=hp-top-stories


What Employers Can Learn From Millennials

Great read by Christina Folz on generational communication.

It's a tale as old as time: Middle-aged and older adults kvetch about the next generation and speculate on what this world is coming to. Business author and consultant Jamie Notter recently shared a reference to young adults' lack of respect for elders and poor work ethic—from the ancient Roman philosopher Cicero.

"Every 20 years, a new generation comes into the work world as adults, and we all freak out about it," says Notter, who co-wrote the book When Millennials Take Over (Idea Press, 2015). As the largest living generation, Millennials (those younger than 35) have perhaps borne more than their fair share of scorn.

"We are really mad about how many trophies they got," says Notter, who is a member of Generation X and founding partner of WorkXO LLC. "We're constantly saying they don't get it, they don't know how to work in the real world." In truth, however, they likely understand more about the future of business than others, given that they are shaping it. "They have a lot to teach us," Notter maintains. "We need to shift conversation away from complaining and more toward being curious."

For their book, Notter and co-author Maddie Grant researched organizations that had alignment with the Millennial approach to business. These companies tend to be:

Digital. This is about more than technology. It's a philosophy based on the concept that software must work for the user—by being customizable and constantly updated. "We need to bring that mindset into leadership and business," Notter says. The American Society for Surgery of the Hand, a Chicago-based organization with about 20 employees, shaped its whole enterprise around the needs of employees rather than management—by letting people wear what they want to work, for example—and the organization has experienced off-the-charts engagement as a result.

Clear. "It's not just transparency for transparency's sake," Notter says. "It's about making things visible in order to improve the quality of decisions that get made." Menlo Innovations, a technology firm in Ann Arbor, Mich., pairs two software designers at a single workstation; one comments on the code as the other is writing it, and each pair's tasks are posted on a wall so they know what is expected at all times. "They charge more than competitors and still have people lining up," Notter says. "The product is that good."

Fluid. The hierarchy is still there, but everyone is actively engaged in the organization's mission. At Quality Living Inc. in Omaha, Neb., a rehabilitation facility for people with brain and spinal cord injuries, there is a standing rule: No matter where a person is on the organization's hierarchy, he or she must connect decision-making to the hopes and dreams of the patient. "For this to work, you need to be crystal clear on what defines success," Notter says.

Fast. All the organizations Notter and Grant studied were agile and quick—in part because employees are trusted to make choices themselves. At Menlo Innovations, for example, "decisions get made without e-mail and boring status update meetings," Notter says.

Instead, employees communicate and resolve issues using something Notter referred to as "high-speed voice technology."

In other words, they talk to each other.

Read the original article posted on SHRM.org on July 27, 2016 Here.

Source:

Folz, C. (2016, July 27). What employers can learn from millennials [Web log post]. Retrieved from https://www.shrm.org/hr-today/news/hr-magazine/0716/pages/when-millennials-take-over.aspx


5 rules for engaging millennials in wellness

As wellness programs become increasingly popular, it is important to understand how to get your employees engaged. Dr. Rajiv Kumar lends 6 tips to engaging millennials in your wellness program in the article below.

Original Post from BenefitsPro.com on June 27, 2016

These days, you can’t pick up a newspaper or turn on the TV without hearing a new indictment of millennials.

You know the stereotype: this newest generation of employees is selfish, narcissistic, entitled, and impatient.

I understand where this portrayal comes from — no one admires the guy with the selfie stick — but it’s an inaccurate generalization of my generation.

In fact, a growing body of data has revealed that the millennial generation is more altruistic, socially engaged, and health-minded than our predecessors, making us perfect consumers for employee well-being programs.

The trick is to speak the language of millennials, and as a millennial myself, I’ve got some advice to share.

Here are my five rules for engaging millennial employees in employee well-being programs.

Rule 1: Be legit.

The key to earning the trust of millennial employees is authenticity. Mine is a generation that has grown up with the internet, and thus has a very keen eye for public relations spin, marketing jargon, and advertising. Millennials have grown up truly surrounded by marketing, and they’re a bit immune.

Research has shown authenticity is of utmost value to millennials. 70 percent of millennials will stay loyal to a brand that has earned their trust. And 75 percent view themselves as authentic, meaning that being legit is the truest way to earn that trust.

When you’re considering your well-being benefits, create a brand that resonates and accurately represents your workforce. Use images of real people instead of photo-shopped models. Offer programs that allow people to set their own goals, rather than impose parameters and benchmarks.

Avoid jargon and long detailed benefits explanations. Instead, be straightforward. You’ll telegraph authenticity and your employees will connect with your brand.

Rule 2: Cut to the chase.

The millennial preference for all things direct and convenient is unsurprising given our obsession with authenticity. A marketplace devoid of middle men, where consumers are empowered to make their own informed decisions, is a millennial touchstone. Some of the country’s most impressive consumer companies have tapped into this preference. Consider Uber, Roku, and Airbnb.

The attributes that define the millennial marketplace — speed, convenience, transparency — are the ones that will also shape the future of well-being benefits.

45 percent of millennials say they’re more likely to participate in health and wellness programs if they’re easy or convenient to do. This means that we need to make enrolling in well-being programs straightforward and easy if we’re going to attract the next generation.

Seek out vendors that offer Single Sign On (SSO) integrations to relieve your employees of additional accounts, usernames, and passwords. When possible, offer programs that are flexible — that employees can tackle in their own time, on their own schedule.

This flexibility means programs can easily be accommodated and adopted within an existing or preferred schedule, and your engagement rates will climb.

Rule 3: There’s gotta be an app for that.

An appropriate motto for the millennial generation is “all mobile, all the time.” It may astonish older generations to hear that even a PC is passé to a millennial. Instead, we rely on our phones, tablets, and even our watches for all of the information we need.

Wellness and benefits cannot expect to be an exception to this rule. To remain relevant to millennials, you must allow them to enroll, participate, and access resources from their phone. This is absolutely critical, as millennials have little tolerance for anything else.

The good news is the industry is catching up to these preferences. Many well-being vendors have native apps that employees can download and access through their phones and smartwatches.

When selecting your wellbeing program, find a vendor that is committed to mobile innovation — this trend is advancing rapidly, and you’re going to want a partner that keeps up with the swift pace of mobile invention.

Rule 4: Sharing is caring.

For a generation that is constantly in touch, frequently checking in online, and publicly voicing our opinions, sharing is an important part of millennial life — professional and otherwise. Contrary to the stereotypes, this tendency to “overshare” isn’t just about self-involvement or grandstanding. In fact, sharing opinions, publicly voicing feedback, and reaching out to others serve an important purpose.

More than any other generational cohort, millennials rely on our friends, family, and peers for recommendations and suggestions. This is particularly true in the consumer arena — consider sites like Yelp and Amazon — but it has important implications for well-being benefits as well.

If you’re able to get an enthusiastic group of early adopters to enroll in your benefits program, you’ll likely enjoy a successful ripple effect with millennials. That’s because word-of-mouth is the most effective form of marketing for my generation. This ties back directly to our obsession with authenticity — we trust the recommendations and views of our friends and peers more than the promotional efforts of a corporate department.

When you’re implementing a well-being program, devote time and resources to building a champions network that will get the word out, share updates, and encourage others to join.

This will attract hard-to-engage populations and keep them invested throughout the program duration. Find a well-being vendor that has experience creating champion networks and your program will benefit immensely.

Rule 5: Offer well-being, not wellness.

Unlike previous generations who have used traditional milestones to measure success — climbing the corporate ladder, getting married, buying a house — millennials aspire towards balance, in life and in work. In fact, 97 percent of millennials named happiness as a primary interest. It’s nearly unanimous.

This focus on balance extends to the way millennials conceptualize health, which is much more focused on well-being than previous generations. 72 percent of millennials say they exercise once a week or more, and 95 percent say they care deeply about their health.

For wellness benefits to be relevant to millennials they can’t merely focus on the physical realm of health — clearly, millennials are already on that bandwagon.

Instead, they’ll be drawn to a range of programs that address other ways to find balance and achieve happiness. For example, financial wellness is of great interest to a generation that’s shouldering record levels of debt. My generation would also benefit greatly from emotional resiliency programs, since we are incredibly stressed.

To engage millennials in wellness, you have to extend the definition to embrace holistic wellbeing, incorporating programs that address the multiple factors that contribute to work/life balance, including mental, social, and emotional variables. Companies that adopt this millennial view of well-being will be much more successful in attracting, retaining, and engaging the most powerful generation in the workforce today.

Read the full article at: https://www.benefitspro.com/2016/06/27/5-rules-for-engaging-millennials-in-wellness?ref=hp-blogs&page_all=1

Source:

Kumar, R. (2016, June 27). 5 rules for engaging millennials in wellness [Web log post]. Retrieved from https://www.benefitspro.com/2016/06/27/5-rules-for-engaging-millennials-in-wellness?ref=hp-blogs&page_all=1


Technology, interaction, variety: What Millenials look for in a benefits package

Millenials are thinking differently about their company's benefit packages. Understanding what this growing generation in the workforce is looking for could help with your company's recruiting efforts.

A Millenial is someone born after 1980 and the first generation to come of age in the millennium. Pew Research reports this group will number 75 million this year. That's greater than Generation X and Baby Boomers.

But not all Millenials in the workforce are signing up for a benefits package. The Society for Human Resources Management found that just under half of all Millenials consider their overall benefits package to be very important.

Those that find the benefit package important are likely to offer up these answers when asked about employee benefits, according to benefitspro.com.

"I want choice and variety."

Millennials are accustomed to having access to what they want when they want, especially when it comes to information. They want choices and are often offended by a one-size-fits-all approach. Overall, they look for a well-rounded array of benefits, which may mean that a mix of employer-paid products with supplemental and voluntary products will play an increasingly important role for many employers.

"I want customization and control."

Personalization is highly important to millennials. When they’re offered benefits, they expect those benefits to be tailored to their needs. And, they want control over how they spend their money. While giving them plenty of options puts them in the driver’s seat, too many options may paralyze them. Try to strike a healthy balance by considering a choice of plan designs within a product category, or perhaps core/buy-up options.

"I want true simplicity."

Employee benefits shouldn’t be complicated, and communication is the key. Millennials are looking for simple, clear, easy-to-follow steps, which includes systems that are easy to use. It will be to your advantage to recommend working with a carrier who embraces simplicity and offers varying enrollment strategies. This gives you flexibility in recommending the one that’s likely to be most effective.

"I want interaction and collaboration."

Social is the name of the game for the millennial generation. Peer networks play a huge role in decision-making. Employers would be wise to offer ways their employees can interact and network to get information. Blogs are an important way millennials build trust, gather information and connect. Promote them with your clients. They work.

"I want technology, not paper."

Clearly, the biggest difference between millennials and other generations is their use of technology … and their expectation that technology also be important to others with which they interact. They want to use tools that make benefits easier, such as apps and online portals. And they want alternatives to paper. They trust technology.


How Retirement Advisers Can Engage Millennials

Originally posted by Mike Nesper on June 16, 2015 on ebn.benefitnews.com.

Workforce demographics are changing as more millennials are entering and the baby boomers are retiring. That path to retirement is also changing — defined benefit plans are a solution of the past, leaving defined contribution plans as the major retirement vehicle.

The problem is millennials aren’t contributing enough to their 401(k) plans. “There is a crisis,” Tim Slavin, senior vice president of defined contribution at Broadridge, said recently between sessions at the SPARK Institute’s national conference in Washington, D.C. “Millennials better hurry up and get in a 401(k).”

So what’s the best way to make that happen?

Make it convenient. “We live in the concierge society,” said Debbie Brown, vice president of marketing at Broadridge.

A good way to disseminate retirement information to millennials is via electronic tools like Dropbox, Slavin said. This way, employees can view statements on their time. Sending alerts in emails doesn’t work well, he said, because if not opened immediately, most people forget about them. “It’s not come to us, but we’re gonna go to you,” he said.

Ensuring tools and communication are easy to understand is key, Brown said. “Keep it simple. Make it work everywhere,” she said.

Millennials want information upfront before having a face-to-face conversation about retirement, Slavin said. “They want to get engaged,” he said, and once they are, millennials commit.

Automatic enrollment is a good tool to increase participation among younger workers, Slavin said. “There’s significant traction there,” he said. “The biggest issue is apathy.” That’s why auto enrollment should be paired with auto escalation, Slavin said.

For millennials, saving for retirement can be difficult — DB plans are no longer supplementing DC plans, wage growth is stagnant and many have student loan debt. Still, achieving retirement goals can be accomplished, Slavin said, but employees need to start contributing to their plan as soon as they enter the workforce.

While younger workers might take some time to realize what’s needed to retire, Slavin is confident they’ll come around. “Millennials are smart,” he said. “They’ll catch on.”


Study Shows Impact of Generational Differences in the Workforce

Originally posted by Jennifer Busick on April 3, 2015 on safetydailyadvisor.com.

“This is the most comprehensive quantitative study performed on generations in the workforce,” says Warren Wright, vice president of LifeCourse Associates. Wright adds, “We now know what engages different generations.”

The study included Millennials (age 30 and under), Generation X (ages 31 to 51), and Boomers (ages 52 to 69) who are employed full-time. The survey was conducted through a nationally representative online panel of 1,250 respondents, and was tested again on 4,986 insurance industry employees 2 months later.

Key Findings

  • Generations matter. Nearly three-quarters of respondents agreed, not only that there are important generational differences but also that they “sometimes” or “often” pose challenges in the workplace.
  • Millennials crave mentorship. Nearly a third of Millennials “strongly” agreed that they want to work for an organization that provides an excellent mentoring program, far more than any other generation. Millennials also experience the largest gap between what they have and what they want when it comes to mentoring.
  • Millennials want a social workplace. An overwhelming 68 percent of Millennials agreed that they like to socialize informally and make new friends while at work, about 10 points higher than any other generation.
  • Millennials want to contribute. Nearly two-thirds of Millennials agreed that they like their employer “to contribute to social and ethical causes” that they think are important, vs. barely half of Boomers and older Gen Xers.
  • Millennials and Xers want cutting-edge technology. High shares of both Millennials and Gen Xers “strongly agree” that they “like to work with state-of-the-art technology,” while Boomers rate this as significantly less important. Millennials rate their employers’ performance in this area the lowest.
  • Boomers are mission-focused. Fully 56 percent of older Boomers and 50 percent of younger Boomers “strongly agree” that they want to be “100 percent dedicated to my organization’s mission.” That number declines sharply for older Gen Xers and continues to decline through Millennials, in a remarkable 19-point generational spread.

The report is part of LifeCourse’s new Generational Workforce Audit, a customized research tool to diagnose how generational engagement affects an organization’s bottom line. For more information, visit www.lifecourse.com.

Why It Matters

  • Every generation in your workforce needs to be trained to work safely.
  • Since the generations grew up in different eras, you must use a variety of different training methods to reach every generation effectively.
  • Make full use of a blended learning approach to ensure that employees of all ages can learn to work safely.

Here are 5 things every employer needs to know about the millennials in their workforce

 

Source: Property Casualty 360

At the 2015 Property/Casualty Insurance Joint Industry Forum on January 15 a panel of six chief executive officers agreed that the “millennial question” is a big one for 2015 and beyond.

According to The New York Times, the total number of millennials—those born between 1981 and 1997—will reach 75.3 million this year, surpassing baby boomers (those born between 1946 and 1964) as the largest living generation in the U.S.

There are many myths and stereotypes about millennials, but here are the five factors the the panel CEOs said are the most accurate about this generation as employees.

1. Millennials want openness and inclusion.

Paula Downey, president and CEO of CSAA Insurance Group, said that millennials make up about 25% of her company’s work force. “We need a cultural change to retain them,” she added. “They’re looking for a diverse, collaborative culture."

2. Millennials want a sense of community.

Steven D. Linkous, president and CEO of The Harford Mutual Insurance Companies observed that millennials are attracted to the mutual insurance structure of companies like his, where they can engage the community to “make a difference.”

3. Millennials need reinforcement.

This generation is composed of overachievers and has a constant need for reinforcement, said Thomas A. Lawson, president and CEO of FM Global. They’ve lived with hovering “helicopter parents” who praised their every step, which makes it important to them to know when a boss approves of their work. That approval brings out their best.

4. Millennials want more work-life balance.

“The millennial approach to work-life balance often differs from that of other generations,” noted Christopher J. Swift, chairman and CEO of The Hartford. “They’re also interested in more time off and in working in urban areas with mass transit and reasonable commutes,” he said.

5. Millennials are interested in social responsibility.

This generation has been raised with a strong sense of volunteerism and “giving back” to the community, according to the panel. “Millennials are also more likely to embrace corporate efforts in social responsibility,” Swift said. That’s one reason you’ll see many groups from insurance companies helping out organizations such as Habitat for Humanity or participating in cancer walks.

The efforts to understand millennials are worthwhile, said Lawson, because properly motivated millennials can be valuable employees.

employee-huddle.jpg

 


Millennials under insured compared to other age groups

Originally posted August 27, 2014 by Chris McMahon on https://ebn.benefitnews.com.
Nearly a quarter of millennials, Americans between the ages of 18 and 29, lack health insurance according to a report from insuranceQuotes.com; and 16 percent of all adults do not have health insurance despite the Affordable Care Act’s mandate that all Americans have health insurance.

“A lot has been made of the so-called ‘young invincibles’ who are choosing to forgo health insurance,” said Laura Adams, senior analyst, insuranceQuotes.com. “This could be a costly mistake, especially because this group has easy access to health insurance. Young people typically pay much lower prices to obtain coverage via the health insurance exchanges and can receive subsidies depending on their income. Plus, they can stay on their parents’ health insurance policies until age 26.”

 

Millennials also are less likely than other age groups to own health, auto, life, homeowner’s, renter’s and disability insurance, according to the report. Some of the disparity can be attributed to living with their parents or having fewer assets to protect, insuranceQuotes.com said, but millennials appear to be under insured across all insurance lines.

 

“Fewer Gen Yers are buying houses and more are living at home with their parents,” said Kile Lewis, co-CEO and co-founder of oXYGen Financial, a financial planning firm serving generations X and Y. “But only 12 percent of 18- to 29-year-olds have renters insurance despite the fact that almost four out of five adults under 25 live on their own, and two-thirds of adults ages 25 to 29, rent their homes, according to a report from the Joint Center for Housing Studies of Harvard University.”

Highlights from the report:

  • 95 percent of millennials said their overall financial security is very or somewhat important, almost the same number as consumers aged 30 to 64.
  • 12 percent of millennials have renter’s insurance.
  • 64 percent of millennials lack life insurance. The most common objection is that it costs too much.
  • 36 percent of millennials do not have auto insurance, which could be attributed to declining numbers of young adult drivers.
  • 10 percent of millennials have homeowners insurance, compared to half of consumers ages 30 to 49, and 75 percent of those 65 and older.
  • 13 percent of millennials have disability insurance, compared with 37 percent of those 30 to 49.

“Despite all of this evidence that millennials do not have a lot of insurance, most millennials are confident they are prepared for the financial consequences of car accidents, having their belongings stolen, incurring substantial medical bills or becoming disabled,” InsuranceQuotes said. “Sixty percent of 18-29 year-olds are either very or somewhat confident that they are prepared for those risks; older adults are equally confident in their own preparations.”

The survey was conducted by Princeton Survey Research Associates International, and findings are based on responses from 1,003 adults in the continental United States. Statistical results were weighted to correct known demographic discrepancies; the margin of sampling error for the complete set of weighted data is plus or minus 3.5 percentage points,

 


The surprising big winner when men take paternity leave

Originally posted August 7, 2014 by Bruce Jacobs on https://www.benefitspro.com

The U.S. Chamber of Commerce warns that paid paternity leave will be a job killer, cost businesses too much, increase administrative burdens, and lower wages for workers who have to foot the bill for a perk that not every employee can access equally.

Yet, if paid paternity leave ever becomes a benefit as commonplace as two-weeks’ vacation or a 401(k), the big winner, suggest researchers and scholars in the field, will be business itself.

Though the 1993 Family and Medical Leave Act entitles employees of either gender to take up to 12 weeks of unpaid parental leave to care for a newborn, and the Equal Employment Opportunity Commission recently issued “time for care” guidelines calling for equal parental leave for both genders, new dads are still expected to bring home the bacon, not cook it.

Josh Levs, a CNN journalist, notes that numerous studies have shown that men who return to work after paternity leave are often treated dismissively by their colleagues and bosses, and all too frequently suffer damage to their reputations, reduced job responsibilities, and even demotions.

Levs, who also writes the blog ‘levsnews,” and is working on a book about the male role in parenting, isn’t just venting. When CNN parent Time-Warner denied his request for paid paternal leave, he filed a complaint with the EEOC alleging discrimination against fathers, one of the first suits brought under the new guidelines.

A scant 16 percent of U.S. companies offer paid paternity leave, according to statistics from the Society for Human Resource Management, but loss of income isn’t the main reason why most men don’t take paternity leave. Ridicule from peers, fear of career suicide, and the cultural expectations of a man’s role in society concoct a brew far more potent than money in keeping men wing-tipped and in the conference room.

“There’s still a powerful stereotype that real men work; real men earn wages,” says Brad Harrington, director of Boston College’s Center for Work and Family, and one of the authors of the 2011 study, The New Dad: Caring, Committed and Conflicted. The report found that only “one in 20 fathers took more than two weeks off after their most recent child was born. Only one in a 100 took more than four weeks off.”

That’s beginning to change, particularly among millennials, those born between 1982 and the early 2000s, a cohort of workers larger and potentially more influential on the future of the American workplace than even the huge wave of soon-to-be retiring baby boomers.

Surveys by PricewaterhouseCoopers reveal that 70 percent of millennials place great importance on flexible work environments, as do 60 percent of baby boomers. But unlike boomers, millennials are willing to quit — or sue — if an employer fails to accommodate a balance between work and personal life.

A few cited examples:

  • With no paid paternity leave offered by his company, 34-year-old newspaper reporter Aaron Gouveia stitched together vacation and sick time to be home with his first child. Before his second kid was born, he quit and joined a company that offered paid paternal leave.
  • When Jim Lin, 41, a public relations specialist and publisher of the Busy Dad blog, wanted to take a couple days off to help care of his ailing son, his boss dismissed the request as something Lin’s wife should handle. Lin eventually quit. “I just didn’t want to be in that kind of environment,” he says.
  • Though he didn’t quit his job, New York Mets second baseman Daniel Murphy had to endure withering heat from media big mouths when he missed the first two games of opening season to be with his wife during the birth of his first child.

The increasingly willingness of at least some male employees to take paternity leave will inevitably lead to a necessary cultural shift regarding paternity leave, industry insiders say.

Already, California, Rhode Island and New Jersey have been leaders of this trend by mandating paid parental leave in their states for mothers and fathers alike.

Governors of these three states may be paying heed to some surprising results of a report issued late last year by the World Economic Forum, which conducted extensive research on the global gender gap. Countries that found ways to keep women in the workforce after they became mothers, the study revealed, tend to have the strongest and most resilient economies worldwide.

But that’s not the big surprise: It’s the role paid paternity leave played in strengthening those economies. By offering it, encouraging it, and normalizing it, those countries enjoyed increased commercial vitality.

But why? With more women in the workplace, more women holding advanced degrees, and more women often earning salaries greater than their husbands, women employees are increasingly key to the success of many businesses. Yet, according to a 2007 study, 60 percent of professional women who left their careers after their baby was born said they stopped working because their husbands were not available to share childcare and household responsibilities.

Paternity leave “shapes domestic and parenting habits as they are forming,” writes Liza Mundy, author of "The Richer Sex: How the New Majority of Female Breadwinners Is Transforming Sex, Love and Family." Because men who take paternity leave are developing lifelong habits of shouldering more of the childcare and household responsibilities, she argues, working women can return to their careers confident that they aren’t the only ones responsible — and able — to raise children and maintain a household.

A recent report evaluating a paid paternity leave program in Iceland, in which 90 percent of all father take part, found that three years after the start of the program, 70 percent of parents who live together continue to share childcare and household duties. That’s an increase of 40 percent from the start of the program.

Though research indicates that women, men and children all win in that scenario, the biggest winner is business. Half the workforce — highly educated women — return to their desks, contributing skill, energy and acumen to the economy.


Protecting the next generation of workers with voluntary benefits

Originally posted May 1, 2014 by Andrea Davis on https://ebn.benefitnews.com

As the Affordable Care Act continues to make its presence felt, and as employers look for new ways to control their health care costs and shift more of the responsibility for benefit decision-making on to employees, the role of voluntary benefits is changing. Once viewed as a nice-to-have benefit, some say voluntary benefits should now be advertised and heavily promoted to employees as an important component in their overall portfolio of benefits.

“It’s part of a trend sweeping the industry,” says Chris Hill, CEO of Spotlite, an online enrollment technology company. “This level of [benefits] engagement has never really been required before.”

Rewind a few years to benefit plans with low deductibles and rich benefits and “these supplemental products [were] less relevant,” he says. “Now you’re asking employees to meet a $2,500 or $5,000 deductible and they have to understand how the [health savings account] or [flexible spending account] works with that and why an accident plan, for example, may be complementary to the high deductible plan.”

Millennials in particular can benefit from education about voluntary benefits. While they may view themselves as invincible, they actually have a lot to protect. “They’re not really thinking about all those what-ifs, but probably more than any other generation, they have something to protect,” says Alison Daily, second vice president of clinical and vocational services at The Standard. “They’re very highly educated. A third of them have four-year college degrees, but that comes with a big price tag for them. The average millennial has $29,000 in student loan debt alone.”

And yet millennials are either unaware of voluntary benefits or reluctant to purchase them. Sixty-nine percent of employees age 25-29 don’t own any voluntary benefits, while 71% of those under age 25 don’t own any voluntary products, according to statistics from Eastbridge Consulting Group. Among older age groups, 60% of 45-49-year-olds own some type of voluntary product.

Still, there’s evidence that millenials value voluntary benefits and that the availability of these products may increase employees’ loyalty to the company. According to MetLife’s 12th Annual U.S. Employee Benefit Trends Study, 86% of Generation Y value having benefits personalized to meet their individual circumstances and age.

The challenges of engaging this tech-savvy group are well-known. Millennials have high expectations when it comes to technology and the overall online purchasing process. This is a group that “sends thousands of text messages on a monthly basis,” says Hill. “You’ve got to compete for their limited attention span so those communications need to be highly relevant.”

But for all the talk about how different Millennials are from other generations, Daily believes good communication resonates with everyone, regardless of age. “I think that maybe one of the mistakes people make, or confusion they have, is that the millennials are very different from their non-millennial peers,” she says. “They’re probably not as different as we think.”

Awareness vs. purchase

Still, there are tactics employers can use to better engage millennials in their voluntary benefits, starting with separating the process in their own minds between initial education and purchase.

“You have the initial communication about benefits – what the benefits are, here’s why you should care,” says Hill. Employers should strive for “concise messaging that drives an action and the action you want to drive upfront is getting the employee to learn about what’s offered to them,” he says.

He encourages employers to actively look at email open rates to get a better understanding of subject lines that resonate with millennials. “Relevant information, relevant subject lines, relevant email layouts, relevant electronic communications are going to drive that action,” he says.

Once employers are past that initial awareness phase and on to open enrollment, “you’re adhering to those same principles – how are we going to capture the attention of the user?” says Hill. “Here we actually want to drive decision making about the products.”

It’s that second sale – the actual purchase of voluntary benefits – that gets tricky with millennials, believes Hill, because they tend to say: “I don’t want to call somebody about this product. I want all the information online so I can make a decision. I don’t want to meet with someone or fill out a piece of paper.”

But when it comes to benefits, millennials’ reliance on technology and self-service might be overstated. Face-to-face meetings are still important, even for this generation, says The Standard’s Daily. “I think sometimes [employers] may be thinking it’s got to be glitzy, that they’ve got to text [millennials] or something like that, but really just sitting down with a millennial and going over what these benefits mean … I think it’s the cornerstone to helping them make the right decision.”

The Eastbridge data appear to back up Daily’s assertion. When asked which of several ways they prefer to learn about voluntary benefits, just over half (55%) of employees representing a spectrum of ages chose “speaking with someone in person.” Twenty-one percent, meanwhile, chose “on my own.”

Daily also emphasizes employers shouldn’t feel they have to do all this communication on their own. In fact, she recommends they turn to their benefit brokers and carriers first, before starting any kind of communication program about voluntary. Another tactic, she says, is using peer-to-peer discussions.

“The millennial generation really values recommendations. If you think about looking for a new restaurant you think about Yelp, and the same thing applies to deciding to select disability coverage,” she says. “They’re going to look to their peers to help them make that decision, so having real stories about why colleagues chose to enroll in a benefit may be just what that millennial needs to make that decision to enroll.”

In addition, employers can leverage other successful communication campaigns. “Employers should really think about anything they’ve already done where they successfully communicated to employees and leverage that strategy,” says Daily. “I would look to the leaders of that event and say: ‘What did you do and why did it work?’ Employers may already have some of the skills and they just aren’t thinking about it in that way.”

And while it might seem like a no-brainer, an online enrollment system that facilitates a seamless shopping experience is important for millennials and all employees, for that matter. Not only that, but a mobile site that’s easy to navigate whether employees are using their laptop, iPhone, iPad or Android device.

“If I get an email from Amazon promoting a product I really want and I click on that email and then go on a wild goose chase to find that product, you’re going to lose users and buyers,” says Hill, who also cautions that all the benefit communication in the world is for naught if the buying experience isn’t simple. “If I do a great job communicating these benefits to millennials and then they have to go on to a system that looks like it was built in 1995, and the initial communications are very different than the actual purchase experience, we think that’s really bad. You’re going to lose millennials, who are used to things being easy.”

Among Spotlite’s clients, about 15% of employees use a mobile device to shop for benefits. As mobile devices and smartphones get more sophisticated and make inroads among older generations, Hill only expects this to grow. “Mobile is necessary. It’s something you have to have,” he says. “Enrollment needs to be easy for the end user. So you make it easy by offering it on a computer or a mobile device. It’s a necessary access point for individuals.”