Plan a benefit change as a behavior change
Use ADKAR to plan communications and supports for a benefits change.
The move: diagnose the stage of change before choosing the communication. ADKAR is useful because it treats change as a sequence of outcomes, not one announcement. Employees need awareness that something is changing, desire to pay attention, knowledge of what to choose, ability to complete the task, and reinforcement that the choice was processed. Benefits teams often overuse awareness. Another reminder may raise open rates, but it will not fix a confusing comparison chart or a portal step that employees cannot complete. Match the support to the gap. Use this quick diagnosis: if employees say 'I did not know,' build…
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