The Power of Visual Communication
Humans are visual creatures. We process visual information muchfaster than text, and we’re more likely to remember what we see. In fact, one study found that people can recall 65% of visual content three days later, compared to only 10% of written content. This makes video an ideal medium for explaining complex topics like health insurance, which often involve a lot of jargon and technical details. By using visuals, animations, and real-life examples, HR can break down these complex concepts into bite-sized pieces that are easier for employees to understand.
Studies have shown that video can be highly effective in educational settings. One study found that students rated video discussions significantly higher than text-based discussions for communication that was positive, accurate, and free-flowing. This suggests that video can help create a more engaging and interactive learning experience, which can be particularly beneficial when it comes to explaining health benefits
Benefits of Using Video for Health Benefit Communication
Using video to communicate health benefits offers several key advantages:
- Increased Engagement: Videos are more captivating than traditional written materials, capturing employees’ attention and making them more likely to pay attention to the information.
- Improved Comprehension: Visuals and storytelling can simplify complex concepts, leading to better understanding of plan options and benefits. One study even measured learning performance by comparing pre- and post-test results, demonstrating that video can significantly improve knowledge retention.
- Enhanced Recall: People remember information presented visually much better than text, leading to better retention of key details.
- Greater Accessibility: Videos can be accessed anytime, anywhere, on various devices, making it convenient for employees to consume information at their own pace.
- Increased Transparency: Video allows HR to communicate authentically and build trust with employees by putting a human face to the information.
- Cost-Effectiveness: While there are costs associated with video production, it can be a more efficient way to reach a large audience compared to in-person meetings or printed materials. Furthermore, video can improve employee task completion and engagement, leading to increased productivity and a positive return on investment.
- Personalization: Video allows for tailoring messages to specific demographics. Research has shown that emotional responses to health video communication can be influenced by factors like age and gender. This presents an opportunity for HR to create targeted videos that resonate with different employee segments.
Potential Challenges of Video Communication
While video offers numerous benefits, it’s important to be aware of potential challenges:
- “Zoom Fatigue”: Excessive use of video conferencing can lead to fatigue and burnout, especially in remote work environments. HR professionals should be mindful of this and use video strategically, balancing it with other communication methods.
- Self-Esteem and Affect: Studies have shown that video communication can impact self-esteem and affect, particularly when individuals are more aware of their own appearance on screen. HR should be sensitive to this and create videos that promote inclusivity and avoid triggering negative self-perception.
To mitigate these challenges, HR can:
- Vary Communication Methods: Use video in conjunction with other forms of communication, such as email, newsletters, and in-person meetings.
- Keep Videos Concise: Avoid lengthy videos that can contribute to fatigue. Aim for shorter, focused content that delivers key information efficiently.
- Promote Positive Self-Image: Encourage employees to focus on the message and content of the video rather than their appearance.
Ways to Utilize Video for Health Benefit Communication
Moving from the benefits of video to its practical application, HR professionals can leverage video in a variety of ways to communicate health benefits:
Explainer Videos
Create engaging animated or live-action explainer videos that explain different plan options, coverage details, and key terminology in a clear and concise way . For example, a video could use animation to illustrate how a deductible works or explain the difference between an HMO and a PPO. These videos are particularly useful in the “consideration stage” of the buyer’s journey, where employees are evaluating their options and need clear information to make informed decisions. Animation can be especially effective for conveying abstract concepts in a fun and engaging way.
Benefits Overviews
Produce short videos summarizing the overall benefits package, highlighting key offerings and employee value proposition. This could include information on health insurance, retirement plans, wellness programs, and other employee perks.
Employee Testimonials
Feature employees sharing their positive experiences with specific benefits, such as wellness programs or telemedicine services. These testimonial videos can add authenticity and credibility to the communication, showing the real-life impact of the benefits.
FAQ Videos
Address common employee questions about health benefits in a video format, providing clear and concise answers. This can be an efficient way to address recurring questions and reduce the burden on HR staff.
Enrollment Guides
Create step-by-step video tutorials guiding employees through the enrollment process, ensuring a smooth and efficient experience. This can be particularly helpful for new hires or during open enrollment periods.
Wellness Program Promotion
Develop videos showcasing the benefits of participating in company wellness programs, featuring employee success stories and healthy living tips. This can encourage employees to prioritize their health and well-being
Personalized Videos
Use video platforms to create personalized messages for individual employees, tailoring information to their specific needs and circumstances. This can be a powerful way to engage employees and ensure they receive the most relevant information.
Integrating Video into a Broader Communication Strategy
To maximize the impact of video, HR should integrate it into a comprehensive communication plan. This could involve:
- Calendar-Based Communication: Plan video content around key dates, such as open enrollment periods, benefit deadlines, or health awareness months. For example, a video on flu prevention could be released in the fall, while a video on sunscreen safety could be shared in the summer.
- Action-Based Communication: Trigger video messages based on specific employee actions, such as logging into their benefits portal or filing a claim. This allows for timely and relevant communication that addresses individual needs.
Legal Considerations
When creating videos about health benefits, it’s essential to be mindful of legal and privacy considerations. Here are some key factors to keep in mind:
- HIPAA Compliance: Ensure that any videos discussing health information comply with the Health Insurance Portability and Accountability Act (HIPAA), protecting employee privacy. This includes obtaining consent from any employees featured in videos, especially if they are sharing personal health information.
- Accuracy and Transparency: Provide accurate and up-to-date information about health benefits, avoiding misleading or deceptive claims.
- Accessibility: Make sure videos are accessible to employees with disabilities by providing captions and transcripts.
Conclusion
Video is a powerful and engaging medium that can significantly enhance how HR professionals communicate health benefits to employees. By leveraging the visual nature of video, HR can increase employee understanding, engagement, and satisfaction with their benefits package. With careful planning, execution, and consideration of legal aspects, video can be a valuable asset in any HR communication strategy.
To get started, consider Venture as a partner to help communicate your benefits information in a way that is engaging and easy to absorb. Start with a small project, such as an explainer video for a specific benefit, and gather feedback from employees to refine your approach. By embracing video, HR can transform benefits communication from a mundane task into an engaging and informative experience.