MANAGEMENT TIPS

A BETTER WAY TO GET EMPLOYEES TO USE THEIR BENEFITS 

When your company offers employee benefits designed to encourage healthier, more sustainable, or otherwise valuable behaviors, getting people to sign up is only part of the challenge. The harder part is getting employees to actually use those benefits consistently. In some cases, making enrollment slightly more effortful can increase commitment and follow-through. The key is to add friction thoughtfully, keeping it modest and relevant to the behavior you want to encourage.

Add friction when follow-through matters. If a benefit requires ongoing participation, ask employees to make a small initial investment. Have them answer a few questions, respond to a message, or complete another brief step that encourages them to reflect on their commitment.

Make the effort meaningful. Don’t create unnecessary administrative hurdles. Any added step should help employees clarify their goals, preferences, or reasons for participating.

Keep access easy when enrollment is the goal. Friction won’t help every benefit. If success mainly depends on getting employees enrolled once, reduce barriers instead. Before changing a sign-up process, decide whether your biggest challenge is initial participation or sustained follow-through.

Excerpt from Harvard Business review on management