From the December 2008 issue of Ceridian Connection

Make the most of the benefits your company already provides
In this challenging economic environment, companies want to make the most out of every dollar they are spending on benefits. Gains can be realized by ensuring that all employees are using their benefits to the fullest extent. Brochures, posters, magnets and Web sites that promote available employee assistance, as well as health and wellness programs, can increase utilization of these programs -- especially when they are compelling, award-winning materials.

"When developing end-user tools, we primarily listen to our customers," says Meg Tunnicliffe, Ceridian end-user communications manager. "We ask a lot of questions, such as what worked in the past and what didn't, what are the industry as well as global trends and what are we hearing from our LifeWorks consultants and account executives."

Trend toward online delivery
The expectation in the marketplace is that end-user tools should be easy to use and access. These criteria are more important in today's hectic environment. Everyone looks at how to gain efficiencies and still offer several communication options.

According to Tunnicliffe, people are more interested in electronic communications than they were 10 years ago. However, there is still a need for printed materials in certain environments -- manufacturing and service are examples. Whatever the medium, materials need to attract peoples' attention fast and provide information in a clear, straightforward format.

When developing print materials, the "green" trend is growing in popularity as well. For example, Ceridian uses recycled paper and prints posters on both sides. Customers may receive four general awareness posters on two pieces of paper. The posters can simply be turned over to display a new message. Environmentally friendly Agri-based inks and vegetable-based solvents are also used during print production.

New eMarketing Web site
In 2008, Ceridian launched its new eMarketing Web site, www.lifeworkshr.com. The site is accessible through the LifeWorks Web site and focuses specifically on end-user materials. Through this microsite, customers can access standard end-user materials as well as supplemental promotions, featured tips, customer communications, calendars and upcoming events. "By having our communications in one place, we hope to make it very easy to find additional promotional information and to build more awareness around all the vehicles offered," says Tunnicliffe.

Ceridian's interactive and colorful microsite gives HR professionals and customer contacts one place to see all the different ways to promote the LifeWorks EAP. It also helps build a sense of community and gives individuals a way to send in feedback directly. Tunniclife adds, "Our customer contacts have told us they like the site because they do not feel alone. They know someone at Ceridian is listening and there are other folks in similar positions using the site."

Well received by customers, the microsite has earned recognition from other sources as well.

Award-winning materials
Ceridian's eMarketing Web site has earned several awards recently. The Gold Spotlight Award, from the American Communication Professionals (LACP), honored the annual LifeWorks reminder campaign that included a brochure, wallet card, posters and calendar posters.

Ceridian was also recognized for its collateral in the Top 100 Communications Materials of 2008, ranking second overall in its class. With more than 1,250 submissions, the score of 96 out of 100 was highly encouraging and a testimonial to the quality of the communications tools available to customers.

"Our customers and the feedback they provide have truly helped make our communications better, and the award experience further validates our ability to understand the needs of the end user," says Tunnicliffe.

To help client companies promote an EAP to employees, Ceridian provides annual print campaigns, monthly and supplemental communications to support orientation and rollout information for new programs.

Read more about how Ceridian's LifeWorks employee assistance programs (EAP), health and wellness or work-life programs can help your company maximize your benefit dollar.