EVALUATING THE CHANNELS USED TO COMMUNICATE THE BENEFITS OFFERED TO A MULTI-GENERATION WORKFORCE
Organizations over the years have found it challenging to develop strategies that keep employees engaged, increase productivity and minimize attrition. This becomes even more challenging for organizations with multigenerational workforce. Many Organizations can consist of up to five generations of workforce each with their respective ideologies, attitudes, values, beliefs as well as expectations. Time and money is invested in developing the right benefit package for employees and this will not reach the last mile if it’s not communicated in a strategic manner. Different channels are used is communicate about benefits package to employees and In a Multigenerational organization, these offerings have to be communicated differently to the different generation cohorts to ensure maximum impact.
Data was collected through qualitative interviews, on the effectiveness of various communications channels used with the different generation cohorts in the MNC’s under study. This interview was conducted to gain insight on what each stakeholder feels about how effectively the benefits are communicated to them and to understand any challenges or bottlenecks in the process. Moreover, a survey was also conducted on a multi generation workforce to rate the effectiveness of the benefits communications they received.
Whilst it is important to personalize and target communication to the different generation, there are practical challenges when the organizations are addressing a large workforce from different generations. There should be an effort to segment groups into a few manageable clusters based on communication preferences of employees.
This study explores the theory of generation cohorts and the differences in values and behaviors of each cohort. Organization’s understanding of workforce generations will help them design strategies and policies that impact the employee’s value systems and get them more engaged and connected with the organization