How can you communicate re-enrolment to your members?

To avoid another opt-out, the first priority must be to make the benefits of membership obvious. So before you begin writing to employees, remind yourself of why you need to get in touch in the first place. 

The fact they opted out last time probably means you failed to convince them of the benefits of joining the scheme. That is, they were so unimpressed when they received their first letter on auto-enrolment, they took the necessary steps to leave. 

Yes, it is possible they could not afford to contribute. But when they reach retirement, it is also likely they will regret not paying in. So this time you need to do something different to convince them not to opt out once more. 

This is where you need to put some thought into how you engage with them. For example, if you wrote to them the first time round, this time you should not just rely on a letter explaining the process. 

Shout about company contributions

It is important to promote the value of the company contribution and tax relief that members can benefit from. If you are making valuable contributions to members’ pensions it is like giving them a pay rise, so shout about it. It is good news after all. 

Lengthy letters talking about enrolment criteria, processes and ‘qualifying employees’ will be seen as boring and dull

You should also promote the investment options you provide, as they are likely to offer cheaper annual charges than those in a private pension arrangement. 

The pension freedoms can also be a good way to draw people in. If members know they can save now and take their savings as cash at age 55, they are likely to be happier to re-enrol. No longer are pensions just about saving to provide an income when members retire – they now give members freedom to spend their hard-earned cash how they like when they reach 55. 

So there are plenty of things you should be saying to your members. But to do this, do not just rely on your provider’s standard communication materials to connect to your people. 

Lengthy letters talking about enrolment criteria, processes and ‘qualifying employees’ will be seen as boring and dull. Above all, they will not convince members to change their behaviours. Try a new approach.

Could you run a campaign to all employees, reminding them how good a benefit the pension scheme is? Videos and other digital media can also be a good way to reach members who did not read the printed communications in the first round.

Talk about saving, not just pensions 

And do not just talk about the features of your pension scheme when you reach out to members. Instead, promote the benefits of saving, and encourage them to plan for their financial futures. Ask them if they should be paying more than the minimum, and if they should update their other options – like their target retirement age or investment choice. 

Failure to do this could leave you with an ageing workforce, unable to retire. But if you do it properly you can benefit from better engagement with your staff. This can help create a team of happier employees who are ready to promote their workplace as a good place to be. So, not only are you more likely to retain your valued employees, but you may also find it easier to recruit talent to drive your business forward. 

While you may not think re-enrolment is the most exciting topic to communicate to employees, the way you do it is an important part of your ongoing conversation with them. And like any communication with your teams, it demonstrates how you value them as individuals. 

Bear in mind this can also help promote any internal messages you are sending. So take time to build re-enrolment into your internal communication plans – after all, this is a positive message if positioned in the right way.

Andy Partridge is communications consultant at communication specialist Like Minds