A riddle...

There are two men, who live in London.

They were both born in the same year, 1948.

They are both wealthy.

They enjoy similar pursuits: International travel, sports cars and fine wine.

They both have children, and have both been married more than once.

They sound pretty similar, right? And if they were both a bit younger, and your employees, you’d probably consider it a no-brainer to send both these gentlemen very similar messages about their pensions.

There’s just one problem…

One of these men is singer Ozzy Osbourne, and the other is Prince Charles.

It’s an old gag, but the point is serious.

Despite sharing very similar demographic profiles, and even, on the surface, having lots of interests in common, they are very different personalities.

One is an aging rocker and rebel who has led a wild life. The other is as conservative as they come.

It’s hard to imagine that they would respond to the same comms messages (about anything…).

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It’s a similar story with your staff.

Many companies send out one-size-fits-all messages about pensions.

If you currently segment your audience at all, it’s probably by demographics. Older employees who are approaching retirement get one message, younger employees get another.

But just because they fall into the same age bracket, it doesn’t mean that your staff share attitudes to money, to savings, to spending, to pensions or to anything at all, really.

They may have vastly different sensibilities and concerns…

Different emotions about their financial situation…

...different values when it comes to money…

…and messages that appeal to one could actually alienate the other.

So, how can you know what really matters to your staff when it comes to money and savings?

And how can you tailor your comms in a more effective way, without creating lots more work for yourself?

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Over the summer, we surveyed over 2,000 UK employees, to explore their financial attitudes, beliefs, behaviours and most importantly, their communications needs.


The results were intriguing – and we’re going to share them in a series of interactive workshops for HR and pensions professionals.

They are taking place across the country in October and November.

And the good news is: You’re invited!

The workshops are designed to be super-practical.

So, not only will you get exclusive access to the results of the survey…

...you’ll also get a clear framework for structuring your pensions comms, and come away with ideas you can apply at once, about how to adapt your pensions comms going forward.

Because of the format, spaces are very strictly limited – so don’t wait:

Book my place right now

Posted by Steve Butler

Topics: Workplace Savings, Employee Communication, Employee Engagement

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