“For Generation Z – the young people just starting to enter the workplace – if they can’t do it on an app in five minutes, they aren’t interested,” says Paul Wilson, head of employee benefits consulting at Barclays Corporate & Employer Solutions. That means companies have to get smart about how they communicate their benefits offerings.
QR codes – codes that when scanned with a smartphone allow the user to access content – are just one way of doing this. If you’re producing posters or other printed literature to promote the benefits scheme, why not consider incorporating them, says Farrell from Lorica. “If it recognises their phone number, the content can even be tailored for the recipient,” he says. “Or you can ask a couple of simple questions to direct them to relevant elements of the reward programme.”
“Companies are using more social and electronic media and being more sophisticated around their reward communications. That allows them to gear their communications towards each group.”
And the beauty of QR codes? Even if you don’t want to engage using a smartphone, there’s still a good, old-fashioned poster to look at.
