Human Resource Management 15th Edition by Robert Mathis,John Jackson,Sean Valentine ,Patricia Meglich

Exercise 1

The Limited Taps Technology to Communicate Benefits
Employees' satisfaction with their benefits is driven in part by a company's ability to effectively communicate available services and opportunities. A number of companies are now relying on technology in the form of social media and employee blogs that provide employees with important information about their benefit options. These technology-based strategies can be further supported by reaching out to employees with more traditional forms of communication.
The Limited, a medium-sized women's apparel retailer located in the United States, is one company that has adopted these approaches. Since the firm has thousands of employees spread across many storefronts located in 42 states, it had to develop a way to communicate appropriately about benefits in a way that would be appreciated by its workforce, which tends to be young and female. It was decided that all communication content would be developed in house to minimize costs. Messages focus on how to develop healthy lifestyles such as eating better and minimizing stress, as well as how to improve financial well-being.
Another important part of The Limited's benefit strategy focused on using social media to enhance communication with employees. This was a practical approach since employees used blogs, Facebook, and other forms of online communication. The approach also enabled the company to contact individuals on a more frequent basis to provide them with up-to-date information about benefits, and it provided employees with instant access to benefit support. For instance, some of the available options included around-the-clock access to physicians, assigned health consultants, and support for child-related matters.
The Limited also created a program called Total Value of Health that educates employees about their benefits. A website, benefit guide, blogs, and newsletters were all offered to better inform individuals. These communication efforts have resulted in greater familiarization with, understanding of, and utilization of the company's benefits. They also demonstrate how well technology can help HR professionals promote benefits to employees.
How would you evaluate The Limited's approach for communicating information about benefits to its employees? What might you have done differently if you were an HR professional in the company?