The document discusses using behavioral science to design employee benefits programs. It notes that employees face many limitations like memory, attention and willpower when making complex decisions. It then outlines six key obstacles (cue, reaction, evaluation, ability, timing, execution) that can constrain employee action in selecting benefits. The document proposes analyzing employee needs, crafting benefits to meet those needs, testing the design, implementing it, observing the results, and navigating challenges through a behavioral lens. The goal is to facilitate employee action and choice by understanding and addressing the psychological and behavioral factors that influence decision making.
6. Employee Context is Vital
What’s Going On?
1
2
Too many choices
Countless product options
Choice overload
Time
Work, love, play
Never urgent
It Makes Us Feel Bad
Employees
3
Scary realities; Deprival
Lots of baggage
It’s Hard to Maintain
We’re usually acting
on instinct & habit
Temptations abound
4
7. Next Up – How employees decide
1
Introduction: so many limitations…
2
How employees decide about benefits
3
Practical Exercise
4
A behavioral approach to benefits
25. Timing
1
2
3
4
How can you create urgency?
“...If you sign up by 7PM today,
you are eligible to win a free
iPad mini!”
“...If you are one of the first 100
people to sign up, you are
eligible to win a free iPad mini!”
26. Timing
1
2
3
4
How can you create urgency?
7.5% clicked
“...If you sign up by 7PM today,
you are eligible to win a free
iPad mini!”
9.6% clicked
“...If you are one of the first 100
people to sign up, you are
eligible to win a free iPad mini!”
13.1% clicked
31. Obstacle:
Cue
Try This:
Tell the Employees What the Action Is
TechniquesMake It Clear Where to Act
Clear the Page of Distractions
Reaction
Make Site Beautiful and Professional
Deploy Social Proof
Display Strong Authority on the Subject
Be Authentic and Personal
Evaluation
Prime Employee-Relevant Associations
Leverage Loss Aversion
Use Peer Comparisons
Run a Competition
Avoid Cognitive Overhead
Avoid Choice Overload
Avoid Direct Payments
Ability
Elicit Implementation Intentions
Default Everything
Lessen Burden of Action and Information
Deploy (Positive) Peer Comparisons
Timing
Frame text to avoid temporal myopia
Remind of prior commitment to act
Make it scarce
1
2
3
4
32. Next Up – Practical Exercise
1
So many limitations
2
How employees decide (or not) about benefits
3
Practical Exercise
4
A behavioral approach to benefits
34. Next Up – A Behavioral Approach
1
So many limitations
2
How employees decide (or not) about benefits
3
Practical Exercise
4
A behavioral approach to benefits