Benefits are at the top of that list, of course, and employees value them more now than ever. But, even with the COBRA subsidy shining a spotlight on the cost of medical benefits, it remains a challenge to get employees to understand the full investment their employer makes in their benefits. The two most powerful ways to do that are to get employees to use the programs and to show the numbers.

Get them to use the programs

Ironically, the employees who value their benefits the most are not necessarily the ones with the most generous coverage. They are the employees who use their benefits. A modest benefit program that is actually used is always going to be perceived as more valuable than a really rich plan that's not relevant or helpful.

But, getting the attention of employees and their families takes work throughout the year. You have to frequently remind them about what is available and make it ridiculously easy to take action - especially when promoting typically under-utilized programs like the EAP or wellness benefits.

Encourage employees throughout the year with simple reminders about how and why they should be using their benefits. For one client, a "10 Often-Missed Benefits" flyer did the trick.

We looked at 10 valuable but under-used programs and listed them not by the program name, but by the problem they were solving. "I need to lose 20 pounds before my high school reunion" and "I want to quit smoking" were more attractive headlines than "fitness program" and "smoking cessation." Then, we described the benefit in about two sentences and told employees in simple terms how to enroll or use the program. This was one of the top downloads on their benefits Web site.

Always think about the value of the program from the employees' perspective and what distinct action or behavior you want employees and their families to take. Here are a few examples:

Promote preventive care with tips on recommended screenings and a list of top providers, or link to your health plan's provider directory.

Key action: make a doctors appointment.

Remind employees about wellness programs by giving simple examples of how to use the programs with a link to sign up or enroll.

Key action: sign up for a class or enroll in a program.

Help employees understand voluntary benefits with simple explanations of the plans and links for more information.

Key action: attend a meeting or go online to enroll.

Explain all the ways the EAP can help (well beyond counseling) and link to resources.

Key action: call the EAP or go online for information.

Promote on-site resources or discount programs by showing the ways they can save employees money.

Key action: use the on-site facility or sign up for the discount.

Show the employer and the employee contribution

Many companies let employees know the percentage of payments they pay - "We pay 85% of premiums." - but never reveal the actual number, which speaks volumes. At new-hire enrollment, during open enrollment and during mid-year changes, show both the employer and the employee contribution.

Likewise, if your clients have a print or online total rewards or total compensation statement, remind employees that it is out there and how to "add up" the employer's investment in benefits. These can be great tools for managers too, who are undoubtedly having tough salary conversations this year.

Employees value benefits more now

Health and retirement benefits are one of the most important factors in retaining loyal employees. MetLife's 7th Annual Study of Employee Benefit Trends shows that health, retirement and other insurance benefits are an important factor in employee loyalty, much more so than last year. At the same time, advancement opportunities and company culture have decreased in importance from last year.

Benz, founder of HR communications boutique Benz Communications, can be reached at jen@benzcommunications.com.

Also important:

>> 41% of surveyed employees consider workplace benefits to be the foundation of their personal safety net.

>> 51% of employees now report that they obtain most of their financial products through the workplace.

>>33% expressed concern that their employer may reduce their benefits in response to economic pressures.

Source: MetLife