Development of a Benefits Ambassadors programme to leverage coworker relationships to increase employee knowledge

Employees are often unaware of the majority of benefits available to them. At a large midwestern organisation, a new programme uses interpersonal peer influencers - Benefits Ambassadors - to inform employees about all benefits offered. Guided by Diffusion of Innovations, this research introduces the development of this novel programme, and seeks to identify ideal qualities for recruiting Benefits Ambassadors, and challenges they might encounter. Three data sources were triangulated (an employee survey, survey of Benefits Ambassadors, and an interview with the Benefits Director). Employees only knew about one-quarter of all benefits provided – demonstrating a need for innovative communication approaches. Benefits Ambassadors should possess an interest and excitement toward benefits. Employees’ perceived lack of time, and lack of entitlement for Benefits Ambassadors to address the topic, are key challenges Benefits Ambassadors will face. Lessons learned from the programme’s pilot year indicate greater accountability and measurable outcomes are needed. Recommendations are discussed.