Start with a Clear, Positive Message: Introducing a new pension scheme represents a significant change in how employees’ end-of-service benefits are handled. It’s crucial to frame this change in a positive, employee-centric wayfrom the outset. Communication should lead with the benefits to employees: improved financial security, growth of their savings, and access to new tools and protections. For example, an announcement might say, “We are excited to enhance your benefits by launching a new End-of-Service Savings Plan in partnership with HAYAH, which will help you build a stronger financial future.” Position the change as the company investing in its people. Avoid jargon initially – instead of “defined contribution pension,” say “a personal retirement savings account for you.”
Employees will naturally have questions and maybe some anxieties (the unknown can be unsettling). The first communication (e.g., an email from the CEO or HR head) should acknowledge this: “You probably have questions – here’s what this means for you.” Keep the tone reassuring, indicating that this is an upgrade, not a loss. Specifically address that their accrued gratuity rights so far are protected and will not disappear
And that going forward their entitlement will be even better because it earns investment returns.
Use Multiple Channels and Repeat: Effective communication uses a mix of channels – email, town hall meetings, FAQs documents, intranet articles, and even one-on-one sessions if needed. Start with a company-wide meeting (virtual or in-person) where leadership explains the why, what, and how. Visual aids can help here: perhaps a simple slide comparing old vs new, or a short video that narrates the change. HAYAH can often support these town halls by providing a presenter or materials. In fact, HAYAH’s team can co-host sessions to lend expert credibility, answering technical questions employees may have.
Follow up the meeting with an email that includes a Frequently Asked Questions (FAQ) document. The FAQ should cover: What is this scheme? Why is the company doing this? Do I have to do anything? What happens to my existing gratuity? How can I track my savings? Who is HAYAH? etc. HAYAH likely has template FAQs from their experience that can be customized to the company’s context, which ensures accurate and comprehensive information.
Repetition is key because not everyone will absorb everything at once. Over the first few months, include reminders in internal newsletters or on digital noticeboards: e.g., “Did you know? With our new pension plan, you can check your balance anytime on the HAYAH app.” This keeps the change front-of-mind and encourages engagement. It’s often said an employee needs to hear something 3-5 times in different ways to fully register a major change, so plan for a communication campaign, not a one-off announcement.
Tailor the Message to the Audience: While core information must be consistent, consider tailoring nuances to different groups:
Senior management: They might focus on how it aids retention and aligns with company values. Likely they are already on board, but arming them with talking points so they can champion the plan in their teams is good.
Mid-career employees: They might ask, “How does this help me now? I’m far from retirement.” Emphasize growth of savings, ability to withdraw voluntary contributions if needed, and that starting now yields bigger benefits later (perhaps show a compound interest example relevant to their age).
Employees near retirement: They may worry about any change so close to leaving. Emphasize that their existing gratuity is preserved and the new scheme will just continue growing it until they retire, possibly giving them more than the fixed gratuity would have
Also, inform them about decumulation options – that HAYAH can help them convert their savings to income when they retire, if they wish.
New joiners: For someone who’s just joined or will join, incorporate the pension scheme introduction as part of onboarding. Present it alongside salary, medical insurance, etc., as part of the standard package.
Language and cultural sensitivity matter too. Given a diverse workforce, ensure translations if needed (Arabic is an official requirement for many communications; other languages like Hindi or Tagalog may be useful for certain worker groups). Visual aids and examples transcend language barriers. A simple infographic (perhaps created with HAYAH’s help) showing how money flows from salary into investment and grows can be very effective.
Engage Managers and “Champions”: Often, employees will turn to their direct managers with questions or for reassurance. Educating line managers about the pension reforms is a smart move. Conduct a manager-specific briefing so they understand the details and can address basic questions, while referring anything complex to HR or HAYAH. Additionally, consider creating a few “pension champions” – employees who are keen on the scheme (maybe someone from HR or finance, and maybe an employee who’s savvy with personal finance) who volunteer to be point persons. They can promote the scheme among peers and share their positive experiences, like “I logged into the HAYAH app and it was great to see my balance. I even chose a fund that suits me.” Peer-to-peer communication can build trust in ways top-down messages might not.
Leverage HAYAH’s Digital Tools for Engagement: HAYAH’s ecosystem includes various digital touchpoints that can aid communication. For example, once employees are registered, they will start receiving e-statements or app notifications. Encourage employees to use the HAYAH app/portal right away. Perhaps during a workshop, have everyone log in for the first time together, ensuring they see how it works. This mitigates fear of the unknown. HAYAH might also have video tutorials – share those links in follow-up emails (e.g., “Watch this 2-minute video on how to choose your investment fund”).
Another powerful feature is calculators or modeling tools
As part of communication, consider an interactive session where employees can input their details into a retirement calculator (either individually or via a demo) to see projections. This personalizes the benefit – they’re not just hearing “it’s good for you” in abstract, they’re seeing how it could pan out for them specifically.
Addressing Concerns and Being Transparent: Despite positive messaging, some employees might have concerns like “What if I lose money in investments?” or “I’d rather have my cash.” It’s vital to address these head-on in communications:
Explain the safeguards: for example, mention that the scheme is government-backed and regulated
And that professional fund managers handle the investments with diversified portfolios to manage risk. If a capital protection fund is available, point that out as an option for the cautious
Clarify that this is not an optional choice at the individual level (if the company has decided to implement, employees cannot opt out of employer contributions). However, emphasize the voluntary contributions as an opt-in benefit for those who want to save more.
Reiterate that even in market downturns, over the long run investments historically grow, and that any returns belong to the employees on top of the base contributions
Perhaps use a simple chart showing historical performance of a balanced fund vs keeping money in cash – visuals can alleviate the fear of market volatility by showing long-term upward trends.
Keep the communication two-way: provide channels for feedback and questions. An email helpline, drop-in Q&A sessions, or even an anonymous question box (physical or digital) can encourage employees to voice things they might be afraid to ask publicly. Then HR, with HAYAH’s help if needed, can answer those and possibly add to the FAQ for all.
Continuous Education and Reminders: Communication doesn’t stop after roll-out. Continue to engage employees regularly about the pension. For instance, send a quarterly newsletter or update highlighting:
Fund performance updates (e.g., “Our default fund grew 4% this quarter”).
Success stories or testimonials: “Meet Sarah – she started contributing 5% more and is on track to have AED X by retirement.”
Tips for retirement planning: “Financial Wellness Tip: Keep an emergency fund so your pension can stay untouched for its real purpose.”
Upcoming webinars from HAYAH’s financial experts (they often offer these as part of their service) on topics like planning for children’s education while saving for retirement, etc.
By weaving the pension scheme into the fabric of ongoing communications, it stays relevant. Employees then view it as a living benefit, not just a static account.
Utilize Digital Engagement Tools: HAYAH’s platform might allow push notifications or emails triggered by certain events (like if an employee hasn’t chosen a fund yet, etc.). Work with HAYAH to activate helpful nudges. Also, encourage employees to set their own goals in the app if such a feature exists (for example, some platforms let users set a retirement income goal and track progress). This kind of interactive feature turns communication into a two-way street – the system communicates with the user dynamically.
HR and HAYAH Partnership in Communication: As the provider, HAYAH has a wealth of communication materialand experience from other clients. Companies should leverage this. For example, HAYAH might have multi-language brochures, video explainers, posters, etc. Co-brand these if desired (company logo + HAYAH) to show unity. HAYAH can also share common FAQs they’ve encountered in other rollouts, preparing HR to answer them.
Furthermore, HAYAH’s representatives can attend employee forums periodically. Sometimes hearing directly from the experts managing the fund adds credibility. Employees can ask them candid questions about how funds are doing, or the safety of their money, and get answers straight from the source. This collaboration in communication ensures messages are accurate and authoritative.
Measure and Iterate: Finally, treat communication itself as something to monitor. After the initial rollout, gather feedback. Perhaps a quick survey: “Do you feel you understand the new pension scheme? What else would you like to know?” If some misconceptions persist, address them in the next round of communications. For instance, if many think “the company will stop paying if markets drop” (a wrong idea), reinforce that contributions are mandatory regardless of market conditions.
Also, monitor participation in voluntary contributions as a gauge of understanding and buy-in. If very few are opting in, maybe the value of doing so wasn’t communicated strongly enough. HR could then run a campaign focusing solely on voluntary contributions, with clear examples of the company match (if any) or the tax-free growth advantage.
In conclusion, effective communication is about clarity, consistency, and connectivity – connecting the new pension scheme to employees’ personal goals and values. By using best practices in communication and leaning on HAYAH’s tools and expertise, HR can turn what might initially be seen as a complex policy change into an engaging story about the company caring for its employees’ futures. Done right, employees will not only understand the changes, they will appreciate and embrace them, making the pension scheme a celebrated part of the company culture.
Sources:
UAE Government Portal – Introductory guides (from MOHRE or SCA) help explain the Savings Scheme; employers can use these as references for communication
International Adviser – HAYAH’s head of pensions, Adil Saghir, emphasizes ensuring financial security for all and alignment with government vision – a message employers can echo to employees about why this is happening
Kidbrooke Spotlight – Interactive digital journeys bridge the gap between complex pension concepts and everyday understanding for employees
International Adviser – Collaboration includes workshops and seminars for clients on financial planning (indicating resources HAYAH provides for employee education)
HAYAH Knowledge Centre – Likely contains articles or explainers on retirement planning and benefits (resource for ongoing employee education)
Additiv Press Release – Mohamed Seghir’s quote about empowering clients with unprecedented financial flexibility and personalization
– this philosophy extends to how employees are engaged and educated via personalized tools.
Deloitte (HR communications insight) – In major benefits changes, multi-channel communication and manager involvement significantly improve employee understanding and acceptance (general best practice, indirectly supporting arguments).
Employee Testimonials – HAYAH customers praise ease of navigation and support when needed
Showing that a straightforward, supportive platform eases communication challenges.