Since tuition assistance programs are likely to be ineffective if they are invisible, organizations need to create strong internal communications programs to share information with their employees.
Share the Big Picture
Employees will have a lot of questions about tuition assistance programs and broader career development initiatives, but the first one they’ll probably ask is “Why?” The answer can be a sentence or two, or something as long as a mission or vision statement.
Chick-Fil-A’s description of its Total Futures Scholarship program is short and effective: “As a Chick-fil-A Team Member, you’re part of the family. There’s nothing we like more than helping you reach your dreams of higher education. We hope you take advantage of this opportunity.”
This is what KMPG has to say: “Our commitment to your career development helps to set us apart as an employer. We want to enhance your potential, both for yourself and as a contributor to our firm. That’s why we provide every opportunity to expand your skills, knowledge and experiences through formal education and training programs, leadership development opportunities, and rotational assignments, as well as informal one-on-one coaching and mentoring from your KPMG colleagues.”
Make it Personal
Marketing professionals have known for decades that testimonials are a powerful way to share information and create interest. Your employees can provide real-world perspective and insight, setting an example and expectations for other people in the organization. People who have taken advantage of a tuition assistance program can honestly and accurately let others know what the experience was like, how they managed their obligations, and what they learned.
Entrepreneur says testimonials are effective because they:
- Build trust
- Aren’t “salesy”
- Overcome skepticism
Make the Information Clear and Easy to Find
Tuition assistance programs can be complex, and employees will have many questions — how much is covered, what programs are available, which schools participate in the program, how much will it cost out-of-pocket, and more. Organizations should strive to make this information as accessible as possible.
Here are some ideas for simplifying the rules and requirements of a tuition assistance program:
- Write at a tenth-grade level: Employees are smart, but they don’t want to feel like they’re doing homework to get the information they need — they’ll have plenty of homework to do when they’re in class!
- Break the information down: Short paragraphs are easy to read than long blocks of text.
- Use a Q&A format: Organizations should put themselves in their employees’ shoes and identify what the most likely questions will be.
Involve Management
Organizations wishing to promote tuition assistance programs should try to reach managers and not just employees. LinkedIn’s 2018 Workplace Learning Report says that 56% of employees would take a course suggested by a manager. The report says “Getting managers to support employee learning is not the only way to see increased learner engagement, but our data shows it will likely make an impact.”
Companies should encourage their managers to set a good example and create a learning culture when it comes to career development. They should also make sure managers have the information they need to help identify employees’ skill gaps.
Rely on Your Partners
Third-party partners, such as online education program managers, have a lot of experience in helping organizations reach out to employers. The program manager should be able to provide best practices, email templates, activation flyers and even customized webinars.