Master of Philosophy in Organizational Dynamics Theses
Document Type
Thesis or dissertation
Date of this Version
11-15-2021
Abstract
This capstone explored how an organization can achieve better employee benefit communications with the strategic use of color, shapes, and fonts. To achieve this, I examined the influence of visual communications on people and how that might create a greater emotional connection to their employee benefits, which may ultimately have a longer-term effect on how employees feel about their employer. In doing this, I built a model using a tiered approach to learn why and how this work is important to the business, the individual, and the organization. The study reviewed a broad spectrum of philosophies and psychologies including the work of Louis Cheskin, who built the Color Research Institute and focused on the scientific approach in the use of design and color in selling merchandise. The goal of this study was to apply a similar approach so when implemented these visual resources can result in greater employee appreciation of their employee benefits. By maximizing visual methods that support positive psychology theories, a greater overlap can be created between employees and the organizations they work for, which shows how an organization can support a meaningful whole life through total rewards communication methods.
Employees value their employee benefits but often find them confusing (Wooldridge, 2020). Three in 10 workers (29%) reported they automatically re-enroll in their benefits from the previous year because they find the process overwhelming and spend little time looking at their options. The goal of the study was to identify methods that result in greater employee interest, understanding, and appreciation for the benefits made available by their employer.
Keywords
communication strategy, sensation transference, psychology, brands, organizational commitment, internal marketing, brand preference, employee engagement, sensory, emotions, visual communications, productivity, sensation transference, positive psychology, employee benefits
Date Posted: 01 December 2021
Comments
Submitted to the Program of Organizational Dynamics, College of Liberal and Professional Studies in the School of Arts and Sciences in Partial Fulfillment of the Requirements for the Degree of Master of Philosophy in Organizations Dynamics at the University of Pennsylvania
Advisor: Brian Shapiro, M.A.