Employers need to market pensions information to their employees as if they were customers, according to Ferrier Pearce.

Ferrier Pearce executive chairman Nigel Ferrier argued engagement levels will only increase if external consumer marketing techniques and social media is put to better use with more creative internal communications to engage employees enrolled in workplace pensions, in his presentation at The World Pension Summit.

He said: “Creating personas that allow for accurate segmentation and personalisation of message is a clear route to improved engagement around rewards, pensions and benefits. Unless organisations start thinking of their employees as internal customers and market the messages to them they will not have any real success in improving the awareness of pension benefits.”

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