Hook ‘emHow we grab employees’ attention and get them to bite

PAGE 2FIDELITY INVESTMENTS

Get them to take action

What’s the goalof Thought Leadership

participant infographics?

Get their attention

Teach them

something

PAGE 3FIDELITY INVESTMENTS

Studies show the average consumer may be exposed to up to

10,000 brand messages a day.

85% of adults consume

content on multiple devices at the

same time1

The average adult attention

span has fallen to 8 seconds, less

than the 9-second attention span of

a goldfish2

It’s a tall order to stand out at a time when attention spans are shrinking, everyone is multitasking, and messages are proliferating.

PAGE 4FIDELITY INVESTMENTS

How do we engage employees in this environment? We follow principles of good journalism—with a creative twist. Our messages are:

Simple and direct

IllustratedMeeting

employees where they are!

Concrete and credible Timely

Funny(when appropriate)

PAGE 5FIDELITY INVESTMENTS

Users only read half the

information on pages with 111 words

or less.3

of words on the average webpage

are read3

Simple and directWe know what it’s like to be bombarded by information, so we try to keep our messages simple:

Provide employees a single call to action

Make it a small step, not something that will seem impossible to achieve

Make it easy for them to do it

PAGE 6FIDELITY INVESTMENTS

An early web usability study

found that simply using objective

language—not boastful or promotional—

increased usability by 27%.4

Concrete and credibleWe live in an online environment where information sources often are unclear. That makes it extremely important for our content to be credible and trustworthy. To achieve this, we try to:

Use powerful, attention-grabbing data points that are well-documented, often from our own research

Write factually, in a non-promotional, journalistic way

PAGE 7FIDELITY INVESTMENTS

International Association of Business Communicators (Gold Quill Award of Merit)

Financial Communications SocietyPensions & InvestmentsPlan Sponsor Council of America

MEET YOURMATCH

TimelyOne way to get noticed is to tap into what employees are already thinking about—and for us, that means holidays. Our seasonal infographics have gotten both action and accolades:

In 2017, our Frightful Facts Halloween infographic helped one client increase the number of employees with a designated beneficiary by 6 percentage points in one quarter.5

In 2018, our seasonal infographics have been recognized by:6

F R I G H T F UL FA

CT

S

PAGE 8FIDELITY INVESTMENTS

IllustratedWe want our messages to surprise and delight, to paint vivid images. That means using relevant imagery—not stock photos that take up space without adding to the story. We want images to:

Be memorableIf you remember this as the “fish

deck,” that’s cool with us!

Make information easier to understand

When shown information paired

with a relevant image, people retained 65% of the information three

days later, compared to only 10% of what

they were told verbally.7

PAGE 9FIDELITY INVESTMENTS

of people age 50 or

older make catch-up

contributions.

Start catching

up now.

Time to catch upYou can make an annual

$6,000 catch-up contribution

to your 401(k) starting

in the year you turn 50.

Even if your

birthday is in December,

you can start contributing

in January of the year

you turn 50!

FunnyStudies have shown humor can do more than get a laugh—it also can increase understanding and retention. We use humor sparingly. When we do, we try to:

Always err on the side of appropriateness.

Aim for a smile, not a guffaw. We don’t want to look like we’re trying too hard.

Be sure it feels natural, not forced. A Pew Research poll showed that viewers of humorous news shows such as The Daily Show and The Colbert Report retained facts better than those who got their news from traditional sources.9

8

PAGE 10FIDELITY INVESTMENTS

Meet employees where they areThe “rule of 7” in marketing tells us that a person has to see a message seven times before they will consider taking action. To get this kind of visibility, we create infographics in several different formats:

Digital signs

Online

Print

PAGE 11FIDELITY INVESTMENTS

Go ahead, cast a line!

Thanks for spending some

time with us!

Check out the Engaging Employees

collection on PSW for our seasonal

infographics and much more content.

Use our infographics in as many ways as

you can—as posters/flyers, in emails, on

digital signs, and in online messaging,

including social media.

Contact your Fidelity representative for

more information.

For plan sponsor use only. 1 Google-commissioned Ipsos Connect, “The YouTube Generation Study: How often do you use more than one device at the same time?” U.S. adults aged 18–49, November 2015. 2 Microsoft Attention Spans, May 2015.3 Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer: “Not Quite the Average: An Empirical Study of Web Use,” in the ACM Transactions on the Web, vol. 2, no. 1 (February 2008), article #5.4 How users read on the Web, Nielsen Norman Group, Oct. 1, 1997. 5 Fidelity business data. Case study of one employer with 3,300 employees, 2017. The client used the Frightful Facts infographic in a campaign that included email, print, and electronic communications. The percentage of participants with a beneficiary on file increased from 34% to 40% during the Q4 2017 campaign. 6 Fidelity Workplace Thought Leadership 2018 awards: Pensions & Investments Eddy Awards, 2nd Place, special projects; Plan Sponsor Council of America Signature Awards, 3rd Place, Overcoming Obstacles; Financial Communications Society Portfolio Awards, Bronze, Digital Media Apps & Tools (B2B); International Association of Business Communicators (IABC), Gold Quill Award of Merit.7 “Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School,” John Medina, 2014. 8 Fidelity business data as of June 30, 2017. 9 Pew Research Center, What Americans Know: 1989–2007, April 15, 2007.

Fidelity Brokerage Services LLC, Member NYSE, SIPC, 900 Salem Street, Smithfield, RI 02917

© 2018 FMR LLC. All rights reserved.

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