Designing and managing equity plans is half the battle – effective communications represents the other half and requires equity plan managers to put on their marketing caps. I know that you already have a ton on your plate, so here is a quick “Marketing 101” that will help you gain awareness for your equity plans.
When it comes down to it, we grant equity compensation for the benefit of the recipients. We aren’t granting awards for the joy of accounting for them, nor for the fun of taxing them. We want employees to be happy with their awards, and we want the awards to drive motivation, loyalty, and retention. Because inquiring minds want to know, Fidelity Stock Plan Services undertakes an extensive biannual survey to understand the participant side of the story, which can help plan sponsors to be more effective with their offerings. Here are a few of the results.
Communicating an equity-based compensation program requires effective collaboration of multidisciplinary internal stakeholders (e.g., finance, human resources, legal) and external service providers (e.g., brokers, transfer agent, software vendors). Thinking of each of these parties as members of your stock plan communication team will help to break up the responsibilities and coordinate efforts to work towards a common goal – increasing participant satisfaction with the equity plan.