Do you have an effective open enrollment communication plan?

During annual open enrollment season, employers need to consider how they’re going to communicate the value of their benefits offering to employees. Communication sounds easy enough — but it’s not as simple as just providing employees with information. Employers must be strategic about how benefits information is delivered, as well as the channels used to reach their teams.

Why effective open enrollment communication matters

Employers know that providing employee benefits can be costly. This is an investment in their people — so as with any investment, employers want to see a return. When it comes to benefits, that return comes in the form of employees who have a deep understanding of their benefits, and how to get the most out of them.

Employees that know how to get the most out of their benefits will seek out routine check-ups and use other resources at their disposal in an effort to stay healthy. Those who are knowledgeable about their benefits are more likely to see their value and may even feel more satisfied and engaged at work. Ultimately, this leads to a more productive, satisfied and engaged workforce.¹

Traditional methods of communication aren’t working

It may come as a shock that most employers don’t believe their employees can choose a best-fit benefits plan. It’s clear there is a disconnect between employers and their teams with benefits communication.

Here’s the deal — those jargon-filled pamphlets employers hand out every open enrollment period aren’t helping employees. And while webinars may be helpful for some, they still miss the mark on what makes benefits communication effective. Effective communication methods are resources that meet employees where they are.

Here are three effective methods of benefits communication:

Decision-support tools

Decision-support tools are educational resources that robust BenAdmin platforms equip employees with. These tools can include side-by-side plan comparison, glossaries for benefits terminology, and educational videos. These tools are considered effective because they break down complex benefits concepts into easy, understandable language. Some benefits platforms may even include deep analytical tools that can calculate out-of-pocket expenses.

Take it a step further with personalized support in the form of recommendation engines. These tools work by first having an employee answer a few questions about their household, personal expenses, and what they need out of their benefits. The engine takes the employee’s responses to present plan options that best suit the employee’s needs.

Mobile-responsive benefits platforms

In a digital age, we mainly access information from our mobile devices. Benefits information should be no different. An employer’s benefits platform should be mobile-responsive so that employees have access to the resources they need wherever, whenever.

This is especially important during open enrollment season — as many employees would like to enroll at home, with support from their families. Access to benefits information from smartphones, tablets and laptops further promotes employees (as well as their families) to use available decision-support resources to make informed decisions.

Benefits call center

Even with a plethora of resources within benefits platforms, the human element to support always has its place. When employees require support from a live human, they’ll usually field benefits-related inquiries to HR, who may already have too much on their plates. To alleviate HR of this effort, benefit call centers are ready to help.

Benefit call centers are staffed with licensed insurance professionals who are available to answer employees’ questions about their benefits package. Call centers support employees by guiding them to best-fit health plans based on their unique circumstances, fielding inquiries about how to use their health insurance, and everything in between. Whatever the case may be, call center professionals are ready and willing to provide the personalized support that many employees need during open enrollment.

Call centers can be reached via phone, of course, as well as by email or a scheduled one-on-one appointment. Employees have the option to reach out through whatever method of communication works best for them.

Conclusion

When communicating about employee benefits, it’s easy to forget that many people don’t really understand how their benefits work. Employers may think that if employees read the Summary Plan Description, they should be able to choose a plan without much support. But that’s not necessarily the case.

It’s important to give employees the tools they need, including effective communication resources, to learn more about their benefits and choose plans that fit their needs.

This article was written by Lily Peterson from BenefitsPro and was legally licensed through the DiveMarketplace by Industry Dive. Please direct all licensing questions to legal@industrydive.com.

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