Open Enrollment (OE) season is a critical time for HR teams and employees alike. With tight timelines, important decisions, and often confusing benefits terminology, it’s easy for communication efforts to fall flat. But clear, timely, and engaging OE communication is essential—not only to drive benefits participation but to help employees feel confident in their choices.
Here’s your guide to getting it right.
Start early and stay consistent
Proactive planning makes all the difference. Begin your communication efforts at least 4–6 weeks ahead of your OE start date. This allows time to build awareness, answer questions, and make adjustments before employees begin enrolling.
Create a communication calendar that outlines when and how each message will go out. Consistency helps reinforce your messaging and prevents the last-minute rush that can lead to confusion.
Use multiple communication channels
People consume information in different ways. That’s why a multi-channel approach is most effective. Consider mixing:
- Emails – Great for reminders and key deadlines
- Benefits platform – Centralized source of truth
- Text messages or app notifications – Quick, on-the-go reminders
- Live or recorded webinars – Ideal for walking employees through plan options
The more accessible your information, the more likely it is to be seen and understood.
Simplify the language
Benefits can be confusing. Ditch the jargon and aim for plain, conversational language.
Instead of saying:
“Our HDHP is paired with an HSA featuring tax-advantaged growth.”
Say:
“You can set aside money tax-free to help pay for healthcare expenses now or in the future.”
Use examples and visuals where possible to help bring abstract concepts to life.
Focus on what’s new or changing
Most employees want to know: What’s new this year? What do I need to do? Call out any plan changes, new offerings, or action steps clearly. If employees need to actively re-enroll or verify dependents, say so early and often.
A “What’s changing this year” section or side-by-side plan comparison can go a long way in driving attention and engagement.
Provide support along the way
Even with clear communication, questions will come up. Make sure employees know who to contact and how to get help.
Consider offering:
- Access to a benefits call center for personalized support
- Links to FAQ documents and step-by-step enrollment guides
- Opportunities for 1:1 enrollment support or office hours during peak periods
Measure and adapt
After OE ends, review the results of your communication efforts. What channels performed best? Were there common questions or confusion points? Gather employee feedback and use it to refine your strategy for next year.
The key to strong open enrollment communication
Effective Open Enrollment communication isn’t just about delivering information—it’s about helping employees make informed decisions with confidence. By starting early, communicating clearly, and providing the right level of support, you can take the stress out of OE season and improve participation across the board.
