It’s no secret that an effective communication strategy is among the most crucial aspects of a successful Open Enrollment (OE). All the work that goes into preparing and rolling out benefits can go to waste if employees don’t fully understand the value of the plans on offer. Without an effective communication strategy, your organization may risk compromising your ability to attract and retain talent, and you could waste valuable resources in the process.
Why effective benefits communication matters
Employee benefits are complex and can easily be misunderstood. Believe it or not, many employers aren’t confident that their employees can select the best-fit plans. A Harvard Business Review study found that only 41% of employers believe their employees can choose a benefits plan that aligns with their needs. Moreover, just 35% of employers believe their employees are knowledgeable about the quality and cost of healthcare.
When employees understand their benefits, they see the value in them and can take full advantage of what’s offered — and their employers’ investment is working as intended. Beyond that, employees who feel valued and supported by their employer tend to have higher job satisfaction.
Despite the importance of benefits communication, there’s a clear disconnect between employers and their teams. Fortunately, there are strategies you can implement to bridge this gap.
The issue with traditional communication methods
Many organizations still rely on traditional communication methods, such as jargon-filled pamphlets, seminars, and meetings. These methods often fall short because they don’t meet employees where they are. Many people in the workforce don’t understand basic insurance terminology such as premiums, deductibles, and maximum out-of-pocket expenses. Even when employees do grasp the basics, traditional communication methods often fail to engage them.
How to improve your benefits communication
Here are a few strategies to enhance your benefits communication:
Leverage decision-support tools
Decision-support tools, available in many advanced benefits administration (BenAdmin) platforms, can significantly aid your employees. These tools come in various forms, including side-by-side plan comparisons, glossaries to explain benefits terminology, and analytical tools to calculate out-of-pocket expenses.
Some platforms also feature integrated recommendation engines that offer personalized support. Employees can answer a few questions about their household, personal expenses, and benefit needs, and the tool provides tailored recommendations. This ensures that employees don’t under-insure themselves to avoid higher premiums or over-insure, which can be an unnecessary financial burden.
As an employer, ensuring that your benefits platform includes this functionality is crucial. These tools help employees make informed decisions and reduce the need for HR intervention, allowing your HR team to focus on more strategic initiatives.
Make information more accessible
In today’s digital age, information needs to be accessible anytime, anywhere. Ensuring that your benefits platform is mobile-responsive means employees can access benefits information and enrollment options from their smartphones or tablets.
A mobile-responsive platform not only provides a more engaging experience but also helps employees feel more confident in their benefit choices. Employees can make critical benefits decisions from the comfort of their own homes, with the support of their families.
Utilize benefits call centers
Benefits call centers offer personalized support for your employees. These centers are staffed with licensed insurance professionals who can help employees select the best-fit benefit plans. They provide timely and accurate information, ensuring that employees fully understand their benefits and how to maximize them.
Call center professionals can be reached by phone, email, or through scheduled one-on-one appointments, providing employees with multiple communication options based on their preferences.
Consider connecting your organization to a resource like this so that your employees always have an open line of communication for all things benefits-related.
Conclusion
Improving your benefits communication strategy can have a significant impact on employee engagement and satisfaction. By leveraging modern tools and resources, you can ensure that your employees understand and appreciate the value of the benefits you offer. This not only enhances their experience but also strengthens your position as an employer of choice in today’s competitive market.
