Around Open Enrollment (OE) season, we hear the term “benefits communication” thrown around a lot. And for good reason — benefits are an organization’s investment in their people, and employers want their teams to get the most out of their benefits package. Couple that with employers using benefits as leverage to attract talent, it’s no wonder benefits communication is a hot topic during this time of year.
We know why communication is important, but to deliver effective OE communication strategies, we need to truly understand what the problem is. In other words, what is it about benefits that seems to evade employees? And how can we address these issues through our communication strategies?
The problem
Employers spend so much time thinking about how to communicate value, but they’re not considering if employees have a solid understanding of benefits in the first place. Think about it — you might put so much thought and hard work into a benefits fair, but if what you’re communicating sounds like a foreign language to employees, the whole event was meaningless.
That’s not to say communication channels like a benefits fair don’t have their place — they certainly do. The point is: at the root of every successful communication strategy is a workforce that has a deep understanding of how employee benefits work.
Benefits literacy is much more of an issue than you may think. A Harvard Business Review study found that only 41% of employers feel confident that their employees can choose a benefits plan that meets their needs. Additionally, just 35% of employers believe their employees understand the quality and cost of healthcare.
Effective communication strategies are ones that recognize the many employees who don’t understand benefits, and provide the right resources to bridge the knowledge gap.
Addressing benefits literacy through communication
Communication strategies need to break down complex benefits industry jargon into easily understood language. When language is more accessible, employees will be able to see how their employer’s benefits offering provides value for themselves and their families.
Since every employee has different needs for their benefits, a one-size-fits-all approach to communication doesn’t work. Communication strategies should not only help employees understand the basics of employee benefits — they should guide employees to plans that best suit their unique circumstances as well. Communication channels should be personalized so that employees feel confident in choosing plans that align with the needs of themselves and their families.
Now that we’ve established what an effective communications strategy entails, let’s explore the two best resources to include in your communication plan:
Decision support tools
This form of personalized support is integrated into best-of-breed benefits administration platforms. These tools break down complex benefits information with features like side-by-side plan comparisons, glossaries of benefits terms, and educational videos. They empower employees to grasp the essentials in simple, understandable terms.
Some platforms even include advanced analytical tools that calculate estimated out-of-pocket expenses, giving employees a clear picture of their financial commitments.
To take it a step further, recommendation engines offer a deeper level of support. These tools guide employees to the most suitable benefits plan by analyzing responses to questions about household makeup, personal expenses, and other specific needs.
Benefit call centers
Sometimes employees need the human element of communication for support. In this case, employees typically turn to HR with benefits-related questions — adding to the already heavy workload of HR professionals. To ease this burden, benefit call centers provide a valuable solution.
Staffed by licensed insurance professionals, benefit call centers are available to answer employees’ questions and guide them toward a best-fit health plan. Whether it’s understanding how a health plan works or deciding which benefits are right for their specific circumstances, call centers offer the one-on-one, real-time support employees often need.
Call center professionals are available not just by phone but also through email or scheduled one-on-one appointments. This flexibility allows employees to choose the method of communication that works best for them, making it even easier to receive the personalized support that can make a significant difference in benefits understanding and utilization.
Effective communication is key during OE
Time and time again, we hear about the role employee benefits play in keeping a workforce engaged and satisfied. It’s part of what makes OE such a critical period for employers, but what often gets lost in that messaging is whether employees can grasp how their employer is looking out for them. By implementing effective communication into your OE strategy, employees will truly be able to understand the value of your benefits offering and be happy to engage throughout OE.
