As employers begin preparing for open enrollment, many organizations are facing the challenge of how to educate and engage employees with their benefits options. While communication has always been an important component of a successful open enrollment, the ability to effectively communicate with your people is more important — and challenging — than ever. According to the 2024 Alight Wellbeing and Workforce Mindset Study, only half of U.S. employees agree their company’s benefits and wellbeing communication is effective, so there’s definitely room for improvement at this critical time in the benefits year.
Here are five communication tips every organization should consider as they build out their open enrollment strategy.
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- Identify and address enrollment logistical challenges now
It is not uncommon for organizations to turn to a strategy that has served them well in the past. But do not underestimate challenges that may impact activities that were once turnkey. As you begin to map out your annual enrollment communications, take the time to think through every step in the development and delivery process to anticipate the challenges that may arise. Some organizations are facing more limited team resources to handle additional benefit communications during annual enrollment than they may have in the past. It may be major plan changes that require enhanced attention or more change management. Or it could be that changes in your workforce mean that you need a different set of deliverables to actually reach your people. Be honest about what you can manage and what goals you have for this enrollment period. - Reframe your messaging to reflect the current benefits landscape
For many employees, benefits utilization is now anything but standard. The lack of economic stability and benefits predictability could influence the coverage and contribution decisions that your people make. Our 2023 Alight Mindset Study shows that 58% of people regretted a healthcare decision last year (up 14 points year over year!). It is important to make sure that enrollment selection is not one of them. Updating your benefits messaging and decision support tools to proactively address these concerns will go a long way toward putting employees’ minds at ease. By empowering your people with the information and insights they need to continue making the best benefits decisions for their families, you can help them avoid costly benefits mistakes that may have long-term implications. - Highlight the benefits your people need now
While your organization likely offers a handful of unique benefits that you would typically put front and center, this may be a good time to expand your focus. In addition to your organization’s primary plans, highlight the programs that people find most valuable in uncertain times, including navigation, advocacy, wellbeing and work/life resources. Many of these programs are often underutilized, and your people will appreciate the timely reminder of the relevant resources they can take advantage of today. - Meet people where they are
Ensuring employees understand their benefits options is a critical first step toward a successful annual enrollment. With more hybrid workplaces, the need for multimedia communication methods is more important than ever. Consider a robust mix of communication channels, including direct mail, pre-recorded presentations or digital FAQ sessions along with electronic messaging and online resources, balanced with some onsite promotion, to ensure your people have access to the enrollment information and support that they need no matter where they are. - Communicate early, often and across channels
As with any annual enrollment, a diversified communication strategy is crucial. Adding key ancillary channels and mediums, including postcards, email or text, will ensure you are reaching your people with the right messages. Layering those deliverables at the right time is also key, to ensure employees are prepared to enroll, make smart choices and take the appropriate action. By creating multiple touchpoints across a variety of channels, your people will know what to expect before, during and after enrollment.
