How to Build a Strong Benefits Communication Strategy

We’re continuing our series on tips for a more effective enrollment process with a focus on communications.

Your communication strategy can make or break a client’s enrollment. It’s often the difference between achieving your participation goals and falling short.

So, we’ll discuss strategies you can implement to communicate effectively with employees and drive engagement with open enrollment this year.

Discover What Works for Employees

Your client’s employees receive a ton of information every day. First, they check their work email and personal email. Next, they’re on phone calls and in meetings. Then, they go home to check their mail, watch TV, or spend time on social media.

And somewhere between all those moments, you must tell them about open enrollment and benefits.

It’s not an easy task.

So, it’s crucial to understand your client’s employee population and how they prefer to communicate. Then, find out what works best to get important information in front of them so they take action.

Talk with your client and if there’s ambiguity, consider creating a survey and asking employees how they prefer to receive benefits information.

Responses may vary if your client has multiple generations in the workplace. For example, some employees are comfortable receiving texts and emails, while others may want a reminder and plan information to come in the mail.

Determine What’s Most Important to Talk About

Given the limited information bandwidth available, it’s critical to determine what’s most important to tell employees.

Insurance and benefits are overwhelming for many people. Employees need to have enough information to decide what they need without feeling like they don’t know what to do.

So, consider what they need to know. Ask questions like:

• Is enrollment mandatory?

• Are new plans being offered?

• Will current plans change?

• Which enrollment options are available (in-person, virtual, telephonic)?

Build a Timeline of Communication

Once you’ve determined what you need to communicate, build a plan for when to do it.

Schedule dates, so employees receive information promptly and have plenty of time to take action. And make sure to be specific with dates and times.

You’ll also want to include internal deadlines, like approval on email and direct mail campaigns. Then, please share it with your enrollment team so everyone is on the same page.

Work with Experts to Create a Benefits Communication Plan

Benefits communications are too important to be an afterthought.

Partnering with the team at Single Point Enrollment Systems means you get experts in benefits communications to help make your client’s enrollment successful.

Reach out to us to get the conversation started on how we can create an effective plan for your client this open enrollment season.