Video messages on employer intranets

Email communications

Brainshark messages

Interactive modules inside the enrollment system that provide enrollment-related direction (“studies show that many workers like you purchase…”)

Text reminders and call center support during open enrollment periods

Chat rooms or blogs where employees can discuss options

Webinars for employees, scheduled so some are available in evenings for spouse attendance

Of course, group meetings and print media options can also be used. However, keep in mind they are more costly than system enrollments, and ultimately someone has to pay this expense.

In essence, off-location enrollment centered around e-business marketing can succeed, but these techniques need to be sold to the employer and negotiated just as carefully as traditional on-site enrollment access.

System-based enrollment works well when the broker negotiates proactive connections with employees, using some or all of the techniques listed above as well as one more: employer cooperation. This includes messages from the top that enrollment is important and valuable as well as messages from supervisors and union leaders (if applicable) that the enrollment system should be used. Messages delivered directly to these influencers are a key part of this.

Finally, one of my pet peeves is the perception that only Silicon Valley cases or white-collar businesses are good prospects for online enrollment. Our most successful online case this year, which wasn't a core benefit enrollment (voluntary only), was a group of gas-and-go-type retail outlets with several hundred eligible employees in dozens of locations. Why did it work so well? Because there was great employer cooperation and the employees were familiar with computer use and messaging.

So is it all about football? In football, success is built via building a game plan, executing the plan through teamwork, coordination of all the elements in a play, and adjusting appropriately as the game progresses. In building enrollment campaign success, we build a plan, execute it, coordinate all elements, and adjust as required—no matter how enrollment is conducted. It turns out success has very similar building blocks in both football and enrollment.