Dial up key messaging to address unique concerns. It's critical to recognize that working women have varying perceptions about life insurance's purpose and benefits but shouldn't be treated differently when explaining key facts about life insurance. Working women tend to respond to certain benefit messaging – like the peace of mind and relief that comes from knowing their families will be well protected upon their death. Targeted employee communications can help achieve better results by emphasizing critical messaging points, such as the key differences among types of life insurance.

Factor in communication preferences. Women prefer to receive advice on financial products and services from people they feel closest to, such as family, friends or co-workers. Social networking with peers to whom they relate can serve as another effective means of obtaining the information needed to secure the right amount of life insurance coverage. Additionally, 43 percent of women would like access to benefits information online, 39 percent would like information tailored to their life events or stages, another 39 percent want access to someone who can explain more about their benefits coverage and 30 percent want more frequent communication — all of these findings can help shape employee educational campaigns.

Expanded toolkit. With employees increasingly looking to the workplace for guidance on selecting financial products and services that provide adequate protection based on their unique circumstances, employers must do more than simply provide educational materials. They also need to provide benchmarks for the right type of life insurance product and amount of coverage. With a variety of in-depth calculator and education tools, employees can better understand their need for life insurance, choose the right product and coverage amount, and enroll or apply easily.