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The key to a better benefits enrollment

As benefits package design continues to emphasize a shift of responsibility to employees, another shift should be occurring from offering benefits to selling them to the workforce.

By Dan Cook | Updated on December 01, 2014

As benefits package design continues to emphasize a shift of responsibility to employees, another shift should be occurring — from “offering” benefits to “selling” them to the workforce.

That’s one of the conclusions of a white paper based upon research commissioned by Colonial Life. The carrier wanted to find out more about the decision-making process behind benefits selection. What it found was that employees are fine with taking on more responsibility for their benefits packages. But they want their employers to do a better job of selling coverage to them. (The white paper can be found here.)

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Dan Cook

Dan Cook

Dan Cook is a journalist and communications consultant based in Portland, OR. During his journalism career he has been a reporter and editor for a variety of media companies, including American Lawyer Media, BusinessWeek, Newhouse Newspapers, Knight-Ridder, Time Inc., and Reuters. He specializes in health care and insurance related coverage for BenefitsPRO.

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