With so many generations in the workforce, a blanket communication style will simply not be as effective as multiple methods of communicating about benefits. Although there are always exceptions, research shows that employees over the age of 35 may prefer communicating by telephone, via email, or in person. In contrast, the under-35 crowd (millennials) overwhelmingly prefers communicating by smartphone, using apps and texts. In fact, studies show that the youngest generation is on mobile devices nearly 90 percent of the time. This dichotomy clearly demonstrates that communicating about employee benefits to this multi-generational workforce needs to extend beyond the traditional in-person benefit orientations and repetitive benefit email reminders. 

In 2015, the percentage of millennials in the workforce surpassed the baby boomers. As millennials become an increasingly large percentage of the workforce, their communication style and benefit preferences demand attention. Millennials are the most likely generation to leave their employer for another job, while simultaneously being the most confused about their benefits. For example, only 52 percent of millennials say they have an understanding of life insurance and only 38 percent an understanding of long-term disability insurance.

Communicating with millennials and connecting them to their benefits is a challenge. A robust benefit package is a powerful employer retention tool, but employees must understand their benefits in order to value them. Research showing that younger workers have major gaps in benefit awareness and understanding demonstrates the need for a communication strategy that reaches millennials just as effectively as the other generations.

It may seem impossible to present your clients with a benefit communication strategy that supports this multi-generational workforce while still leaving you time to pursue new business. The secret is finding a solution that integrates all benefits onto a single platform and provides multiple benefit access points. It is essential that benefits are available through a 24/7 customer call center, an interactive web portal, and a well designed benefits mobile app. This enables all generations to engage with their benefits in the manner that they most prefer. Baby boomers can call and speak to a representative, while millennials can interact with their benefits through an app by simply tapping the screen.

Gain a competitive advantage by being a broker who provides unparalleled customer support. Identify a benefits management partner who can provide an enhancement to your current service delivery, offering a heightened level of benefit support and a communication platform that engages all generations. Providing a revolutionary benefit communication and engagement strategy will prepare you to meet the millennial surge, which is incredibly important, as millennials will represent 75 percent of the workforce by 2025. This approach will surely solidify your broker of record status, while enabling you to aggressively pursue new business.