Stories, infographics, videos – there are so many ways to make benefits compelling and relatable. Emotional, real-life stories can demonstrate how voluntary benefits work and how they've helped someone. Remember to position voluntary benefits as essential for individuals and their families. People may not act in their own best interest but they will act to protect their loved ones.

2. Integrate voluntary insurance benefits into the medical benefits equation
 

Who says that voluntary benefits have to be treated as an afterthought? Instead, they should be integrated into a larger discussion that includes medical benefits. With the move toward high-deductible health care plans, voluntary benefits are more important than ever. Health savings accounts are already part of the discussion and voluntary benefits should be, too.

Employees may think that covering the costs of a serious illness or injury begins and ends with their deductible. One common issue, though, is that the deductible must be paid all at once, not over the course of a year or several months.

A $3,000 (or higher) deductible can be a real hardship. The majority of Americans — nearly six in 10, according to a 2017 Bankrate survey — don't have enough savings to cover a $500 unplanned expense. Complementary "gap" products, such as accident*, critical illness*, specified disease* and hospital confinement indemnity* insurances, can help cover out-of-pocket costs.

By making voluntary benefits part of the main medical insurance discussion, they go from afterthought to an integral part of an employee's health care and voluntary insurance calculations.

* This is a limited benefit policy. This is not health insurance and does not satisfy the requirement of minimum essential coverage under the Affordable Care Act. Insurance products are issued by ReliaStar Life Insurance Company (Minneapolis, MN) and ReliaStar Life Insurance Company of New York (Woodbury, NY), members of the Voya® family of companies.   

3. Make opt-out the default and encourage an annual review
 

Numerous studies have shown that employees are much more likely to save for retirement if they have to opt-out, rather than opt-in, to an employee-sponsored plan like a 401(k). The Voya Behavioral Finance Institute for Innovation, for instance, found that suggesting a higher savings rate to employees (7-10 percent rather than 6 percent of annual income) did not result in lower enrollment and produced meaningful improvements in plan participants' financial security.

Similarly, perhaps a more active decision-making approach would increase employees' likelihood of choosing the protections offered by voluntary benefits. The standard approach is to make employees elect voluntary benefits. Why not present the benefits in a way that employees would be asked to de-select the benefits? By auto-filling "yes" to these benefits, but prompting employees to confirm this selection, it would empower them to consider the coverage, while also letting them make their own decision. This is a great option for employees who might be even less likely to consider voluntary benefits – e.g., those who get medical coverage through a spouse.

In addition to changing the default to opt-out, employers should also encourage employees to complete an annual insurance protection review. Every year, their needs and available benefits change and they should be encouraged to take an active role and make thoughtful choices to optimize their benefits.  

4. Use multiple channels and streamlined tools for maximum engagement
 

We've come a long way from printed pamphlets. Now, employers can offer videos, infographics, real-life case studies, FAQs and webinars to educate employees. They can also send emails before, during and after the enrollment period.

Also, multi-channel marketing makes it simpler than ever to get the word out in a targeted way. For example, social media platforms could be used to target ads to employees of specific companies, informing them about voluntary benefits and encouraging them to sign up. A central portal for everything, from information to enrollment, also makes learning and engagement easier.

Don't forget, multiple communication strategies and touchpoints will help increase awareness and engagement. Encourage in-person interactions by using pre-enrollment reminders, such as posters and table tents. Then offer employees one-on-one access to benefit specialists who can answer individual questions. While product information is important, the emotional connection drives engagement.

5. Is engagement low? Do a review during the enrollment period

Review materials (content and presentation) throughout the process. If engagement is disappointing, do an "audit" and include newer employees to review and engage with the system. Is information clear and is the flow logical? Can people get answers to their questions? Are the graphics and layout compelling and inviting? What may have seemed intuitive and engaging in the development process may have unexpected hiccups. Incorporate improvements quickly and use the information to improve for next year.

As the health care landscape has changed, complementary voluntary insurance benefits have become more important for employers and employees. Luckily, more tools than ever are available to employers to engage employees and help them build a comprehensive benefits package that helps cover their health care needs and protect their financial wellness. With the dynamic tools at hand, voluntary benefits can become a high point, not just an afterthought, of open enrollment.