Neither are communications that require close reading, careful examination, or long periods of attention. Across every industry, our new work arrangements are exhausting. Employees experience "Zoom fatigue" and unprecedented levels of anxiety and depression. It's unreasonable to expect that benefits education will occupy much of our employees' worried minds.

It's a paradox, because this moment of prolonged national crisis means employees need more support than ever before. To thrive, they must understand their employee benefits and how to use them.

Employee benefits can only help if employees use them

None of us can truly predict how the workforce will look, or what it will need, in 2021 and beyond. We may see an increased need for some trending benefits, like flexible virtual care. We could see more robust wellness and mental health offerings in response to 2020's endless stressors.

No matter what your employer clients add in 2021, it's important to remember that benefits are only beneficial if employees use them. Simply adding new benefits in response to this crisis won't solve underlying issues of communication, navigation and utilization.

Do your clients' employees know how to find testing? Is it easy to use telemedicine or have their prescriptions delivered? Can they reach a virtual counselor when they need support? Poor communication strategies are a barrier to utilization and, more than ever, to employee health.

In 2020 and beyond, benefits advisors and their employer clients can no longer afford a lackluster benefits communication strategy. Before open enrollment is the time to start considering how you can solve this dilemma.

Consider navigation, communication, and ease of use

It may be time to toss old communication strategies out the door. Instead of just "moving them online," take a step back to reevaluate.

Perhaps you and your clients need a replacement for the traditional open enrollment meeting. You could host a virtual version for the company. Or, you could meet with employees in small virtual groups for a shortened presentation and extended Q&A. The latter might help answer questions so employees can start using their benefits more efficiently.

If questions about navigating benefits or using problems typically top your clients' HR to-do list, consider creative ways to help even remote, dispersed, or staggered employees understand their benefits. Post helpful screenshots to the company intranet. Create a how-to email series that covers one benefit each week. Host virtual office hours employees can access no matter where they're working, and be ready for screen sharing and tutorials.

In short, it's crucial that benefits communication strategies that rise to the challenge of this moment. Instead of thinking in terms of adapting old strategies, look to create new ones.

We can never go back, and in terms of benefits communication, we shouldn't try. Rick Ramos is The Chief Marketing Officer for HealthJoy, a benefits experience platform.