Open enrollment is a kickoff for your ongoing engagement strategy

Editor’s note: Be sure to read other articles in this series:

• 3 ways to up your benefits communication game
• Your broker peers are embracing the new normal. Are you?
• Why benefits consultants need a communication strategy now

Open enrollment is always a crucial time of year for benefits consultants. And this year, the stakes are even higher: You’ve likely worked with your clients to expand their benefits offerings in response to COVID, and you’re looking for innovative ways to support employees in this new normal.

But there’s a catch. All of those new resources will go to waste if no one uses them. And spoiler alert: Employees are still confused about their benefits, and they’re not any happier or healthier, despite the new resources you’ve offered them. (To make matters worse, this lack of benefits engagement comes at a huge cost to them and your clients.)

So this open enrollment won’t just be about making sure employees sign up for the right benefits; it’ll be a jumping-off point for a year-long benefits engagement campaign to help your clients maximize their increased investments, and help employees not only choose — but use — the benefits that will best serve them in the upcoming year.

Why open enrollment is a kickoff

Of course, we can’t ignore how important open enrollment is in the world of benefits. If your goal is to make the most of your clients’ increased benefits investments and combat ever-rising health care costs and benefits confusion, then open enrollment is a pretty safe place to start.

Why? Because employees have told us how much they struggle with even the first steps in their benefits journey. Fifty-two percent say choosing their benefits is stressful, while a quarter say they’re spending seven or more hours researching their benefits on their own time. So helping employees enroll in the right health care plans is one very important piece of the puzzle.

But it’s not enough. Gone are the days of planning open enrollment at the end of the sales cycle. Communication, engagement, and year-round messaging are now a key priority. Because we know that as soon as employees close out of their enrollment portal, they’re probably not coming back until the same time next year. (In fact, employees explicitly told us in a recent survey they only visit their benefits portal 1-3 times per year. That’s it.)

So it’s our jobs as benefits consultants to use enrollment as an opportunity for education by prompting employees to think about how they’ll engage with their benefits all year long, and priming them to expect more guidance from you throughout the year.

How to use OE as a catalyst for engagement

Think of open enrollment as the gateway to an engaging and ongoing relationship with employees. Show them that it’s not just about which benefits are the right ones to enroll in now, but which behaviors and actions they should adopt throughout the year to get the most bang for their buck.

Help your clients position themselves during open enrollment so that employees expect to hear from you. They need to know how and where to find you during the rest of the year, and they need reassurance that you’ll be there guiding them along the way.

Related: Open enrollment during a pandemic: 5 invaluable lessons learned

Remember, employees are asking for more benefits education. It’s time to shift our mindset away from being that person who shows up once a year, gives a benefits presentation and leaves. Here’s how to stay engaged and offer more meaningful support throughout the year.

Use technology

First, keep your 21st-century audience in mind when trying to make quality connections. Americans check their phones an average of 262 times per day, or once every five and a half minutes. So if you’re not texting and emailing employees with smart benefits guidance, you’re behind the curve.

Next? Use a benefits engagement platform that meets employees where they are, offers personalized recommendations throughout the year, and automates work for you. (It’s no surprise that roughly 70% of benefits consultants say technology has improved their overall efficiency.)

The great thing about technology is that it pays for itself when it works effectively. Smarter benefits decisions mean tax advantages and other savings for you and your clients. You can reinvest that money in technology, which can help improve benefits decision-making. In turn, those savings can be reinvested in improving employee benefits packages. It’s a win-win!

Think employee-first

Challenge yourself to consider a more employee-focused approach to benefits engagement. Admittedly, most of us tend to base our benefits communications on seasonality or arbitrary holidays. (National 401(k) Day, anyone?)

But that mindset doesn’t get employees the information they need, when they need it. Text them when you notice they’re overpaying for mental health services. Chat with them when they’re searching for an in-network provider and need help choosing an affordable option. Nudge them to add more to their HSA when you realize they’re paying their deductible out-of-pocket.

In other words, intercept employees in the moments that matter — not just when it’s Mental Health Awareness Month.

From “push” to “pull”

To sum it all up, traditional benefits communication has a “push” approach (i.e., sending email reminders, sharing benefits guides, etc.). While those tactics are often necessary, consider what a “pull” approach might do for your engagement levels.

Imagine drawing in employees when they’re already paying attention to you during open enrollment. They didn’t know that you were what they needed year-round until now. Soon, employees will expect reminders and guidance throughout the year — and you’ll be well on your way to executing a successful engagement strategy.

Chad Schneider grew up in Woodland Hills, CA with the dreams to be the next Steven Spielberg and winning an academy award. Upon graduating business school, he realized that his becoming Steven Spielberg was a long shot and started selling insurance. An internship turned into 14 years with Aflac.  Chad subsequently ran sales for Code SixFour, and now serves as Jellyvision’s VP of Channel Sales. When Chad is not working he enjoys movies, eating deep-dish pizza, playing foosball with co-workers and traveling.