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See it my way: Why it pays to take the employee view of benefits

Compared to major medical and other group benefits, voluntary sometimes requires a little more work to make it, well, work.

By Nick Rockwell and Erin Marino | January 03, 2022 at 09:55 AM
collage of woman pondering and network graphic on her hair Encourage your clients to offer multiple methods for employees to learn about their benefits, including personal interaction.(Photo: Shutterstock)

Voluntary benefits are an increasingly important part of a competitive benefits program. But let’s be honest, compared to major medical and other group benefits, voluntary sometimes requires a little more work to make it, well, work.

For one thing, there’s a two-step sales process. First, you need to educate your clients about the need for and value of these coverages so they agree to offer them in their benefits enrollment. Then you need to do the same again with the ultimate buyers: their employees. To successfully leap that second hurdle, it’s crucial for you to see benefits through the eyes of those employees — especially when it comes to learning about, enrolling in and paying for their benefits.

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