Make open enrollment personal (factor in age, gender, race, location and generation)

Amidst economic uncertainty and high levels of turnover, employee expectations have shifted. Specifically, 40% of employees intend to scale back their benefit selection due to inflation as premiums are estimated to increase by 7%-8% in 2023. To ensure employees are getting the most out of the benefits offered, employers must focus on engaging their workforce around health and wellbeing by showcasing the value of their benefits package. With that, starting open enrollment communication planning early is a key component to developing a successful employee benefits engagement strategy.

No. 1: Map out a communications timeline

Facilitating strategic planning sessions with a benefits advisor in advance to map out a proactive communications timeline goes a long way in preparing for open enrollment. Sound preparation provides employees a sense of ease around what to expect. Educating employees on their benefits offerings long before they have to make active benefits elections for the new year can make a huge difference in their enrollment experience. In fact, a recent study from Voya found that 70% of employees are seeking employer support in their healthcare choices this year. This support signals to employees that their employer understands how personal these decisions are. By providing time to establish a clear understanding of the current selection, including changes in the cost of offerings, employees can make the best selections for them, taking into account any changes in their life circumstances.

Open and in-advance employer-employee dialogue fosters a sense of care and thoughtfulness, increasing employee trust and morale. Employees will feel confident and supported, rather than rushed.

No. 2: Create a personalized communication strategy

Benefits should be personal. Every employee has a unique health, family, and financial situation. Open enrollment communications should be personalized as well, reaching people where they are; 45% of employees admit they’re looking for a more comprehensive understanding of the benefits on offer, a figure that increases in older age groups with a wider range of needs. It’s essential to tailor offerings by employee demographics:  factoring in age, gender, race, location, and generation. Recently, creative communication trends are taking hold; for example, creating personas to improve personalized communications, offering informational podcasts, text reminders, and digital guides to help educate employees and gather data on benefits they value most, especially for virtual employees unable to meet face-to-face with HR leaders.

The momentum from nuanced communication cultivates employee engagement before open enrollment even starts. These programs give employees a leg up in understanding the healthcare system, creating more invested and interested healthcare consumers who are more effective at reviewing their benefit choices in open enrollment.

No. 3: Think outside the traditional benefits box

Another way employers are showing investment in their people outside of their core offerings is by looking at each employee as a whole person and building benefits strategies accordingly. As a result, fringe benefits are becoming increasingly popular. Offering caregiver support, family-forming support, lifestyle rewards and robust mental health access can illustrate for employees that they have support in more areas than just standard physical health insurance and 401(K) plans. Implementing individualized PTO and leave policies, as an example, can more than double employee satisfaction metrics and the likelihood an employee will recommend their employer to job seekers.

Related: Breaking the stigma: 5 mental health benefits employers need to offer employees

Even if employers currently don’t have the budget to invest in some of these other programs, highlighting what they do offer, such as employee assistance programs (EAPs), voluntary supplemental health plans, pet insurance, etc., at the forefront of their open enrollment education series reminds employees of the full scope of benefits on offer. Oftentimes employees find their company offers more than they originally thought.

Rochelle Olivas is Senior Benefits Consultant at OneDigital West Region.