And two, a significant number indicate they're likely to add new voluntary benefits or move some benefit(s) to voluntary: 56% of employers with 50–99 employees and 40% with 10–49 employees. In addition, almost a third are considering adding a new employer-funded benefit. This suggests the "pandemic pause" is over.

Drive stronger success

But there are a few key points to keep in mind to succeed in this market.

• Offer the right products. Employee interest is the most important factor small employers consider. Core products rank highly, while other coverages tend to have high interest but low penetration.
• Provide the right enrollment support. Self-enrollment is the most common choice, but employers use a wide variety of enrollment methods. A majority want to offer a variety of options and let them choose. Small employers can benefit by taking a proactive approach with a variety of pre-enrollment communications that help employees understand benefits and drive stronger participation.
• A personal touch. Having someone to speak with is still the top choice for employees in the smallest companies and among the top options for employees in the 50–99 category. Human interaction is still important.
• Make tech part of the package. About 20% of small employers say they wouldn't select a carrier that doesn't offer online services, and fewer than 10% say having online services doesn't matter. Small employers also want tools and services, such as the ability to adjust and pay bills, change coverages, file claims and track claim status.

This market offers big potential. Be sure the carriers and partners you bring to the table offer the products, services and support these employers and their employees want and expect.