Digital benefits management: Employee expectation vs. reality

We routinely buy everything from running shoes to rental cars online, so it’s not unreasonable for employees to expect the same easy digital experience when managing their benefits. Unfortunately, according to the results of the Aflac WorkForces Report, many employers aren’t stepping up.  

Most employees, 82%, say it’s very or extremely important to manage their benefits online, but one-third of employers don’t even offer online enrollment or benefits management. We’ve identified three potential gaps employees encounter when considering their benefits options and how employers and their benefits advisors can help.

Gap 1: Online benefits management options

Online benefits management is a gap that employers need to address, especially given the number of people working in fully remote or hybrid roles. We asked employees how they would want to file a health insurance claim if a provider didn’t file it for them. The most popular answer was website (28%), beating out other digital and analog options including “have an agent file it for me” (12%). When asked what resources they would be interested in using for benefits enrollment, again the most popular answer was website (49%).*

The data supports the conclusion that employers should focus on partnering with the best enrollment platforms for their organizations and ensuring routine benefits tasks such as researching options, filing claims, checking statuses, and obtaining digital benefits cards are easy for employees to complete online, at any time from any place.    

Gap 2: Access to benefits advisors

Our survey results show an interesting dichotomy between employee engagement in the benefits enrollment process and their desires. Engagement is fairly low, with 47% of employees spending under 30 minutes researching their benefits options, and an additional 12% not researching at all. The overwhelming majority (89%) choose the same benefits year after year. And yet, 87% state it’s important for them to have access to a benefits advisor.*

The survey also found that most Gen X (63%), millennial (77%) and Gen Z (62%) employees believe it’s extremely or very important to have access to experts who can walk them through benefits offerings. Meanwhile, only 38% of baby boomers need personalized benefits support during annual enrollment periods.* But despite strong employee demand, only one-third of employers indicate this resource is available to their workforce.*

These statistics suggest employees want more information about choosing their benefits, but they either aren’t willing or aren’t able to invest the time needed to gather this information. Access to a benefits advisor paired with digital comparison tools may help them better select the right benefits for their personal needs, life stages and financial statuses.

A key challenge lies in how organizations can most effectively provide their employees with access to a benefits advisor. Another unexpected survey result: Employees prefer to work with advisors in person. Yet as remote and hybrid working arrangements are common, this can be difficult to arrange. Organizations should make advisors available via multiple platforms, including phone and video calls. While the best employers consider digital experience options, they still need to provide live, personal options as well.  

Gap 3: Communication 

One of the opportunities HR practitioners continue to struggle with is communicating benefits options: what’s offered, how they work and how to make the best use of them. A robust benefits program is an important part of a company’s value proposition, but employees may not realize it if we don’t tell them — repeatedly. 

• Start by communicating benefits throughout the year, not just during open enrollment. Explain why they’re important, share employee success stories and measure employee engagement with your communications. When asked if they’re proud of the benefits their companies offer, more than a quarter of employees answered “no” or “not sure.” Your communication can help employees understand and appreciate the value of their benefits packages.  
• Use both digital and traditional communication channels, including email, intranet, Slack or Teams, text messages, social media, digital signs, meetings, mail, etc. While you may have been discussing benefits in meetings for months, it can be difficult to engage them on this topic without repeated messaging. 
• Keep messages simple, effective and straightforward. When asked to choose from a list of seven ways to improve how they enroll in benefits, 19% chose “simpler language to help me understand what is and isn’t covered.”* Don’t get lost in corporate-speak or bogged down in unnecessary words. Do be honest and address changes or concerns, such as cost increases. 

Open enrollment season and beyond

We know that benefits can be a significant differentiator in attracting and retaining employees, especially during times when the job market is hot and economic uncertainty and anxiety are high. While it might be too late this year to bring in new digital tools for open enrollment, it’s not too late to create communications plans and offer one-on-one sessions with advisors, either online or in person, to help employees understand their benefits and benefits value. 

Employers, advisors and HR teams must continue to push for digital access given that so many daily tasks are managed that way, and mainly through handheld devices. When you do, you’ll be better equipped to amplify benefits communications, value and management, which ultimately amplify the employee experience.

Matthew Owenby is senior vice president and chief human resources officer at Aflac Incorporated.