Improving engagement at annual enrollment (and beyond)

Health benefits are the second largest expense for employers – an investment that goes far beyond covering medical expenses. Attractive, competitive health benefits boost recruitment, retention, employee wellness and performance. That’s why it’s important to remember that simply selecting a benefits offering is only one piece of the annual enrollment puzzle: Getting employees to actively participate and engage in the right decision-making is essential.  

It bears reminding: Open enrollment isn’t a “set it and forget it” process. It requires communication, education, nurturing, more communication and even a bit of hype. Especially if a company is adding new plan options or making changes to current offerings, it’s critical that open enrollment efforts center around employees actually understanding – and being able to effectively use – their health benefits.

Here are six things your employer clients or your company should keep in mind to better engage employees during open enrollment and help them reap the true value of their health plans all year.

1. Make it active

The best way to meet goals around employee engagement during annual enrollment is to make it active. How many times have we all skimmed an open enrollment email, realized that doing nothing will default to last year’s choices, and then filed the email away? While it may feel easier to some, a passive enrollment is a signal to employees that they don’t need to pay attention. 

During my time in HR benefits at a large tech employer, we would spend months planning for OE, perfecting communications, but we rarely took the leap to require an active enrollment. That trend is changing: A 2011 survey of employers reported 71% held passive enrollments, but recent findings show a 30% decrease in that approach. That’s good news, especially for employees, who can better ensure their elections meet their current needs and are incentivized to consider new or alternative plan options.

2. Health plan terms are anything but basic

Any communications about plan features have to start with basic terminology, no matter the audience. Consider that no one on this panel of Jeopardy! contestants could correctly identify health plan terms! When employees don’t clearly understand their benefits options, they may find it easiest to just pick the same health care coverage they had last year or choose an expensive option that (they think) guarantees coverage. 

Any effort to evolve health plan offerings should include simple definitions and comprehensive, plain language communications at multiple touchpoints. 

3. For some, it IS their first rodeo

According to the U.S. Bureau of Labor Statistics, 1 out of every 2 employees at a company may be experiencing open enrollment with them for the first time. For new hires or those fresh to the process of choosing benefits, not knowing the ins and outs of their health plan (like policies for cost-sharing and out-of-network care) can lead to unnecessary and perhaps detrimental medical expenses down the line. 

But even seasoned employees can benefit from a clear definition of features to get the most out of their plan. As an example, if a company offers a primary care-based plan, but employees don’t understand the health or financial benefits of having a dedicated primary care provider, it’s hard to expect significant adoption.  

4. Engage employees in the mission

The rising costs of health care coverage have been depleting employees’ take-home pay for decades, causing many to skip enrolling altogether. If the choices are between having no coverage, or coverage employees can’t afford to use, there’s no arguing that workers have a vested interest in being part of a solution. 

Employers can involve employees in the mission by clearly communicating the “why” behind plan features, especially those that feel like a change. For instance, if a plan uses a curated provider network, it’s important to educate employees as to why this plan option was chosen and how it can contain health care expenses without sacrificing quality. 

5. Rock enrollment

There’s nothing like a little gamification to get people enthused about an administrative process! Your employer clients can create a buzz around annual enrollment with tech, games, raffles and giveaways. Don’t underestimate the impact free food, wellness activities or even a puppy party can have to draw employees in and get them excited about open enrollment. Incorporate swag and themes that drive employees to benefits info with QR codes or URLs.   

If budget is a challenge, companies may find that benefits vendors are willing to help sponsor activities. Plus, as more and more companies have gone remote, there are a number of companies that can support virtual open enrollment fairs in lieu of in-person events. 

6. Mind the gap

Are there underutilized plan features from past years? Surveys and feedback can illuminate areas of opportunity, while health plan and benefits elections offer insight into employee priorities and usage. Employers can hone communications around these gaps or trouble spots. 

Because employees don’t know what they don’t know, they may not bring questions about certain features until they’re needed, or after the fact. Especially when plans have minor tweaks year over year, having robust FAQs at the ready year-round will increase employee engagement and participation.

It’s open enrollment somewhere

As a benefits professional, you know open enrollment isn’t confined to a few autumn months of information overload. It’s an ongoing process and varies by company and culture. Effective communication around enrollment can improve buy-in, but an ongoing dialogue throughout the year can ensure employees feel supported and are taking advantage of their valuable benefits. 

While open enrollment may serve as a start, recommending a month-by-month communication plan to your clients can improve engagement, maximize their investment and increase their workers’ job satisfaction. I’m a strong believer that if a company is putting energy and effort around planning open enrollment, the additional support needed to manage employee questions and potential appeals are worth the reward when employees make the right choice, not just the easy one. 

Elle Koagedal is VP, National Accounts & Growth Enablement at Centivo.