The most popular benefits employees sign up for

The workplace benefits industry has experienced a noticeable shift since the days of the pandemic. While employers depend on their employees to reach their bottom line, employees are relying on their employers to reach their own, and they are making it known. In fact, in Prudential’s recent workplace study, 9 in 10 respondents indicated they expect their employer to play a role in their financial, mental, or physical wellbeing.

Employers too recognize that compensation is not the only motivating factor when it comes to employee satisfaction and talent retention. According to LIMRA’s 2023 BEAT study, employees who are offered a greater number of benefits are more likely to stay with their employer for those benefits.

But while a choice of benefits coverage options are a great way to attract and retain talent, when open enrollment season comes around, employees are often confused and overwhelmed by the amount of choice and understanding what is right for their individual needs. Besides, a multi-generational workforce relies heavily on its preferred modes of learning and understanding.

It is important for employers to meet employees where they want to be met, via a variety of channels and options that support them through their decision-making process. The right blend of personalization is what’s key as employers consider their workforce, their preferences, and their needs.

What’s popular?

Employee benefits must extend beyond the typical financial and medical benefits to include mental, physical, and social benefits, and consider that different groups have different needs.

Baby boomers/Gen X:

Historically, baby boomers and Gen X seek financial protection and supplemental coverages. Employers may want to consider these benefits if they haven’t already:

• Term Life
• Disability
• Accident
• Critical Illness
• Hospital Indemnity

Millennials:

Millennials make up a large portion of the current workforce. They are in a stage of life where they need financial coverage, but also want supplemental benefits for support during life’s big moments. They also carry the most student loan debt, on average. Consider providing:

• Student loan assistance programs
• Life insurance
• Paid family or medical leave
• Emergency savings plans

Gen Z:

Gen Z is starting to make its mark on the workforce and benefits space. There is an uptick in desire for voluntary benefits, like:

• Pet insurance
• Mental health treatment plans
• Paid family or medical leave
• Tuition assistance

Regardless of age, employers have made it clear: they want personalized benefits to support them holistically.

Enhancing experiences

While all employees will be automatically signed up when the employer sponsors coverage, options that are up to election see more variation. One of the main contributing factors that impact sign up is whether the enrollment event is done well.

Employers can risk missteps by neglecting to provide their employees with the right amount of benefits education and support. A thoughtful approach combining the right amount of technology and human-touch that aligns with employee’s needs will lead to the best outcomes.

It is important to remain conscious of factors like generational differences and multi-cultural population variations that require personalized approaches. It may be beneficial for some companies to translate their enrollment experience into Spanish, for example.

Increasingly, supplemental health utilization rates are climbing due to carrier innovation. For example, Prudential provides a decision support tool to ensure the right decisions are being made by the employee and avoid choices being left to chance. The decisions employees make regarding their benefits will be among the most important, so it’s crucial for employers to prioritize ease of use. With thoughtful integrations, it is more likely that employees will see value in their benefits.

Read more: 5 generations of employees share their real open enrollment wants and needs

Now what?

By offering what employees need, educating them throughout the decision-making process, and simplifying the experience, employers should see satisfaction within their workforce.

Stay up to date on how the workplace benefits industry stretches and grows. Gone are the days of one-size fits all as evolving talent pools have evolving needs. Employees want to be heard, and employers have an opportunity to listen.

Sarah Oliver is head of Voluntary Product for Group Insurance (GI), a business unit of Prudential Financial, Inc. (NYSE: PRU) that produces and distributes a full range of voluntary benefits through enrollment and benefits technology.