Effective open enrollment communication: A Q&A with Jocelyn Meyer

Open enrollment season can be a tricky time of year, especially for employees. Of course employers want their employees to understand their benefit options, but are they doing a good job communicating those options?

Jocelyn Meyers, People & Culture, Business Partner of ZayZoon says its important to engage with employees early, leverage different communication channels, make information clear and concise, and leverage middle managers.

What are some common communication challenges or pitfalls that occur during open enrollment season?

The open enrollment period can be stressful and chaotic for both HR teams and employees. However, simple and effective communication can help mitigate common challenges during this period. One of the most significant communication pitfalls is the disconnect that occurs between what HR assumes employees know about their benefit options and what they actually know. If an HR leader assumes employees have prior knowledge of the enrollment process and information about the specific benefits an organization offers, it can lead to uninformed decisions among employees. What may seem like common sense, or old news to an HR expert, may be overwhelming and confusing to an employee.

Overlooking clarity in communication is another common mistake for HR. Employees want clear and easily digestible information, especially if there are new changes to benefit offerings. For many employers, this oversight can be costly. Data shows that 45% of employees say they don’t fully understand the elements of their benefits package, and 60% report they regretted benefit choices due to a lack of understanding or information.

Another common mistake is limiting benefits communications to just the open enrollment season. Employees need time to digest information and ensure they’re selecting the option that best supports their needs. When communication is condensed into a short period of time, employees can become overwhelmed with the information they receive.

How can effective communication during open enrollment impact overall employee satisfaction, retention, and productivity levels within an organization?

Improved communication fosters a sense of trust and transparency between HR and employees. When HR leaders proactively communicate and answer employee questions, it demonstrates a commitment to the wellbeing of their employees. This trust leads to increased employee satisfaction and a stronger sense of belonging within an organization. Failing to prioritize effective communication can result in a lack of awareness about benefits, which can lead to employee dissatisfaction and ultimately an increased risk of attrition.

Knowing that 43% of people who quit their jobs in 2021 did so due to inadequate benefits, it’s important to communicate benefit offerings to employees effectively. By doing so during the open enrollment period, HR can help ensure employees are making the right benefits decisions that best support their financial, physical, and emotional wellbeing for the upcoming year.

Additionally, providing clear communication about benefit offerings can showcase the range of benefits an employer provides. This can motivate employees to make the most of those valuable resources and feel supported and valued by their employer.

What are some fundamental elements of a successful open enrollment communication strategy that HR professionals should prioritize?

The open enrollment period can be an overwhelming time for employees as they consider the benefits that may have a meaningful impact on their lives and the lives of their families. Here are a few strategies employers can use to ensure successful communication during this critical period:

• Engage with employees early: Begin benefits discussions early in the year, so employees know what options are available and when employees must make decisions.
• Leverage different channels: Engage with employees through diverse channels of communication, from email reminders, posters, to internal webinars to reach employees through their preferred method of communication.
• Make information clear and concise: Offering bite-sized chunks of information, especially frequently asked questions, can help break down the stress during the open enrollment period.
• Leverage middle managers: Arming people managers with open enrollment talking points and deadlines can serve as another method to communicate and encourage employees to keep open enrollment top of mind.

Related: Engaging employees in your benefits communication

How can organizations strike a balance between providing enough information to empower employees without overwhelming them during open enrollment?

Employers can help make benefits information digestible by offering timely, clear, and concise bits of information. HR can begin by sharing resources like FAQ documents that address common questions from employees weeks ahead of open enrollment. Additionally, HR leaders can also host internal webinars or open office hours to offer personalized guidance or Q+A sessions about benefit offerings. Other resources include creating short videos outlining descriptions about each benefit or enrollment plan option that are easy to access. It’s crucial to avoid using complicated jargon and information overload during the open enrollment period.

What does post-enrollment communication entail, and how can HR leaders optimize their approach during this period?

In order to improve the next open enrollment period, HR leaders should review what worked well and what did not. They should pinpoint what recurring questions they receive so that they can better plan for next year, and identify which communication channels resulted in more engagement than others. Employers can also conduct post-enrollment surveys to gather feedback from employees on their biggest pain points and preferences so that HR teams can plan better communication for the next open enrollment period.