Employers leverage technology to improve benefits communication
The case study found that first-time users of digital postcards experienced an average engagement rate of 87%, compared to an overall rate of 70%.
Each year during open enrollment, employers do their best to offer workers affordable benefits option that meet their individual needs. Their success may depend as much upon employee engagement with the process as it does on the products being offered.
Flimp, a provider of benefits communications and decision-support tools, found that first-time users of digital postcards experienced an average engagement rate of 87%, compared to an overall rate of 70%. The company’s 2023-24 Open Enrollment Case Study and Trends Report includes input from 235 employers, including such major companies as AMC Theatres, New Balance and Coca-Cola.
More than 1,100 videos were used across 255 campaigns targeting nearly 843,000 employees. Viewers spent an average of one minute on video postcard content and took more than 415,000 actions. Seventy percent engaged with QR codes, with mobile rates climbing to 29%. Researchers broke down engagement rates by industry:
- Construction, 117%
- Banking and financial services, 90%
- Consumer products and retail, 89%
- Information technology, 88%
- Pharmaceuticals and biotechnology, 85%
- Communications, telecommunications, media and broadcasting, 82%
- Health care, 70%
- Transportation (planes, trains and automobiles), 70%
- Education, 63%
- Insurance, legal and business services, 61%
- Government and municipalities, 53%
- Oil, energy and utilities, 52%
- \Manufacturing, 51%
- Recreation, hospitality and tourism, 43%
Related: Do you have an effective open enrollment communication plan?
Digital postcards, which incorporate videos, a benefits guide and a decision-support tool, were effective in reaching remote, in-office and field-based employees. These postcards were distributed by email, text and QR codes that were included on posters and printed flyers to further boost engagement. As a result of this more robust, multichannel approach to benefits communication, mobile views of these campaigns increased this year.
“Our clients’ exceptional engagement rates are what keeps our retention rates so high year after year,” Flimp CEO Wayne Wall said. “Clients love that we can help them create, distribute and track performance of their benefits communications to ensure employees are educated, engaged and empowered to make the right benefits decisions.”