For benefits leaders and consultants, open enrollment season can feel like a sprint as communication materials are sent out to employees in full force and all effort is put into ensuring maximum participation.

For many, the close of open enrollment season is seen as a finish line. A recent survey from Principal Financial Group found that 43% of employees reported receiving benefit communications one time or less per year – that is simply not enough. This narrow focus can leave employees feeling uninformed and uncertain about their options, ultimately diminishing their confidence in the benefits available to them and reducing their appreciation of how their employer is trying to support them. To truly empower employees and foster a culture of engagement, employers and benefits advisors should prioritize ongoing communication about benefits throughout the year. By implementing a lifecycle of ongoing conversation year-round, employers can help enhance awareness, encourage utilization, and ensure that employees feel supported in making informed choices about their health and financial wellbeing. The following recommendations are based on a calendar year basis, but can be easily adapted for plans that run off-calendar year.