Five Benefits Enrollment Communication Blunders (and How to Avoid Them)

Benefits enrollment is a critical time for employees to make informed decisions about their benefits, yet communication missteps can lead to confusion and missed opportunities. This article explores five benefit enrollment communication blunders along with practical solutions to overcome them. By addressing these common pitfalls, you can ensure a smoother, more effective enrollment process that empowers your employees to choose the best benefits for their needs.

Utilizing a one-size-fits-all approach.

As with any communication strategy, the more you can customize your message for your audience, the better. Use real-life examples or create personas relevant to your employees and tailor information for different segments―such as employees from certain demographics or stages of life.  For example, what appeals to someone about a medical plan with a health savings account (HSA) may differ depending on their stage of life. Younger employees may be drawn to the lower payroll deductions, while older employees may find the investment feature and tax advantages appealing. You can also segment employees by leveraging claims data to help identify profiles based on healthcare usage (or misuse). Additionally, seek input from employees through surveys or focus groups to understand their specific needs and preferences in benefits communications.

Confusing your employees by using jargon.

You may be familiar with terms and acronyms, such as coinsurance, copay, LTD and OOP, but don’t expect your employees to understand this jargon. The average American reads at a 7th or 8th grade level, equivalent to a 12- to 14-year-old. It’s important to keep that in mind when creating communications. For example, instead of using the term “evidence of insurability,” break it down into simple terms: The life or disability insurance company may require you to complete a health questionnaire to verify if you are eligible for coverage based on your health history. 

Using simpler language helps everyone easily grasp the information they need to make informed decisions about their benefits.  

Focusing only on informing (rather than engaging) your employees.

Benefits information doesn’t have to be dry and boring. Before you can help them understand something you need to catch their attention and pique their interest. Put on your marketing hat and develop catchy and inspiring headlines, use fun and humorous imagery and use more visuals/less text (think infographics) to make it easier and more fun to consume information.  

Failing to meet people where they are.

Today’s diverse workforce demands more than your basic emails or print handouts. Your employees consume information differently and in a variety of ways. While many employees may still expect print copies, others (primarily Millennials and Gen Z employees) not only prefer but expect to consume information on their mobile device. And consider your “deskless” employees who don’t have access to a computer throughout the workday. Reach them using printed QR codes on breakroom posters, restroom mirror clings or monitor screens. The key is to use multiple forms of media. Videos, infographics, interactive digital platforms, QR codes, and motion graphic tutorials are all examples of compelling digital forms of communication.  ‍

Using only facts, not emotion.

Often, people make decisions about their benefits based on how their benefits make them feel― for example, gaining peace of mind. Your communications need to engage employees’ minds but also capture their hearts. One way to include more emotion in your benefits messaging is by adding personal examples, testimonials, or true stories to show how the benefits make people feel.  

Benefits enrollment is a pivotal time for employees to make informed benefits choices, and to do so, clear communication is crucial. Focusing on engaging, concise, and inclusive communication will empower employees to make the best benefits decisions for their situation.

Don’t go it alone. If you need help developing an effective benefits enrollment communication strategy and flawless implementation, we can help! Contact us today.

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