Phrases like co-insurance, formulary tiers, out-of-network reimbursement and pre-authorization sound less like benefits terms and more like the names of indie rock bands playing at Coachella. And don't even get me started on the avalanche of three-letter acronyms: HSA, EOB, EAP, SPD, OOP… it's like playing alphabet soup roulette. Many employees have no idea what any of this means, but these things absolutely
Yet every year during open enrollment, we expect folks to become part-time insurance brokers. "Please review this year's 52-page benefits book and
Your client could roll out the richest benefit package ever created (I'm talking to you, Bay Area tech companies): telehealth,
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One in three employees don't fully understand the benefits they are enrolled in according to Voya Financial. Want another one, c'mon who doesn't love stats?! The same survey revealed that over 90% of employees opted for the same health plan as the previous year. Why? Respondents indicated due to uncertainty about making the right choices.
If employees are still staring at their benefits package like it's a self-assembly Ikea desk, with the instructions in Swedish, it's time to step up your game.
Employers don't need to figure all this out on their own — benefit advisers should be doing most of the heavy lifting. They've got the resources, skills, tools, and most importantly, the patience to help employees build their benefits "furniture" without tossing the instruction manual out the window in frustration.
My suggested winning game plan:
1. Rethink the rollout: From one-time event to a year-round conversation
Too often, benefits communication is concentrated into a single period: open enrollment. Employees are bombarded with PDFs, slide decks and HR meetings, all while trying to make fast decisions that affect their finances and healthcare for the next year. It's overwhelming. Instead, have an ongoing conversation, including regular email newsletters, team huddles, mid-year health fairs, office signage, text messages and intranet homepage updates to keep benefits top of mind. Make benefits a part of the rhythm, not a once-a-year circus.
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2. Meet employees where they are
People absorb information differently. Some prefer visuals, others audio; some want data, others like stories. Be sure your clients offer educational content in a wide variety of formats and languages – short videos, infographics, live Q&As, webinars and podcast-style interviews with HR or benefits vendors.
Physical access is also powerful. Frontline workers, for example, may not have time to read emails or log in to a benefits portal. A 15-minute onsite info session during a shift can be more effective than a beautifully designed email they never see.
3. Personalize the message
Use targeted messaging that aligns with life stages and interests. A 25-year-old employee might care more about student loan repayment or mental health benefits, while a 50-year-old might be interested in HSAs or retirement catch-up contributions.
Modern benefits platforms allow for personalization and even if you don't have a high-tech platform, segment your employee list manually and tailor communication accordingly. Employees will pay more attention when the message feels like it was intended for them.
4. Tell real stories
Data is important, but stories are what people remember. Share testimonials from employees who used a benefit and had a positive experience – like getting free counseling through an EAP, saving money with an FSA, or how easy and fast a telemedicine appointment can be.
These real-life stories make benefits feel more tangible and relatable, breaking down the mystery around how and when to use them.
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5. Leverage technology thoughtfully
Technology is evolving quickly. AI-powered virtual assistants, mobile apps and interactive plan comparison tools can dramatically simplify decision-making. If your client invests in a new platform they also should invest in on-boarding their employees on how to use it. Hold a demo session, record a how-to video or provide a FAQ handout.
At the end of the day, a benefits program can reflect a company's values, care for people, invest in their well-being and create a culture where employees feel supported and informed.
By shifting from a one-and-done approach to an ongoing, personalized and engaging benefits education strategy, employers can ensure with the help of their advisers that their investment pays off, not just financially, but in employee loyalty, satisfaction and long-term health.
Bottom line: It's all about making sure people know how to use their benefits.
