- Key Insight: Discover how open enrollment is evolving into a strategic employee engagement and total-rewards platform.
- What's at Stake: Rising healthcare costs and regulatory change could erode employer competitiveness and employee financial security.
- Forward Look: Prepare for OBBBA compliance and AI-driven personalization reshaping benefits communication strategies.
- Source: Bullets generated by AI with editorial review
Open enrollment is no longer just a compliance exercise — it's a strategic opportunity to strengthen employee engagement, address generational needs and demonstrate the value of your organization's total rewards.
"We are seeing a big focus on healthcare costs: There is no doubt that healthcare inflation has absolutely pressured employers budgets and for that matter, employees budgets too. So I think every employer is thinking about what can we do with our health plan to optimize benefits in the most cost efficient way? Second, we're seeing employers very focused on engaging their workforce. How can I use my benefit plan in a way that creates real value for my employees?" Katz says. "And then third, as most employers move into this open enrollment season, is how do I make sure my employees understand their benefits?"
Katz and other top benefit managers and advisers shared their top lessons and tips to guide a successful open enrollment this year:
1. Address generational needs head-on
Employees across generations want and need different things from their benefits. Tailor your messaging and plan design to resonate with Gen Z, millennials, Gen X and boomers, acknowledging their unique priorities around health, financial security and flexibility.
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2. Avoid the most common mistakes
Two pitfalls consistently undermine open enrollment: Overwhelming employees with jargon-heavy communications and failing to provide decision-making support. Simplify your messaging and ensure tools and resources are accessible in plain language.
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3. Lean on proven strategies for success
According to MetLife, four key tactics can elevate outcomes: Personalizing benefits education, using multiple communication channels, highlighting holistic wellness and connecting benefits to long-term financial security.
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4. Focus on communication as a year-round strategy
Don't treat open enrollment as a one-time event. Create an ongoing communication cadence that prepares employees well before enrollment begins, reinforcing messages throughout the year to build confidence and engagement.
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5. Take a structured approach
Five steps can set you up for success: Assess last year's results, refine your goals, segment your employee population, deploy multi-modal communication and measure outcomes to continuously improve.
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6. Explore new technologies for support
AI-powered tools are reducing the stress of enrollment by helping employees better understand and select benefits. These tools can also provide valuable data and insights for HR leaders looking to refine their strategies.
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7. Navigate regulatory and economic complexity with clarity
Amid evolving compliance requirements and financial pressures, benefit managers should frame benefits as a stabilizing force. Clearly communicate how benefits protect employees during uncertain times, and ensure your strategy accounts for new regulations like OBBBA.
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