How smart companies are revolutionizing benefits enrollment

The fourth quarter is characterized as a time of renewal and change, as fall transitions into winter, and families and friends gather to celebrate and reflect on the past year and set their sights on the year ahead. For employers and their HR and finance teams, the fourth quarter is also a period of renewal and often change, for employee benefit programs. 

The majority of employers renew their benefit programs on January 1, with employees making benefit enrollment decisions. This makes the fourth quarter a critical period for HR and finance leaders to ensure their benefit programs are capital efficient and meaningful for their employees. This is the time for employers to evaluate carrier partnerships — build and implement new programs, plans and funding models — along with educating and engaging employees. This third component is often overlooked. Despite heavy planning and outreach, employee participation often falls short. Benefits pros must put in extra effort to meet employees where they are and ensure communications are clear, accessible and actionable.

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Tactical communications are more important than ever

One of the most common reasons employees don't participate in benefits programs is lack of information — a costly problem for employers heading into 2026. Clear, strategic online communications can keep organizations competitive, improve HR processes and consolidate messaging for years to come.

Approaching November 1, employers should review procedures and gather employee input on what's working, what's confusing, and where more information is needed. Remote and hybrid work have shifted much of enrollment prep online, from sign-up forms to town halls. This makes it easier to streamline the process and boost participation, which can lower per-person costs and improve retention.

The solution lies in strategic simplicity: For example, focus on two or three health insurance plans that meet most employees' needs rather than overwhelming them with endless options.

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Education and empowerment

The open enrollment process can be complex — employers might be buried in paperwork, while employees often struggle to see how plan choices affect their families, paychecks, or long-term needs. Without clear communication, employees may disengage, which can lead to poor program participation, wasted resources and an underappreciation of an employer's investment in the employee benefit program. 

As important as the benefits-program design itself is, the development of a clear, comprehensive open enrollment process and communication strategy is critical. Once employees understand the process, they become more self-directed and less dependent on the HR department.

Many employees prefer a self-service, DIY enrollment experience, which empowers employees to evaluate options at their own pace while minimizing work disruption. This is especially important with active enrollment (where employees must select their benefits) but even in passive enrollment, employers should encourage employees to review their elections and confirm their plans still meet their needs.

Employers should also ensure employees understand what's new, why changes are being made, and how to maximize their benefits. For example, explaining cost-shifting or deferred care decisions — and pointing employees to resources like virtual care, preventive care, wellness incentives, FSAs and HSAs — builds trust while helping them make informed choices.

Delivering materials for maximum value

Enrollment timing varies; the key is ensuring employees receive information early and have time to make confident choices. Printed summaries, side-by-side comparisons of premiums and deductibles, and FAQs remain effective, especially when paired with digital tools for remote or hybrid workers.

Employers should anticipate common questions and create easy-to-access resources, whether through online portals, downloadable PDFs, or mailed packets. Clear explanations of year-over-year changes help reduce confusion and empower decision-making.

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Technology and actionable steps

Online platforms and modern HR systems are transforming enrollment. With centralized dashboards, automated compliance, reporting features and employee self-service portals, these tools streamline administration while providing valuable analytics. Employers can track preferences, identify underused resources, and adjust offerings accordingly — reducing costs and improving employee satisfaction.

As November approaches, HR leaders should keep campaign communications steady and ensure all legal disclosures and notices are compliant and distributed on time. For example, the Summary of Benefits Coverage and HIPAA Notice of Privacy Practices should be reviewed by counsel. Encouraging employees to act early reduces last-minute stress and ensures a smoother process for all.

Why it matters

Open enrollment is a chance for organizations to improve benefit participation and deliver meaningful value to employees. By optimizing plan options, prioritizing communication and leveraging technology, smart companies can turn enrollment into a strategic advantage.

With the right approach, employers not only drive higher engagement, but also strengthen retention and ensure employees truly understand and appreciate their benefits.