In a world of constant distraction, the barrage of emails and ever increasing social media chatter, employers are finding it harder than ever to connect with employees. But one thing is clear: When it comes to benefits, historical means of communication no longer cut it.

Only 22% of HR professionals surveyed for a Society for Human Resource management study on communicating benefits said that they “strongly agree” with their organization’s employee benefits communication efforts. But with such a massive amount of compensation locked up in benefits – according to the Department of Labor’s most recent data, approximately 31% of compensation for employees in the private sector is spent on benefits – benefit decision-makers have a responsibility to ensure employers’ investment is delivering value. And yet it remains incredibly difficult, particularly with an annual open enrollment cycle, to measure the effectiveness of benefit communications delivered through traditional means such as paper, or even email.

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