Commentary: Communicating health care and other benefits to employees is no simple task, but it is increasingly vital for companies to do it and to do it well. According to a survey conducted by MetLife, most employees are willing to pay more in order to have a choice of employer benefits that meet their needs. However, more choice means more information on a wider range of benefits – which means employers need to provide more help to navigate unfamiliar options.
Studies show that when a company invests time and resources to improve benefits communications, it can drive greater participation rates for programs and also boost job satisfaction and employee loyalty. Good communication clearly matters – but good does not mean a lot of bells and whistles. The following are five key tips for employers to consider when communicating their company’s benefits and this year’s open enrollment process to employees:
1. Stay on-message. Communicate early and often. The most important messages should be reinforced multiple times through a series of clear communications to employees. Make sure the messages are targeted and communicated early. Key messages may include plan changes, new choices, key dates/deadlines, employer and employee costs, eligibility and resources for employees. Also, keep in mind that employees welcome communications about benefits throughout the year, so consider keeping the lines of communication open after open enrollment is over.
2. Explain value of benefits and services. Inform plan participants about the value of the benefits and services being provided to them. Focus on how the benefits can improve their quality of life and improve their work-life balance. Keep the communication focus narrow and simple to ensure a high-level of understanding.
3. Make the communications meaningful. Consider the workforce and how the information should be presented to have the greatest impact. Communicate a plan’s features by focusing on critical details such as deductibles, coinsurance or co-payments. Whenever possible, use visuals along with explanatory text. Explain benefits from a “life event” perspective to help employees understand the choices they would make in the event of a marriage, preparing for retirement or the birth of a child (e.g., “Do I need to add or drop coverage when …” or “What network providers are available …”).
4. Don’t overestimate the value of technology. The majority of employees – particularly younger workers – find technology helpful when selecting and enrolling in company benefits. That does not mean that all communications should be conducted online. A majority of employees prefer individual one-on-one coaching sessions over channels such as online chats or benefits webinars to learn about their benefits choices. Companies should ensure that employees have access to benefits information and resources at home or outside the office as most employees prefer to discuss choices with a spouse or partner before making final decisions.
5. Avoid information overload. Ask for feedback. There is such a thing as too much information, even when it comes to communicating employee benefits. Give employees ample time to read the information provided – but assume they won’t always read every email or plan brochure provided to them. Be prepared to answer questions and ask for feedback. Provide access to easy-to-understand reference guides such as Frequently Asked Questions (FAQ) documents. The more employees understand all of their benefits options, the more likely they are to take full advantage of them.
Companies should focus on tools and tactics that matter to employees. When armed with the right information and access to useful resources, employees can make more informed benefits choices and take greater responsibility for their health: a win-win for all.
Jay Starkman is CEO of Engage PEO. Dorothy Miraglia-King is executive vice president of Engage Insurance.
