Ready for open enrollment? Here's how to prepare now

Open enrollment is just around the corner, and employer benefits teams and employees face important decisions. With rising healthcare costs and evolving expectations, clear and engaging communication to support employees in making informed decisions is critically important. 

Trends to watch

Employees consistently rank a company's benefits package and cost as important considerations in their overall satisfaction and decision to join or stay with a company. Yet, there may be a significant gap between what employers offer and employee expectations. 

According to the 2025 HSA Bank Health & Wealth Index, which surveyed 2,000 employed, benefit-eligible individuals to assess awareness and engagement with employer-provided benefits packages and accounts, 42% of employees claimed they are likely to change employers due to improved benefits. That trend only increases among the younger generations, with 54% of Gen Z and 49% of millennials claiming their willingness to switch for a better benefits package.

Despite this, research shows most employees wait till the last minute and spend, on average, 18 minutes choosing their benefits at open enrollment. 

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How HR teams can help

According to HSA Bank's Open Enrollment Research, nearly three quarters of employees find choosing a plan confusing, and as a result, 86% of employees tend to fall back on the familiar, signing up for the health plan they had last year even though costs and personal circumstances might have changed. To bridge the gap, HR teams can be proactive. Here are six steps to consider:

1. Help employees manage costs — Rising healthcare costs and potential budget constraints may require employers to make complex decisions about benefit offerings and potentially pass some costs on to employees. This is a chance to work with providers to offer a range of plan options and cost-savings tools. Benefits professionals can also provide calculators and highlight real-world examples to help employees understand how different plans and new offerings may meet their unique and evolving needs.

2. Survey employees year-round — Regular feedback can help identify confusion and allows employees to voice their opinions and any confusion about benefits. Conduct pulse surveys to determine what is working and the areas for improvement. Also, if possible, share survey results and how feedback influences changes, as it can help build trust and transparency. 

3. Tailor messages — Most employers have at least four generations of employees, each with different benefits needs, which means a one-size-fits-all approach won't be as effective. Employers can customize messages and highlight benefits that might matter most to each group. Consider using visuals, infographics and short videos. According to the latest Health and Wealth Index, 60% of employees say health plan comparisons would make open enrollment easier. 

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4. Streamline the enrollment process — User-friendly platforms, from benefits calculators and interactive mobile-friendly tools, can help employees compare plans and estimate out-of-pocket costs, while reminders via email and text and in-office signage can help teams keep the enrollment timeline top of mind. 

5. Break out notional benefits — Launching benefits including emergency savings accounts, lifestyle spending accounts, tuition reimbursement accounts, adoption assistance and commuter benefits off-cycle can avoid the fatigue of open enrollment, boost visibility and allow for longer information cycles for employees to understand new offerings. They also offset cost sharing by providing meaningful financial support in other areas of employees' lives, which helps balance out the rising costs of health insurance without increasing employer premium contributions.

6. Provide personalized support — Offer personal on-site and virtual Q&A sessions leading up to and throughout enrollment time including access to reps or brokers and educational resources such as webinars, FAQs and one-on-one consultations. Consider hosting sessions during lunch hours or after work to increase accessibility. And, once employees select their benefits, keep the established lines of communication open by sharing ongoing education to help them make the most of their accounts and increase their overall engagement.

As you finalize your open enrollment strategy, keep in mind that new legislation, changing household income and coverage needs may impact plan design and compliance. By aligning with updated affordability thresholds, employers can offer benefits that meet regulatory standards and deliver what employees truly value — accessible, meaningful coverage that supports their health and financial well-being.