Keys to a Successful Open Enrollment Season
Open enrollment season is upon us again, and the world of work continues to shift at a head-spinning pace. This fluid environment poses benefits-related challenges that HR leaders can’t afford to ignore. For example, decision-makers are wondering:
- How to address employees’ evolving needs. It’s essential now to meet individuals where they are and provide clear pathways to benefits that resonate.
- How to communicate effectively in a “work anywhere” environment. Everyone deserves easy access to clear, relevant benefits information, regardless of whether they’ve returned to the office, they’re working remotely, or their schedule blends both work modes.
Why Benefits Education Counts
To illustrate how important education is for a successful open enrollment season, consider these U.S. health benefits research findings:
- 72% of employees wish someone would tell them the best health insurance for their particular situation. (Justworks/Harris Poll)
- Nearly 90% of employers think their benefits are clear and easy to understand. Yet only 65% of employees agree. (via MetLife)
- 54% of employees don’t know the full scope of their health benefits. Yet nearly 65% say these offerings significantly influence their willingness to stay with an organization. (Justworks/Harris Poll)
This means education is vital—not just to help people choose relevant benefits. The truth is that, without effective benefits education, you’re putting employee retention at risk. But improving open enrollment communication doesn’t need to be overwhelming. Below are a few simple ways to help employees through the decision-making process and ensure better overall results:
5 Ways to Improve Open Enrollment Education
1) Host Multiple Information Sessions
Conducting a single all-hands open enrollment season meeting no longer covers all the bases. Even if 100% of your employees work on-site, you can’t expect full participation. Some people will be out ill or on vacation. Unavoidable business priorities will keep others from attending. It’s smart to plan ahead and assume conflicts will make it impossible for everyone to join a live session.
You can rise to this challenge by producing content in various formats (for example, an in-person meeting, a live webinar, a digital recording, and a series of podcast episodes). You’ll also want to share this content through multiple delivery channels (for example, sending email messages, sharing in Slack groups, and posting on your organization’s intranet platform).
The goal is to make information easily accessible and available whenever people can fit it into their schedules.
2) Plan Open Enrollment “Office Hours”
To augment your core benefits “broadcast” content, consider offering prescheduled office hours with an HR staff member. You can structure and promote this as an opportunity for individuals to drop by in person or online and discuss their specific circumstances with a benefits expert.
Often in public information sessions, employees hesitate to ask questions about what they don’t know. But office hours provide a private safe space for discussion. This frees employees to speak more openly about their specific concerns. At the same time, it helps the HR team provide more relevant information to ensure individuals understand the impact of their open enrollment choices.
You may also find it helpful to extend the value of these sessions by repurposing the content for broader use. In other words, you can select some of the most common questions from “office hours” visits and repost them anonymously as “frequently asked questions” on a wiki or web page.
3) Get Your Vendors Involved
Sometimes, information is best received directly from the source. Hosting virtual live and recorded benefits fairs gives vendors a platform for sharing details about their solutions and services. It also provides more time for providers to discuss specific questions in-depth with employees.
So, instead of conducting a standard 1-hour session where your HR team summarizes available health benefits, you could schedule a series of 30-45-minute sessions showcasing key vendors. (For example, you could feature each of your health insurance companies, along with sessions devoted to specialized vendors, such as onsite dental services, wellness consultants, or fertility benefits providers).
These sessions can focus on basic facts about each solution, as well as ancillary benefits that are underutilized. Then you could close each session by answering individual questions from the audience.
Also, if you’re scheduling topic-focused HR office hours, you may want to ask vendor consultants to join relevant sessions. Or you could invite key vendors to conduct their own 1:1 sessions. Sometimes, employees feel more comfortable talking to external benefits specialists. For these people, dedicated vendor sessions or 1:1 office hours are an ideal solution.
4) Integrate Micro-Learnings into the Process
Micro-learnings are brief educational events and materials targeting topics that tie in with key benefits, such as health and finance. This kind of knowledge sharing encourages more employee interaction and tends to generate deeper interest in relevant benefits.
To illustrate, here are a few micro-learning themes:
- “Urgent Care vs ER: What’s the Difference?”
- “The Link Between Mental Health and Overall Health”
- “How to Balance Work Life with Family Caregiving“
Top online learning providers (such as LinkedIn Learning and YouTube channels) already provide excellent educational content about these topics. This means you don’t have to create content from scratch. Instead, you can curate strong programming from several online sources and then easily deliver the content to interested employees.
Packaging and promoting this kind of useful information upfront is invaluable for employees. It saves them time because they don’t have to research these topics on their own. Plus, the convenience of “anytime” access to high-quality educational content about health and benefits enhances workforce well-being.
5) Customize Educational Materials for Various Interests
Every employee is unique. And the beauty of today’s workforce is in its diversity. So everything about open enrollment season should support this reality. In other words, it’s important to appeal to various interests within your workforce.
For instance, recent grads may not appreciate benefits that appeal to new parents and vice versa. Instead of offering a generic “one-size-fits-all” menu, think about how you can categorize benefits so they align with groups that will value them most. Then present these benefits collections on your open enrollment site as packages. (For example, you could specify “Benefits that support LGBTQIA+ employees.”)
Clearly, you’ll find overlap among groups, so you don’t need to recreate an entirely new package for each community. But structuring benefits options in this way helps people more quickly identify the benefits information they’re likely to want.
If you’ve already established dedicated employee resource groups, consider creating packages for each of those ERGs and sending a customized message to each group with a direct link to their accompanying package. This extra measure ensures that individuals can quickly and easily find materials that matter most to them.
As we continue to navigate today’s dynamic business and benefits landscape, this year’s open enrollment season is sure to present challenges. But continually reflecting on your communication process, seeking employee feedback, and making informed adjustments can help you move forward more smoothly.
Remember to distribute information in more than one format. Also, make it as easy to find as possible, in as many places as your budget and resources will allow. And above all, focus on personalizing communication when you can. Although this is a “broadcast” communication challenge, benefits decisions are highly personal for each employee. The more willing you are to meet people where they are, the more successful you’ll be.