Technology platforms have changed the way many consumers shareinformation about their friends, family, jobs, causes, hobbies andmuch more. Technology also has impacted consumer expectationsregarding the way they receive information. The preferred method ofcommunication for many has shifted from printed, physical materialsto instant, digital messages. As a result, the way brokers andemployers share information about benefits and enrollment has alsochanged with the availability of benefits management platforms.Agents, consultants and brokers who offer a technology platform canprovide a new and better way to communicate and manage benefitsprograms.

Reaching employees

Employee benefits are a key driver of employee satisfaction, yet many employees do not realize thefull value of their benefits package. An article in WorkforceManagement noted that 96 percent of employers say theiremployees need guidance to make sound benefits decisions, yet only23 percent of employees say their company’s benefits educationefforts are effective. To improve your own client relationshipswhile potentially increasing enrollment, arm your employer clientswith tools to better educate employees about their benefitspackages. Benefit management platforms that enable employees toshop, compare and enroll in benefits give your clients anopportunity to improve employee satisfaction and ensure thatemployees fully understand the breadth of benefits offeringsavailable. An effective platform should include:

24/7 access from any device. In a June 2011study, SunLife Financial reported 71 percent of employees preferlearning about benefits online. Using an online benefits platformmaximizes access to benefits information and allows employees toenroll in benefits when it is most convenient for them. Theplatform should be available year-round for employees, not justduring open enrollment. Choosing a platform with mobilecapabilities further enhances accessibility, allowing employees tolearn about or enroll in their benefits from any handheld mobiledevice.

Visibility into total costs of benefits. Totalbenefits costs include employee payroll deductions, taxes andemployer costs. With the rise of health care consumerism, employeesneed to be aware of the various benefits packages offered by anemployer and their associated total costs. Plan comparison toolshelp employees view coverage and expenses for a variety of benefitsplans, allowing employees to choose the best option for theirunique situation. To help employees further understand the value oftheir benefit packages, employers can offer a view of theemployee’s total compensation package within the platform,including base salary, incentives, vacation and benefits. Thistotal compensation analysis is an effective employee education andretention tool that quickly helps employees understand theircompany’s financial commitment.

Multiple forms of communication. Whileemployees seek easy-to-digest information, employers seek effectivemethods to deliver consistent messages. The challenge ofcommunicating across a company is often complicated by geographicdispersion, language barriers and low engagement rates. In a recentsurvey from United Healthcare, 77 percent of employees said theiremployers should use simpler language to describe benefit options.Using clear, concise messaging and a variety of mediums, includingprinted materials, online materials and video, is the best way toreach the largest audience. Allow employees to choose theirpreferred method to receive benefits information, either via email, snail mail,text messaging or a combination of these.

Improving open enrollment

Using a benefits management platform, especially during openenrollment, streamlines benefits processes and allows employers tofocus less on administrative tasks and more on strategic HRinitiatives. Offering a platform to your clients means they canstreamline open enrollment, reduce costs associated withdistributing plan information, improve employee communication,personalize the enrollment experience and eliminate potential dataentry errors. Employer business rules are enforced at the point ofentry, ensuring that employees only see benefits information thatpertains to them. HR professionals are able to store all benefitsinformation in one place, approve all employee benefits electionsand transmit benefits information electronically to their insuranceproviders and payroll systems.

Brokers and employers also see an increase in plan participationwhen using an online benefits management platform, which isespecially important when offering voluntary benefits thatsupplement an employer’s benefit package. Incorporating enrollmentfor voluntary benefits into an employee’s core enrollment processeliminates extra steps that can deter employees from participatingin voluntary benefits.

Improving your business

Broker-specific portals offer features similar to benefitsmanagement platforms but are focused on the unique business needsof a broker. Using a broker portal, brokers can generate quotes,shop and compare benefits plans, manage enrollment and communicatedirectly with clients. Online tools and videos can help guideclients through the sales process. Broker portals also streamlinebilling, enabling brokers to manage and pay one consolidated billand view clients’ invoices and payment history.

As platform technology continues to transform consumer behavior,it is essential that employers and brokers adapt to changes inemployee preferences. Using a benefits management platform allowsemployers and brokers to communicate with employees via a methodthey prefer while also streamlining benefits management.Understanding the value their customers gain from a benefitsmanagement platform will differentiate brokers from theircompetition. Partnering with a technology platform provider allowsbrokers to pass along the value of a platform directly to theirclients and position themselves at the forefront of benefitsmanagement.

Nancy Sansom is senior vice president of marketing andcommunications for Benefitfocus. She can be reached [email protected].