Voluntary benefit enrollment is often characterized as an event. We've all seen (and probably created) publicity related to open enrollment periods; invitations to meet with benefit counselors and similar event-based notices. Posters are placed in common areas and table tents festoon conference tables and lunchrooms. Company websites and emails announce enrollment time.

This campaign support provides reminders intended to prompt employees to enroll, but it's not the best way to build employee engagement. It does little to promote understanding of the value of the employer's benefit program. If the employer's goal in offering benefits is to make employees happier with their employer, enrollment must be viewed as a process, not an event.

So how do we help achieve that? Enrollment needs to be planned and executed as one element of an ongoing campaign of communications. This begins with our discussion about benefit communications with employers. We need to make sure employers understand that success in meeting their goals for benefits means making sure employees understand the value of those benefits throughout the year.