Employers desire efficient enrollment technology, but ifthey don't recognize that voluntary requires additional thought andsupport distinct from medical and/or core benefits, participationwill suffer. (Image: Shutterstock)

More and more we find that employers want to use the same systemto enroll voluntary that they use for other benefits. In fact, 63percent of the 1,000 employers surveyed last year in ourMarketVision: The Employer Viewpoint survey, said they want allbenefits enrolled on one platform regardless of whether differentcarriers are used. More than half said that they want onlineenrollment to be part of their ben admin system rather than aseparate system.

Unfortunately, ben admin platforms are often not the best atcommunicating the benefits, options and features of voluntary.Employers desire efficient enrollment technology, but if they don'trecognize that voluntary requires additional thought and supportdistinct from medical and/or core benefits, participation willsuffer. Does this mean that we have to accept this kind ofsuboptimal voluntary performance?

Related: How will the benefits administration landscapeevolve in 2019?

Bonnie Brazzell and Nick Rockwell,Eastbridge Consulting Group, Inc.

Based on the survey, it doesn't appear that we do. Employers arelooking for help, and want quality enrollment communicationsmaterials. They also want their employees to have access to tools,calculators and benefits advice to help them make good decisions.Just over half of respondents said that help developing acommunications and enrollment strategy is a key factor in choosinga voluntary carrier.

As the broker, you play an important role. Almost half of thosesurveyed said your recommendation is critical when they decidewhich carrier(s) to use for voluntary. You are in a position tomake sure employers' and employees' needs are met. Even if theemployer is using their existing ben admin platform, you don't haveto stop at getting the products loaded onto the system.

It is important that you design a multi-faceted campaign toeducate employees about their options. Multiple exposures areimportant, as not all employees think the same. Some like to readinformation on a website, some want paper materials, and stillothers want to talk to someone. Make sure you offer alternativesand that the carriers you work with provide a wide variety ofpre-enrollment communications options.

Employees also want personalized enrollment materials and toreceive educational information throughout the year. Make sure thatyour carrier partners can support you in this way, too.

Employers need your help to make sure the voluntary benefitsthey choose aren't just on the platform. Differentiate yourself byshowing employers you can work with their existing technologyrequirements and provide solutions for the additional tools/supportrequired to make voluntary program participation a success. Makesure you are putting together a robust and integrated campaign toget great results. You might be surprised to find that the employeris open to doing more to ensure their employees are well informedand able to make good decisions.

Read more: 

• High-tech vs. high-touch: the best ways to helpwith enrollment decisions
• Voluntary tech platforms: Pick your partnerswisely
• Hot voluntary products andplatforms