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As we begin a new decade, businesses that want to succeed in theyears ahead must ensure they are keeping up with today's changes orrisk becoming irrelevant. One area that should not be overlooked isa company's benefits strategy, which should be regularly reviewedand refreshed.

Over the years, benefits have evolved from a "check the box"item to a critical component of an employer's strategy forattracting and retaining talent. In fact, more than half(52 percent) of workers would be at least somewhat likelyto accept a job with lower compensation but a more robust benefitspackage, according to the 2019 Aflac WorkForces Report.

Related: Another step: 2020 BenefitsPRO BrokerExpo

Employee benefits do not have to look like less traditionaloptions such as unlimited vacation time, on-site yoga classes andgame rooms to be valuable to workers. As brokers and agentscommunicate with clients in the new year, here are three waysadvisors can counsel clients on how to refresh their employeebenefit strategies for 2020 and beyond.

1. Provide white-glove benefits support through value-addedservices.

Navigating the health care system, including finding anin-network doctor and making sense of medical bills, can beoverwhelming, especially for younger employees. In fact, two-thirds(66 percent) of millennial and Gen Z (63 percent)employees told Aflac's survey team that they find negotiatingmedical billing stressful.

At the same time, 41 percent have held off on seeing amedical professional because of cost concerns. Offeringaccess to value-added services can help reduce stress for employeesand employers alike. For workers, health advocacy assists withresolving medical billing and claims questions, locating anin-network provider and more. In addition, telemedicine allowsemployees to connect with a doctor digitally.

About 61 percent of consumers said they are willing touse telehealth for its convenience and faster service, and54 percent said they would use it to save money. And foremployers, this may mean employees miss less work due to health ormedical cost concerns.

2. Offer benefits addressing family history concerns.

Family history plays a crucial role in workers' health carecoverage decisions. Almost three-quarters (73 percent) ofemployees, including 80 percent of millennials and75 percent of Gen Zers, said their family history issomewhat to extremely influential in guiding their health insurancedecisions.

Additionally, 83 percent would be likely to purchaseinsurance to help cover costs associated with a serious illness intheir family history (e.g., cancer, heart attack or stroke). Thisis especially true for Gen Zers (95 percent) andmillennials (89 percent).

Taking this knowledge, benefits consultants can help clientschoose relevant policies. For example, if one's family historyincludes heart disease, one might consider critical illnessinsurance. Also, those with cancer in their family may want toconsider looking for cancer coverage that provides benefits forgenetic testing and health screenings, such as that offered byAflac.

Customizable benefits options are a win-win for employees andemployers alike, helping lead to benefits satisfaction and addedfinancial peace of mind.

3. Embrace technology for straightforward benefitsenrollment.

Over the past two decades, benefits enrollment andadministration have transitioned online alongside other industriesand services.

Today, 60 percent of employers use self-service onlineenrollment and 52 percent of consumers said they wereinterested in using an enrollment website for their benefitsenrollment. Advisors have an opportunity to better guide clients onhow to effectively leverage technology in the benefits enrollmentand administration process.

For example, an online enrollment platform as well as spendingtools and educational videos can help employees feel more educated,prepared and satisfied with their benefits selections. Look for aninsurer like Aflac providing their own benefits enrollment andadministration platform available for clients to use at no addedcost.

Change can be scary, but unknown medical costs can be evenscarier. Advisors have an opportunity to help prevent client'sbenefits packages from feeling outdated and guide them towardsolutions that will help them stand out to prospective talent. Thiswill position clients to better attract and retain top talent amidthe changing times ahead in 2020 and beyond.

Resources

• A link to a 2019 workforce survey report isavailable here.
• A Rich Williams article about men's health isavailable here.

Rich Williams is executive vice president and chiefdistribution officer at Aflac.