As the competitive landscape for benefits brokers gets tougher,effectively communicating benefits strategies with clients—andhelping them better communicate those strategies with theiremployees— becomes even more critical. The ultimate goal ofcommunicating benefits strategies is to increase employeeretention—and a broker's business is on the line if communicationis weak, says Elizabeth Halkos, chief marketing officer ofPurchasing Power, an Atlanta firm that offers employee purchasingprograms through payroll deductions.

“If communication to employees is not strong, there is apotential for brokers to get feedback from their clients that theirbenefits are not as effective as the broker pitched them [to be],”Halkos says. “But the reality is that it could have to do less withthe products themselves and more about whether they are beingcommunicated in the right way.

The broker needs to be getting the client on board.” First onthe agenda should be finding out how each employee likes to receiveinformation – via a website, an email or a text message, throughsocial media, on paper or in person. Studies show that a third ofemployees still prefer to have their benefits explained in person.“It takes a lot of listening and learning, and brokers need toeducate their clients about this issue,” Halkos says. Just ascritical for the broker is learning how employers like to becontacted, as many clients still prefer to spend quality face timewith their brokers, she says.