They say the way for a musician to get to Carnegie Hall is “practice, practice, practice.” In the voluntary benefits world, I say the recipe for ongoing enrollment success is “planning, planning, planning.” Just as you can’t show up and expect to play at Carnegie Hall without having mastered your craft, you can’t schedule enrollment without advance preparation.
Creating an ongoing enrollment strategy is a prime example of planning that enables success. And it isn’t just about enrolling employees, either. As with any good solution, it has to work for all parties involved — and brokers, enrollment organizations and employers can reap the benefits of a multi-year employee communications or engagement enrollment strategy just as much as the employees.
The three elements of a multi-year enrollment strategy
So, what is a multi-year enrollment strategy? It involves laying the groundwork for what you want to accomplish year-over-year when it comes to an employer’s benefits package, their employee communication and engagement needs, and actual enrollments. I’ve found that an effective enrollment strategy incorporates all three of these elements.
Any effective enrollment strategy requires solid communication, and a multi-year enrollment strategy is a great way to deliver. Simply put, employees don’t think about enrollment year-round. They research and make elections during enrollment and then don’t dedicate much thought to their benefits unless they need the coverages. To help employees maintain familiarity with their benefits, brokers and employers need to ensure that employee communication is given attention throughout the year. Regular communication about the benefits, the enrollment dates and, perhaps most importantly, the synergy between their core and voluntary benefits will create more informed, more satisfied and better protected employees.
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