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We must position ourselves as year-round communications experts, helping employers and employees find more value in their benefit plans. (Photo: iStock)

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.

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