Benefit advisors have a lot to consider when it comes to marrying technology to modern employee expectations on behalf of their clients. Newcomers and veterans alike have watched a rapid evolution of benefit selection technology in recent years, and most of us in the industry acknowledge the days of transactional technology experiences—where employees simply accessed a portal and selected a health care benefit—are gone.

Employees now want personalized experiences that match their desired communication needs and health care priorities. Yet helping employers meet these expectations can be challenging considering the dynamics of multi-generational workforces with varying health concerns and preferences to consider. For instance, the health care priorities and expectations of millennials, who now comprise the largest percentage of the workforce, can be different than baby boomers.

There is no one-size-fits-all approach that meets the needs of all generations in the workforce—baby boomers, Generation X, millennials and the up-and-coming Generation Z. Benefit advisors must help companies meet evolving consumer and generational expectations related to education and communication about their health care options. And while it's easy to gravitate towards uniform benefit strategies, the reality is employee satisfaction can be linked to customized experiences.