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Expert Opinion

Taking the facts OUT of benefits communications

When it comes to enrollment, employees are responding and acting based more on emotional cues than factual ones.

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Details and facts matter when it comes to communicating with employees about benefits, but it’s definitely not among the key reasons they’re enrolling in these benefits. (Photo: Shutterstock)

I’ve been in the insurance industry for 30-plus years. During that time, I’ve worked with hundreds of clients and companies in the voluntary benefits space. Obviously, a big piece of offering voluntary benefits is communicating with employees about those benefits. And, throughout most of my career, we’ve focused those communications on the facts and details of benefit plans.

That’s just not the case anymore. We recently completed research that told us employees prefer the exact opposite of what has been focused on in the past. Okay, maybe they don’t “prefer” fewer facts, but employees are responding and acting based more on emotional cues than factual ones.

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