It doesn't matter how great a benefits program is if employees and their families don't know or understand what is available to them. (Photo: Shutterstock)

Every day I have opportunities to speak with strategic benefits leaders, consultants and customers. There is always a consistent theme to these conversations: People do not understand what benefits are available to them when they need them most. We live in an age where smart technology can suggest the next TV series to watch or your next online purchase, why can't benefits information be delivered in the same way?

One of the top challenges facing today's HR benefits leaders is communicating timely and specific information to employees regarding their benefits. How do they promote details about the company's health and benefits programs and do it in a way that stands out to and engages their employees?

Related: How technology is being used to refine benefits to attract, engage and retain top talent