Now more than ever, employers mustconsider how to reach employees working from home or those who aresocial distancing while at the office. (Image:Shutterstock)

Employers around the country and around the world are respondingto current events, all while continuing to focus on day-to-dayoperations. As part of this, many organizations in the U.S. areevaluating existing health care benefits and retirement programs,and assessing voluntary benefits, EAP programs, paid family leave and timeoff.

Related: Ongoing enrollment communication

As employers plan for open enrollment season – or an off-cycleenrollment – careful consideration and planning should be given tohow to communicate benefits holistically. If shelter in placeorders and social distancing practices are still in effect duringyour enrollment window, it will also impact which communicationschannels are needed to reach employees.

Develop a plan and use a variety of communication channels

Putting together a strategic communications plan that includes ayear-round calendar for reminders about benefits and how employeescan maximize the value of what the company offers is a good firststep. It's important to make the materials and content clear,concise, and compelling to help enable workers to be better healthcare consumers. This means speaking in layman's terms and notovercomplicating information.

In terms of communications methods, leveraging a variety ofcommunications channels will help get the message out to everyone.Now more than ever, employers must consider how to reach employeesworking from home or those who are social distancing while at theoffice or on a job site. As organizations continue to move frompaper-based and manual processes for benefits and beyond, it isalso important to consider how to move annual enrollment to anonline experience as much as possible.

Sample channels include:

• Electronic: intranet, portals, emails,podcasts, webinars
• Social: blog posts, texts, mobile apps, socialmedia collaboration tools
• Meetings and conference/video calls: managermeetings, stand up meetings before shifts, benefits fairs, "ask theexpert" calls. Depending on the environment during annualenrollment, some benefits teams may choose to host virtual sessionsor conduct smaller group meetings.

Determine the right channels to reach the workforce

Many employers have shifted some or all of their workforce towork from home. For essential businesses, portions of the workforcemay still be going into an office, worksite, or plant whilepracticing social distancing and maintaining safetyprecautions.

Organizations must determine how to reach all portions of theirpopulations, for example: workers without email or mobile access,employees out on a leave of absence, and new hires who haveaccepted offers but not yet started their employment with theorganization. Printed materials such as benefits packets, postcardsto the home, table tents, and posters are still a viable method todrive awareness to these populations.

Benefits communication is a year-round opportunity

While the open enrollment season provides an opportunity toconnect directly with employees on their interests and needs,communication between employers and employees post-enrollment isjust as important. Employers should use that time to gatherfeedback, reassess strategies, make necessary changes, and improveupon their offerings.

However, employee communications regarding benefits should beprioritized throughout the year – not just during open enrollmentseason. In doing so, organizations can help their workersunderstand what the company offers and how to maximize the benefitsavailable to them. Benefits professionals can work with theircommunications team to create a calendar with ideas on how topromote benefits year-round, for example:

Measure, refine and plan for next year

Employers should evaluate the success of open enrollmentoverall, including how messaging was received and perceived. Fromthere, it's important to refine the communications plan, repeatwhat worked and eliminate what didn't during next year'scommunication campaign. Using metrics will help senior leaders gainclear and crisp insight into pertinent data, as well as potentialresources or changes to implement in the future.

Conducting a post-open enrollment debrief can also helpdetermine next year's approach. This could include analyzingdata-driven metrics such as enrollment, participation in programs(i.e., FSA / HSA participation, wellness program enrollments,biometric screenings), evaluating annual surveys, benefits callcenter data and volume, as well as anecdotal insights throughinformal conversations, focus groups, and social mediaoutreach.

Benefits represent a large portion of an employee's totalcompensation. And now more than ever, employees are looking toemployers for benefits information, options, and guidance.

To optimize each employee's understanding of the benefitsoffered and to increase satisfaction levels, employers caninstitute communications throughout the year – not just at openenrollment.

Mary Schafer is vice president of strategicadvisory services at ADP.

Read more: 

• 5 communication insights (and actions) for openenrollment
• Seeing the whole person: Make open enrollment workfor everyone
• 5 myths about enrollment that employers need toforget