That being said, benefits selection continues to be undervalued and underreviewed by employees, which is frustrating for employers. Even with increased  focus on healthcare, how employees understand their healthcare options  hasn't changed over the last few years. Your ability to market your benefits offering, including what's new, what's changed, and what's stayed the same,  likely has a significant impact on the perceived value of those benefits.

FOMU is the new FOMO

In-person meetings are a great way to encourage knowledge sharing and benefits understanding. However, due to precautions in response to the ongoing pandemic, meeting this option is less preferable or possible than in years past. Your employees are likely still suffering from FOMU, or "fear of meeting up." No matter if your company has committed to a fully remote, hybrid, or some form of in-person approach, planning for the unexpected is a tiresome requirement for every benefits manager.

On the flip side,  getting creative presents a new opportunity to change your benefits selection experience. While there is no way to replace the intimacy of traditional office meetings, an integrated marketing approach can reinvigorate your open enrollment this year.

Take an integrated COMMS approach

Marketing has come to HR. It's time to borrow the learnings from your marketing partners and plan an integrated communication strategy to reach the elusive consumer (in this case your employees). 

Here is the easiest way to get started:

Map your message plan – outline a clear and concise value proposition for what you are offering. 

• Benefits are a very serious financial selection for employees, but you need to find an appealing, engaging strategy to draw them in. 
• Think about the right balance based on your company culture and values.

Start with a communication plan in the places employees are the most engaged. 

• That could include your internal message platform, email or meetings. 
• One is not enough. 
• Try a few different messaging approaches and platforms to determine which has the most impact.

Follow up with a regular cadence.

•  1 day, 3 days, 5 days, etc.

There is no magic bullet for employee engagement, so some mix of the options above, and don't' be afraid to add a few more that are a fit within your company culture to create the benefits of the communication framework that you need. From there, as with all marketing programs, persistence is key.

Follow up every chance you get. Over investment now will pay off in the long run.

Survey the finish line

The easiest mistake after an overwhelming open enrollment season is to hit the brakes and remove it from your day-to-day. However, in a few months, take the time to measure the impact of your strategy and any changes you made. Look at adoption of new options, such as telemedicine, or increased work from home benefits, as well as how employees are utilizing existing options, such as the same health plan year over year. While this initial measurement won't capture the full value of your benefits offering, it will clearly show employee perception.

Consider quick anonymous polls, detailed surveys, and 1:1 interviews. While the next open enrollment seems far over the horizon, in a few months you will begin investigating changes to your benefits structure. Use those results to report back to your internal stakeholders to get a clear action plan for the next 6 months.

There is no roadmap for this year's open enrollment plan. As we continue to navigate the upheaval caused by the ongoing pandemic, employee attitudes are shifting quickly. A positive benefits perception is the best way to improve employee retention right now. Getting detailed feedback from there is the best way to duplicate that success next year.

Shobin Uralil is the COO and Co-Founder of Lively.

Disclaimer: the content presented in this article is for informational purposes only, and is not, and must not be considered tax, investment, legal, accounting or financial planning advice, nor a recommendation as to a specific course of action. Investors should consult all available information, including fund prospectuses, and consult with appropriate tax, investment, accounting, legal, and accounting professionals, as appropriate, before making any investment or utilizing any financial planning strategy.