The reality is that most of us have limited knowledge around how to make the best care decisions—which providers to see, where and why. (Photo: Shutterstock)
As an HR professional, I know all too well how difficult it is to attract and retain talent in today's job market. With record numbers of employees searching for new opportunities, many of us are struggling to fill talent gaps and discover which benefits will not only set us apart but also make us a true people-first organization by providing real, differentiated value for our people.
Now more than ever, providing robust health insurance plans and generous, holistic wellness benefits is essential and not just because of "The Great Resignation." The pandemic has driven a backlog of medical care; over the last two years, more than 40% of adults have delayed or avoided care because of COVID concerns We've also seen a mental health epidemic and a spike in substance abuse disorders. Employees are navigating more complex life situations than ever before; organizations, especially those that claim to be people-first, have an obligation help them through it by investing in their wellbeing.
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Many employers have answered this call by widening their range of benefit offerings, but this approach, while well-intentioned, can make things even more challenging for employees. In this world, an employee seeking care now has dozens of options to sift through before they're finding great care, resulting in more complexity, more decisions to weigh, and more burden on an already overwhelmed employee.
That's just half the battle. Finding the best, in-network provider for their needs—let alone one who is taking new patients or has available appointments any time soon—is another major hurdle.
On top of an already complex health care system, employees don't have the time to navigate it. Juggling full-time jobs with shifting school schedules or childcare, doesn't allow us to sit down and dig through benefits materials, research providers, and then call 15 offices to see if anyone is taking new patients. Life has been challenging enough of late.
A lack of time is one thing; a lack of insight or confidence is another. The reality is that most of us have limited knowledge around how to make the best care decisions—which providers to see, where and why. I've experienced this personally: When I was pregnant with my daughter and needed to choose an obstetrician after moving to a new city, I'll admit that I struggled to know which criteria to lean on to make my decision.
Ultimately, I chose primarily based on availability—after calling a dozen other providers and being told they were not accepting new patients—and a brief bio. She seemed nice enough and experienced, but this was one of the most important decisions of my life. I deserved to feel more confident than "good enough." To make things more interesting: I was also completely in the dark about my out-of-pocket costs and was shocked to receive a $3,000 bill from the hospital after delivery, which is pretty standard for most mothers covered under employer-sponsored insurance.
After my daughter was born, I leaned on my parent friends for a pediatrician recommendation. This approach is at least more informed than picking a provider based on a bio or a picture, but it's also fundamentally flawed. While referrals from our social networks are a great way to solicit advice from a trusted source, those recommendations are also limited by our friends' knowledge and experiences. And what's good for them may not be good for us.
As HR leaders, we have an obligation to help our employees overcome these barriers to high-value care. The right technology can help guide your employees in finding and booking care, making their lives easier and their decision-making better. And with more employees seeking employers who care about their overall wellbeing, streamlining the path to care is a powerful way to enhance the employee experience and your overall benefits package for current employees and candidates alike.
Functioning as the "digital front door" to your suite of benefits offerings, a health care guidance platform helps to eliminate guesswork and build your employees' confidence around the care they're receiving. The result is employees finding the best care at the best cost with ease.
Especially in such a competitive hirings market, employees know they have more options than ever. And, rightfully, expectations for a holistic employee experience are only growing. It's a tall order for people leaders to deliver and innovate on these expectations; thankfully, we've seen a proliferation of resources and technology at our disposal that make it easier for us to build the most attractive benefits, opportunities, and culture.
As you revisit your 2022 (and beyond) priorities, and with benefits renewals fast approaching, I encourage you to keep in mind that the volume of benefits offerings is only as meaningful as an employee's ability to navigate them. Delivering real value to your employees will require equal investment in both.
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