The report offered several takeaway messages for brokers and employers as they look ahead to this year's open enrollment:

Decision-support tools fuel even higher engagement. Decision-support tools help employees make more-informed decisions that save them and the company money. This self-serve approach to researching, evaluating options and selecting plans boosts selection confidence and improves enrollment results.
Push messages frequently. Consider creating a benefits communication calendar. Make sure messages are concise, visual and actionable. Include deadlines and enrollment portal access information in every message. Supplemental information such as access to a benefits resource center, digital benefits guides, explainer videos or information around voluntary benefits should be shared regularly. This focused approach resulted in better knowledge and improved results.
Personalize messages. Customization of employee benefits has become part of improving the employee experience. Digital enrollment campaigns were particularly effective, because they could be adjusted and customized for a variety of audiences in multiple languages across a dispersed workforce.
Deliver more resources and make it visually appealing. Visually compelling content and more-frequent distribution of content was an overarching theme. The pandemic highlighted the need for benefits such as telehealth, mental health services, wellness and hospital-indemnity coverage. There was a greater emphasis on self-guided education around voluntary benefits, which requires more-engaging visual content, with more- frequent and focused distribution.
Mobile friendly. One trend we is an increase in content that can reach employees (and their spouses) no matter where they work.
Active enrollment prevails. Campaigns that specified it was an active-enrollment period saw an engagement rate nearly 30% higher than those that were explicitly passive or where active/passive wasn't specified at all.

Read more:

Instant Insights /

Digital tools the new standard for open enrollment engagement

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