Gap 3: Communication

One of the opportunities HR practitioners continue to struggle with is communicating benefits options: what's offered, how they work and how to make the best use of them. A robust benefits program is an important part of a company's value proposition, but employees may not realize it if we don't tell them — repeatedly.

Start by communicating benefits throughout the year, not just during open enrollment. Explain why they're important, share employee success stories and measure employee engagement with your communications. When asked if they're proud of the benefits their companies offer, more than a quarter of employees answered "no" or "not sure." Your communication can help employees understand and appreciate the value of their benefits packages.
Use both digital and traditional communication channels, including email, intranet, Slack or Teams, text messages, social media, digital signs, meetings, mail, etc. While you may have been discussing benefits in meetings for months, it can be difficult to engage them on this topic without repeated messaging.
Keep messages simple, effective and straightforward. When asked to choose from a list of seven ways to improve how they enroll in benefits, 19% chose "simpler language to help me understand what is and isn't covered."* Don't get lost in corporate-speak or bogged down in unnecessary words. Do be honest and address changes or concerns, such as cost increases.

Open enrollment season and beyond

We know that benefits can be a significant differentiator in attracting and retaining employees, especially during times when the job market is hot and economic uncertainty and anxiety are high. While it might be too late this year to bring in new digital tools for open enrollment, it's not too late to create communications plans and offer one-on-one sessions with advisors, either online or in person, to help employees understand their benefits and benefits value.

Instant Insights /

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