Rethink benefits platform usage

Modern benefits administration platforms are brimming with features designed to make managing benefits straightforward. However, simplicity does not always translate to active employee engagement. The focus of these tools is often centered on the open enrollment period or the new-hire enrollment window. The result: Employers are neglecting the remaining 364 days of the year, when benefits are not top-of-mind for employees.

One response would be to use data that is readily available in the benefits administration platform to guide a shift in communication about benefits. Analyzing platform data and user behavior can unveil insights into when and how employees interact most with their benefits. Armed with this knowledge, HR teams can strategically deploy communication efforts when engagement is naturally higher, ensuring that employees are more receptive to benefit-related information.
Another tactic is to implement a drip-feed model to share information, sending out regular updates about benefits or reminders of available resources. This strategy far surpasses the traditional "set it and forget it" methods and keeps the conversation about benefits alive year-round.
You can also advise HR leaders to deliver training and support to help employees have a more comprehensive understanding of their benefits. Stated simply, many employees lack the knowledge to make informed decisions about their benefits or effectively utilize them. Employers can bridge this gap by providing continuous training and support, either through interactive platforms or live sessions. This ongoing education fosters a workplace environment where benefits are understood and valued.

Effectively deploy modern communication tools

The advent of digital workplace communication tools offers an unprecedented opportunity for benefits brokers and HR leaders to embed benefits discussions into the fabric of day-to-day work life. Platforms like Slack, Teams, and Google Chat are not just mediums for circulating casual announcements. They can also be leveraged for more substantial year-round benefits communication.

One option is to actively engage employees through these channels. These tools offer the immediacy and interactivity that email lacks, making them perfect for encouraging questions and participation. By creating dedicated channels for benefits discussions or hosting regular Q&A sessions, HR teams can foster an environment of active engagement that goes beyond passive awareness.
Another good use of these tools — or the communication tools in an optimal benefits administration platform — is to consistently solicit employee feedback about their benefits. Year-round feedback loops provide crucial indicators of benefits effectiveness and employee sentiment. The right platform will offer anonymous polls, open forums, and suggestion boxes, all of which can be integrated to gather insights about what employees truly value and where improvements are needed. This approach not only keeps benefits top-of-mind but also ensures they remain aligned with the evolving needs and expectations of the workforce.

Personalize the conversation

The importance of personalized employee-manager relationships cannot be overstated as part of the benefits conversation. Encouraging regular, meaningful 1:1 meetings between managers and team members creates a safe space for discussing personal development, including how to best utilize their benefits.

For starters, HR leaders can include benefits in each employee's discussions around career planning. Benefits discussions during these meetings should not just center on HR mechanics, but also relate benefits to the employee's career and life stages. Encouraging managers to understand and articulate the value of benefits in meeting their team's personal goals or challenges builds a connection that simple dissemination of information cannot match.
Addressing wellbeing holistically is another way to make the conversation around benefits more personal and, therefore, more meaningful and engaging. Managers can play a pivotal role here by promoting a culture where employee well-being is a priority. By integrating benefits into conversations around physical, mental, and financial health, they can ensure that the company's investment in benefits translates into a more resilient, loyal, and productive workforce.

A call to action for year-round engagement

The narrative around benefits needs to shift from a passive, compliance-driven activity to a proactive, engaging element of the employee experience. Employers, benefits advisors and HR professionals need to leverage the available data, tools, and human connections at their fingertips to reimagine benefits engagement as a year-round conversation — a communication stream that is dynamic, personal, and robust.

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Get real: employees & employers only care about benefits when they need to

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