In this episode, we talk with Melissa Burkhart, founder and president of Futuro Solido USA. We discuss her work in the benefits translation space and the crucial need for effective, culturally sensitive benefits translation and communication, especially for Spanish-speaking workforces as well as why establishing trust and creating connections with employees matters now, more than ever. Burkhart explains that a message designed to resonate with English speakers will not have the same impact on a different audience.
She also offers lots of great tips and ideas about benefits communication as we head into open enrollment season, including a key challenge for employers during enrollment season: reaching workers who are not desk-bound or reliant on email. As Burkhart puts it, "Trying to reach a Spanish speaking workforce through email is like trying to reach members of the AARP through Snapchat."
We also discuss her new partnership with NABIP and her work with the Coalition for Inclusion in Benefits and Insurance (CIBI). Given the current political landscape and the justifiable historical mistrust of the U.S. health care system among many minority communities, Burkhart advises employers to be frank and transparent, acknowledge the difficulties, and, crucially, allow sufficient time for employees to ask questions and establish rapport with a knowledgeable human presenter who can build trust.
And yes, as always, we also go down a few rabbit trails, including the hidden connection between middle schoolers, grammar and anchovies, some liberal arts bonding, and a little rant about the vastly underrated food scene in Denver.
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