Shifting the mindset to think ofemployees as customers may be the key to a successful healthbenefit communications campaign. (Photo: Shutterstock)

Do we have telehealth benefits? Who do I call to get counselingfor my daughter? I know I missed open enrollment, but can I makeone small change?

To the dismay of many HR benefit professionals these questionsare all too familiar, especially given the significant amount oftime, money and people resources dedicated to offering turn-keybenefits to their workforce. Employees often don't pay attention orread the communications sent, and as a result many won'tparticipate and fully engage in the benefits packageoffered.

Related: Benefits in a new world

A recent employer survey conducted by the non-profit MidwestBusiness Group on Health found that employers' top benefit priorityfor 2020 was providing effective health benefit communications,followed by employee engagement in programs and use ofbenefits.

When benefit plans meet employees' needs, workers are moreengaged with their jobs and are more likely to remain with theiremployer. Engagement is not simply participation, but also whetheremployees are truly using and benefiting from the health programsand services offered.

Shifting the mindset to think of employees as customers may bethe key to a successful health benefit communications campaign. Therole of the HR benefits professional is sometimes that of amarketer. The end goal is to meet employeeswhere they are in their health journey, provide a personalizedemployee experience, capture their attention at the right time andplace, and keep them engaged.

A communications approach tailored to an organization's cultureis critical to engaging employees in appropriate use of healthcare, employer-provided benefits and health improvement programs.The right mix of resources and tools and the way they are sequencedand reinforced can have a significant impact on how employeesmanage their health and make informed health care decisions.

This is even more critical amid the COVID-19 pandemic. HRbenefit professionals are channeling much of their communicationsefforts toward getting the word out about critical topics relatedto remote work, travel restrictions, furloughs, layoffs andpersonal health and safety. It is especially important for this toremain a top priority, especially as employers do not want peopleto feel isolated. This is also a time when benefit communicationscan be refined and refreshed in preparation for the upcoming openenrollment season.

According to the 2020 Edelman Trust Barometer, employers aretrusted to provide accurate information, however they are notalways perceived to be ethical. This presents opportunities asemployers prepare for the upcoming open enrollment season; howemployees view their employers now will influence their ability toengage them later.

A first step is creating a listening strategy. Typicalcommunication channels no longer get the attention of employees.It's time to get creative and wear the hat of a marketer to thinkthrough how to communicate benefit offerings and changes to ensureemployees understand their options and engage with programs thatwill improve their health and wellbeing. Ensuring a centrallocation for all benefits materials is a good investment. Whilemany employees are sheltering at home, consider hosting virtualfocus groups to learn more about what benefits they value and howthey want to receive benefit communications.

Given the far-reaching impact of COVID-19 on the health andwellbeing of the US workforce, ensuring that employees understandand take advantage of offered benefit programs is more importantthan ever. The work done now can make a big difference come openenrollment season this fall.

Dawn Weddle is director of memberengagement at Midwest Business Group on Health.

Read more: 

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• 3 ways to help employees get through thecoronavirus pandemic
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