Is June too early to plan for annual enrollment? Not at all
You only get one chance each year to tell your whole benefits story. Annual enrollment isn’t just about health and wellness benefits. Use this opportunity to champion the entire benefits program – including retirement, well-being, and voluntary programs. Help employees understand the total value the program offers them – and how to take advantage of it.
The path to a successful program
Start with a reality check. What worked well last year? What led to questions or confusion? To find out, review any employee survey results, or launch a survey to get input for this year. If you held a debrief, check your notes. And ask the service center what questions they are getting. Use the benefit of experience to develop your plan.
Create a roadmap. Review your demographics. What segments make up your audience? Outline objectives, dates, key messages, and deliverables for each group. Be realistic about timing, allowing for internal and external review of materials. Socialize the plan early on with leadership, HR, communications, and the service center to get everyone on board.
Be clear and candid. Employees want to knownot only what is changing, but why. Why are my rates going up? Why aren’t there more affordable options? Don’t sugarcoat bad news. Involve leadership to position the benefits environment, explain how the company is responding, and drive home the value your program delivers. Forthright communication is essential.
Use multiple channels. Enhance your enrollment materials with testimonials, telling the benefits story in employees’ own words. Use interactive materials that make it easy for employees to link directly to more information. Webinars, “explainer” presentations that compare benefit features and costs, and short-form videos will help showcase the full range of benefits. Repeating the same message using multiple channels enhances understanding and supports decision making.
Measure your success. Assessing the effectiveness and impact of your annual enrollment communication is essential, so don’t forget to build this step into your strategy. Gather quantitative data, like open rates and clicks, in addition to qualitative data from focus groups or surveys, to determine what worked and what missed the mark. You’ll thank yourself during next year’s planning.
The O’Keefe Group has helped clients develop successful, award-winning communication campaigns to support their annual enrollment efforts. We can assist with everything from strategy to planning to measurement.
