Annual enrollment is a two-week sprint, but helping employees understand the wealth of benefits available to them and the value they bring is a communication journey. Now that AE is in our rearview mirror, here are some things to consider:
Four reasons ongoing communication is so important:
- Benefits are only useful if employees know they exist. A well-timed reminder about EAP services or preventive care can turn a forgotten perk into a lifeline.
- Life events happen all year round. Employees need guidance when they get married, have a child, or face a health crisis — not just during enrollment.
- Consistent communication builds trust. Ongoing communication reinforces that your organization cares about employees’ well-being, it’s not just lip service.
- Communication drives smart decision-making. When employees understand their benefits, they can make decisions that reduce costs and improve outcomes.
Plan your campaign
Start with an Annual Enrollment debrief while it’s still fresh in your mind.
- Talk to your team about what went well, and maybe not so well! How can it be a better experience for you and your employees next year?
- Ask the Service Center what kinds of questions they’re getting and what employees need more clarity about. Build those stories into your communication campaign.
- Get the AE story first-hand from your employees. Which tools and resources did they rely on? Was it easy to enroll? If you haven’t built an employee survey into your enrollment site, consider launching a short pulse survey.
Meet employees where they are
Use a mix of different communication channels, such as email, intranet, and e-cards. Here are some things to focus on.
- Seasonal reminders: Promote flu shots in the fall, financial wellness tools during tax season, and mental health resources during high-stress periods.
- Support the moments that matter: Create easy-to-navigate guides for important events like having a baby, changing coverage, or accessing leave.
- Showcase resources that support physical, emotional, and financial health. Let employees know what tools are available and where to find them. Share stories about employees who have used these resources.
- Emphasize the “don’t leave money on the table” benefits: Send reminders about free in-network preventive care, flexible spending accounts, Health Savings Accounts, and matching 401(k) contributions. Use short explainers, employee testimonials, or quick tips.
- Enable smart decision-making. Showcase specific tools with links to your intranet, microsites, and benefit partners’ websites.
- Keep company policies top of mind. Provide fact sheets summarizing the various leave programs available, including newborn and elder support and bereavement leave.
Final thought
Benefits take a big chunk out of your employees’ household budgets. Helping them make the most of these plans will bolster engagement and help employees focus on the value, not just the cost, of their benefits.
Need help with a campaign that shines a light on your benefits throughout the year? The O’Keefe Group is here to help.
