October 22, 2024

Open enrollment is one of the most critical times of the year for both employers and employees. It’s when employees have the opportunity to make key decisions about their health insurance benefits for the upcoming year. For employers, engaging employees and ensuring they understand their options is essential for promoting better health outcomes, reducing confusion, and ensuring satisfaction with the benefits package.

Here are some tips to make your employee communication strategy during open enrollment as effective and engaging as possible:

1. Start Early and Create a Clear Timeline

One of the most important things you can do to engage employees is to start early. Don't wait until the last minute to notify employees about open enrollment dates and deadlines. By providing a clear timeline, you can help employees avoid the rush and stress of last-minute decision-making.

Pro Tip: Send a save-the-date email and follow up with regular reminders as the enrollment period approaches. Include key dates such as when open enrollment begins, any webinars or information sessions, and the final day to submit benefit elections.

2. Offer Multi-Channel Communication

Employees digest information in different ways, so it’s important to use multiple communication channels. Beyond emails, consider hosting webinars, in-person meetings, and one-on-one consultations to answer questions. Offering online resources, like FAQs, video tutorials, and infographics, can help employees learn about their benefits on their own time.

Pro Tip: Use a mix of printed materials, digital content, and personal interactions to ensure everyone can access the information they need in the format that suits them best.

3. Simplify the Complex

Health insurance terminology can be confusing for employees. Terms like "deductible," "copay," "coinsurance," and "out-of-pocket maximum" may not be fully understood by all employees, leading to misinformed decisions.

Pro Tip: Break down complicated terms into simple, understandable language. Consider providing a glossary of common health insurance terms, or linking to educational content that explains these concepts in detail. You can even host short "insurance 101" workshops to help employees make more informed choices.

4. Highlight What’s New and What’s Changing

If there are any changes to the health insurance plan, highlight these early and clearly. Whether it's a new plan option, changes in coverage, or premium adjustments, employees need to know how these changes will impact them. Be transparent about the reasons behind these changes and focus on how they can best navigate the new options.

Pro Tip: Use side-by-side comparisons of last year's plan versus the new plan, making it easier for employees to visualize changes. Focus on how these adjustments align with their needs and overall health goals.

5. Leverage Employee Testimonials and Real-Life Examples

One way to engage employees is by sharing stories from their peers. Hearing about how someone in a similar situation benefited from a particular plan or program can make health insurance more relatable. For instance, highlight how an employee saved money by selecting a high-deductible health plan paired with a Health Savings Account (HSA) or how a wellness program helped someone manage a chronic condition.

Pro Tip: Feature short video clips, testimonials, or written case studies of employees who have had positive experiences with your health plans and programs.

6. Host Interactive Q&A Sessions

Providing open forums where employees can ask questions is a great way to foster engagement. Hosting virtual or in-person Q&A sessions, town halls, or panel discussions with benefits experts or HR representatives allows employees to voice their concerns and get real-time answers.

Pro Tip: Create an "Ask HR Anything" session, where employees can submit their questions anonymously ahead of time or during the session. This provides a safe space for those who may be hesitant to ask questions in front of their peers.

7. Emphasize Preventive Care and Wellness Programs

One of the key aspects of any health benefits plan is its focus on preventive care and wellness programs. Many employees overlook these benefits, even though they can play a major role in improving overall health and reducing long-term medical expenses.

Pro Tip: Create engaging content that highlights the importance of preventive care. Share information about covered screenings, wellness incentives, gym reimbursements, or mental health support programs. Showing employees how they can take advantage of these resources throughout the year can lead to better outcomes and higher engagement.

8. Personalize Communication

Tailored messages resonate more with employees. If possible, send personalized communication based on employees’ prior benefit selections, usage, or life stage. For example, employees who are nearing retirement may need more information about Medicare or retiree health benefits, while younger employees might appreciate resources explaining high-deductible plans and HSAs.

Pro Tip: Use data from previous years to identify trends and create targeted communication campaigns. For example, if you see that employees underutilize the wellness program, focus communications on how it can benefit them specifically.

9. Follow Up After Open Enrollment

After open enrollment, it’s a good idea to continue communicating with employees. Ensure they understand the choices they made and what steps they need to take next (such as updating dependent information, setting up an HSA, or selecting a primary care provider).

Pro Tip: Send a post-enrollment email that recaps the benefits they’ve chosen, includes important next steps, and reminds them of key resources for ongoing support throughout the year.

Conclusion

Open enrollment is a great opportunity to engage with employees and help them take control of their health care choices. By starting early, offering multiple ways to access information, simplifying complex topics, and providing personalized support, you can help employees feel confident and informed as they make important decisions about their health insurance.

You don't have to go at it alone. Your benefits partner, such as your broker or third-party administrator, should be a wealth of information and resources to support you during this hectic time. Here are five more tips for a smooth open enrollment period.