REFLECT ON THE PAST AND THE FUTURE
Now is the time to reflect upon where your organization has been and where it is headed. The following questions may create insights to power your Open Enrollment communications:
• How did the past year impact your communications? Many employers modified their tone, style and messaging during the pandemic. Many also made significant cultural changes, such as transitioning to 100% remote work or a hybrid approach. In response, should you adjust your communications? Do you need to vary the types of communications to capture the attention of employees?
•Should any new benefits or perks be offered? Now might be the time to consider new offerings. According to the National Business Group of Health, 51% of employers implemented more virtual care solutions in 2020 to improve employee engagement and member convenience. Claims trend data and employee feedback are good sources for developing new ideas.
RECONNECT BY DEMONSTRATING COMPASSION AND FLEXIBILITY
2020 took an emotional toll on employees. As a result, your team members are looking for more support from their employers and more compassionate communications.
• Personalize your messaging. Emphasize your holistic approach to employee health and well-being. Highlight the diversity within your plan and how it supports employees both inside and out of the workplace.
• Be sensitive about change. Plan changes or new carriers are daunting for employees, especially if accompanied by higher premiums or a switch to a new primary care provider. What to do? Communicate early and often. Explain the reason for the changes, give employees time to discuss important decisions with family members, and provide ongoing support.
• Celebrate your expanded offerings. Many employers enhanced their benefits and perks during the pandemic. To engage employees during Open Enrollment, call out your new offerings, and communicate the positive intent behind those additions.
Another opportunity to engage employees is creative communications. Consider the following:
• Educational videos. Did you know that (according to Panopto) employees are 75% more likely to watch a video than read text?
• Meeting polls. Virtual meeting fatigue is real. Many platforms can incorporate poll questions and to keep employees tuned in.
• Meeting raffles. Who doesn’t love a good raffle? Employees are more likely to attend meetings if a prize is on the line.
• QR codes: Instead of printed materials or hyperlinks to resources, QR codes can connect employees to online documents through the camera function on a smartphone.
ELECT – GUIDE YOUR TEAM THROUGH THE PROCESS
According to Benefit News, almost half of all workers are apprehensive about the Open Enrollment process. Anxiety can be reduced by providing additional resources, such as:
• Decision support tools can help employees evaluate costs, better understand plan options, and receive personalized recommendations based on their needs.
• A dedicated hub for benefits communications. A hub will organize all benefits-related information in one location. Information can be easily accessed from your intranet, benefits administration system, or a mobile app.
It’s important to promote the fact you will continually provide support. Before, during and post Open Enrollment, let employees know help is available. Also consider a dedicated member support service. This can be made available year-around for questions about life events, claims management, and services covered under a plan.
LET’S WORK TOGETHER
Marsh & McLennan Agency helps employers create world-class employee programs that attract, retain and motivate employees. If you’d like to partner with us on your Open Enrollment, or to learn about our approach to benefits communications, please don’t hesitate to reach out.
Brian Hegarty is principal and managing director Los Angeles / Employee Benefits Division for Marsh & McLennan Agency. He can be reached at (310) 702-6220.
