Summary
A great open enrollment communication strategy can boost employee engagement. Learn how to craft a winning plan before, during, and after enrollment to ensure your team understands their benefits.
When it comes to open enrollment, the benefits you offer are only as good as your communication plan. Many businesses fall into the trap of simply sending a dense PDF guide and hoping for the best. Unfortunately, this often leads to confused employees who either miss the deadline or make uninformed decisions, which can lead to frustration and a lack of appreciation for their benefits package. A solid communication strategy can empower your team and ensure they understand the full value of what you offer.
Phase 1: The Pre-Enrollment Teaser (3-4 weeks out)
This is your chance to build momentum and get employees thinking about open enrollment before the forms land on their desks.
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Create Curiosity
Send a series of short, engaging “teaser” emails or posts that highlight new benefits or key changes without giving everything away at once. Use a fun and conversational tone.
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Announce the Dates:
Clearly communicate the official open enrollment window and important deadlines. Post this information on shared calendars, company bulletin boards, and in team meetings.
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Set Expectations:
Let employees know what to expect in the coming weeks: when they will receive materials, where to go for help, and when live sessions will be held.
Phase 2: The Core Communication (During Open Enrollment)
This is where you make the information accessible and easy to digest. Focus on a multi-channel approach to reach every employee.
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Utilize Visuals and Videos:
Instead of a wall of text, use simple infographics to compare plan options side by side. Create short videos (under two minutes) that explain complex terms like “deductible” or “HSA” in a visually appealing way. A video from a company leader can also add a personal touch.
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Host Interactive Sessions:
Schedule a mix of in-person and virtual meetings to walk employees through their options. Dedicate a portion of each session to a live Q&A. This direct interaction helps build confidence and reduces confusion. For those who can’t attend, record and distribute the sessions for on-demand viewing.
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Build a Central Hub:
Consolidate all your benefits information in one easily accessible online location. This could be a dedicated benefits portal, a microsite, or a folder on your company’s shared drive. This single source of truth eliminates the frustration of searching through old emails for key documents or links.
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Empower with Tools:
Provide interactive tools, like a benefits calculator, that allow employees to model how different plan options would impact their out-of-pocket costs based on their anticipated healthcare usage.
Phase 3: The Final Reminder (Just Before the Deadline)
As the deadline approaches, a final push is essential to ensure everyone enrolls.
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Send Targeted Reminders
Use your platform to send a final email to anyone who hasn’t yet completed their enrollment. Keep the message short, urgent, and include a direct link to the enrollment portal.
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Offer Last-Minute Help:
Announce a final “office hours” session or a dedicated phone line where employees can get quick answers to their last-minute questions.
A Partner for Your Benefits Strategy
A well-executed open enrollment plan is a powerful opportunity to demonstrate to your employees that you care and can lead to increased morale and retention. At GTM Insurance, we understand these challenges. We can help you with your open enrollment strategy, from benefits plan design to communication and administration, so you can focus on your business while we handle the complexities. Contact us at (518) 373-4111 or schedule time with an insurance team member today.
