As summer wraps up, thoughts turn to open enrollment. Now, more than ever, you need effective benefits communications. But, what makes audiences step up and take notice? Communications that answer their pressing questions. Incorporate the 5 W’s into your messaging for a successful open enrollment.
Who is the target audience for your open enrollment communications? That’s easy, you might say. It’s my employees. And, you would be correct.
Yet, you may need to drill down even further. Effective communications sometimes requires you to target specific audience members. You can deliver information to people who are uniquely affected (targeting folks enrolled in a particular plan to let them know it’s going away). You can develop audience personas that allow you to segment people with shared characteristics into groups. These approaches further define your messaging and approach.
For example, do baby boomers know they can make additional contributions to their 401(K) plans? Do employees who take public transit to the office know they can set aside pre-tax money through a commuter reimbursement account? Do parents of pre-teens know the dental plan offers orthodontic coverage?
You get the point. Find the message that speaks to each demographic.
What is the most important thing you need to convey? This could be a universal message across employee groups (e.g., Open Enrollment is coming!) or it could vary based on population. Either way, identify the core messages you need employees to know so they can select the right plans and enroll successfully. Then, communicate, communicate, communicate.
For example, are you introducing a High Deductible Health Plan? If so, explain new concepts, like a health savings account and how employees can use it to their advantage.
Are premiums going up? Don’t be afraid to be transparent and show employees the true cost of their benefits. 41 percent of respondents to a recent poll did not know their contributions, employer contributions, and the cost of services make up the total cost of healthcare. Give employees tips for saving money. Show how they can use covered preventive screenings or tobacco-user discounts to their advantage.
Where do your employees go for information? Online? Their home mailboxes? The shared breakroom? All of the above? You need to provide communications that meet them at each of these places. That’s a 21st century best practice for a successful open enrollment.
Even in today’s digital world, there are people who favor a printed Guide (52 percent, according to a Jellyvision poll). Yet, many others will look elsewhere for the tips and tools they need to choose and use their benefits. Make information available both inside and outside firewalls, so spouses and other dependents can access it.
And don’t forget in-person meetings. Face-to-face communications will always be the most powerful way to share information. Create the time and space for employees to ask questions about their benefits. If you can, bring in representatives from your carriers so employees can learn from them, too.
When will you deliver your message? If you’re not being strategic about timing, you risk missing the boat. Too many people wait until the week before enrollment starts. That cuts it too close.
Instead, do a drip campaign two to three weeks in advance that tells employees enrollment is coming. Teach them how to prepare for it. Then, when the season is in full swing, send frequent reminders to employees to take action.
Create a marketing plan three months before open enrollment and draft communications two months before. Thoughtful collateral takes time to write and design. Outsourcing to a benefits communications firm, like Trion, can give your pieces that professional touch. And you’ll focus your energy on other necessities.
Why should your employees pay attention? Your communications need to give them a reason.
Resist the temptation to lead with what’s in it for the company. Instead, stay focused on what’s in it for the employees —or the “WIFFM.” Include a call to action in your communications. Make the next steps obvious.
Share employee success stories and testimonials that show how folks have made smart benefits choices. This not only makes benefits tangible, but promotes the idea that employees trust each other. They will use the stories as guideposts for making their own decisions.
Employees want help picking their benefits. Lay out the pros and cons of the choices available and how each works. That will help employees understand the benefits offered and make good choices. Ditch the jargon. Instead, use simple language. Write like you talk and be conversational. Benefits terms may be second nature to you, but, when it doubt, spell it out.
And the bonus question: How?
How do you know what employees want from the open enrollment process? Ask them! Poll your workforce on their preferred methods of communication. Ask if the frequency and timing of messages work for them? Do they feel rushed to make decisions because the timing is off? You will gain actionable insights by simply talking to your workforce
Of course, there is no such thing as a worry-free open enrollment. But if your communication strategy addresses these 5 “W’s”, you have a better chance of a successful open enrollment. Good luck!
From working on social media projects and writing blogs; from sitting in on meetings and working on requests for proposals, to learning from seasoned employees, having breakfast with the CEO and going to a Phillies game, there was never a dull moment in Trion’s summer internship program. Being a Trion intern was a very rewarding experience because of the way they run their program and the way they treat each one of us.
When I first learned that I’d gotten this internship in the marketing department, I was both excited and scared. After all, this would be my first “real” experience working in Corporate America. After studying it in school, I was eager to learn if marketing was something I’d actually like in practice. I wondered if I’d get a better idea of where I wanted my career to go. I wanted to fit in with the other interns and employees.
I was also nervous. I had no idea what to expect about the company itself, the culture, the summer internship program or what was expected of me. Stepping into my first day of orientation was thrilling and intimidating. Now, looking back at the experience, I’m happy to say I’ve learned more than I could have hoped.
Understanding Expectations is Key
Having a clear understanding what was expected of me in the role helped me feel comfortable and valued. Trion’s clearly defined expectations gave me the structure I needed to do my best and reach my fullest potential. Interns were supposed to do our best work on projects, meet deadlines, show up to meetings on time, and work 40 hours each week.
I appreciated that team leaders didn’t just have me get coffee or file papers. They gave me real work. My projects were shared with clients, used by other employees at Trion and posted on the company website. Leaders also gave feedback to help me learn and show me they appreciated my dedication to a job well done.
It’s Nice to be Appreciated
Their guidance and appreciation were two of the many ways the people at Trion showed they cared about our experiences at the summer internship program. They put a lot of time into preparing for us. They set up meetings, lunch and learns, and other activities to help us get the most from our internships.
Our internship leaders consistently checked in to answer our questions and assigned us each a mentor. They let us make mistakes and gave us feedback that helped us do better the next time. They gave us deadlines so we could learn how to manage our time, and they followed up to make sure we were never unsure about what we needed to do.
There’s no Shame in Asking for Help
I will be the first person to admit one of my weaknesses is communicating especially when I am confused. No one at Trion made me feel bad about asking for help. To the contrary, my colleagues encouraged my questions and were eager to teach me. They were generous with their feedback and critiqued my work when appropriate. They encouraged me when I was tenuous and praised me for a job well done.
I can say with confidence my communication skills have grown tenfold during this summer internship program at Trion. I learned to be more confident and comfortable asking questions. I’m now more professional in how I talk, write, and interact with the professionals around me.
Soak it All In
Being new to the world of insurance and benefits, I had many questions. Every single employee I met was open and available to answer my questions. We had an opportunity to meet with employees from different parts of the organization. We learned more about what they did and how they got to Trion. We sat in on meetings and phone calls and went to training programs to learn more about the insurance industry, the roles of each employee, and how to be professional in business. These skills would serve us both professionally and personally.
While I came into this summer internship program unsure, I left with newfound confidence and knowledge. I am thankful for the time I spent at Trion and for all the wonderful people I met. I would recommend this internship program to anyone looking to leave with important skills they can use in the “real world.”
Most of your younger employees don’t think that a life insurance policy applies to them. For the most part, they’re still healthy. For another, many haven’t yet married or had children, and see an investment in life insurance as a waste of money.
And yet, the truth is life insurance can be meaningful for everybody, no matter their age or stage of life. The challenge is to help them see how they can benefit from a life insurance policy when they’re not convinced they need it just yet.
That’s where effective communications come in. Use the right strategy and tactics to encourage younger employees to take a look at life insurance. Help them see its value and embrace that idea that it may not be as expensive or unnecessary as they think. To the contrary, buying a plan now may very well save them money down the road. Here are four tactics to get your younger employees to consider a life insurance policy.
1. Remind Them Insurance Protects Their Loved Ones In Case Of The Unexpected
While nobody ever wants an accident or injury to happen, the fact is it does at any age. That’s why your younger workers should consider a life insurance policy. It protects their family members from having to worry about paying for a costly funeral. If employees are aware of this huge expense it could sway them to buy a plan. Then they wouldn’t feel guilty about leaving those expenses up to someone else.
2. Convey That Plans Are Affordable
Let them know that you, as their employer, already offer them a basic life insurance policy. Show them the value of buying supplemental life insurance on top of it.
If your company doesn’t already offer it, think about adding supplemental life insurance to your voluntary benefits. Your employees will appreciate the convenience of one-stop shopping for benefits. Supplemental life insurance normally only costs healthy people in their twenties a couple pennies to the dollar per month. It is worth the investment to buy supplemental coverage, as it will not put a dent in their pockets.
3. Promote Now, Save Later
One of the easiest incentives for your younger employees to consider life insurance policies now is that they’re less expensive. Although they may not feel they need life insurance right now, they know they will need it later in their lives. This is a great selling point. Use side-by-side comparison charts and coverage examples in your communications to show them the value of buying when they’re young.
4. Show Them the Stakes
Most younger employees don’t consider the stakes involved in not having life insurance coverage. The risk of disease and death is lower for the young and healthy, but the unexpected can happen. And if it did, how would their loved ones fare? Employees need to understand life insurance offers them and their families’ important protection. Their families won’t go into debt paying for their care or funeral expenses.
Younger employees should consider other expenses too. If a parent co-signed on a private student loan, they would be responsible for the balance. That can be a hefty sum.
Employers should communicate to younger employees that life insurance is indeed for everyone. Help them see the wisdom of buying a life insurance policy at an earlier age. It is an important way for employers to help their people stay healthy—physically, mentally, and financially.