You Need to Answer These Questions for a Successful Open Enrollment

You Need to Answer These Questions for a Successful Open Enrollment

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!

Written by Danielle Love

Danielle is a benefits communications specialist, working on behalf of clients to write, edit and design dynamic print and virtual communications. She also manages the Trion Communications blog, which highlights the practice’s diverse areas of expertise.

Trion Communications

Stop Waiting for Final Plan Decisions: 4 Things You Can and Must Do Now!

Stop Waiting for Final Plan Decisions: 4 Things You Can and Must Do Now!

The end of summer can be a precarious time when it comes to communications strategy planning. A lot of our clients put it off because they don’t have their final plan decisions. And they believe they need them in order to get us going down the path of planning. But it’s just not the case.

Yes, absolutely, we need to know what’s going on so we can target the right audiences, embrace the right tactics, and develop messaging accordingly… BUT, there’s lots to talk about before any of that even happens. That’s why we bug our clients early—well before they’ve gotten approval to move forward from management committees. We know there are ways to get ahead of the game, so when the collective thumbs up come in, we’re ready to hit the ground running.

If you’re playing the waiting game right now, perhaps the things we focus on can help you get moving as well. They are as follows:

  • Who are the players? After all, no man is an island when it comes to developing employee benefit communications that matter. If you can answer the following questions, you’re in good shape: Who’s in charge of communications planning? Will you handle that internally or will you need outside help (e.g., printers, designers, translation specialists, voice-over talent, us)? If you need to work with vendors, who are they and have you engaged their services or at least given them a heads up?
  • What resources do you need to get the job done? I’m talking in terms of manpower, time, and dollars. If you don’t think you have or can get what you need, come up with a contingency plan for creating and executing on strategy. While it’s nice to have a lot of bells and whistles, it’s not always necessary. Sometimes a simple postcard, benefits brochure, and narrated video presentation can get the job done—at least in the short term. Think about what would work best inside your organization, lay out all your ideas, and whittle them down to the basics if necessary.
  • What are best practices inside your organization? How will you share information with your various populations? What have you seen that really works? Consider where employees are and reach them there. For example, if most people sit in front of a computer, email can work just fine. If they operate in a retail or manufacturing environment, you may need to go a different route—like video, a brochure bulk-shipped to locations, or a fact sheet for managers to distribute on the floor. Don’t rule out a postcard to home if most of your employees are men since research tells us the female spouse makes most of the benefits decisions. You’ll never reach everybody with one approach so be prepared to understand your employees’ needs and demographics, and communicate several times, several different ways to improve your odds.
  • How would employees like to receive information? Do you have any feedback—either anecdotally and/or from an employee survey—to inform your strategy? If so, now’s the time to pull it out of a drawer and keep it within easy grasp. Because once you get down to brass tacks, you’ll need those results to inform how you forge ahead in terms of tactics.

As you can see, there’s a lot to keep you busy while you wait for decisions to be blessed. So get started with these four things, if you haven’t already. And if you need help, you know who to call (hint: me!).

Good luck!

Written by Jill Sherer Murray

As practice leader, Jill has built an award-winning communications practice inside a global consulting firm, and continues to grow the business and the team. She oversees the strategic vision and day-to-day activities in developing employee benefits education and engagement strategies.

Trion Communications