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Best practices can promote year-round engagement
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Many employers are missing key opportunities to get the most value from their benefits programs and meet larger strategic goals. And most are failing to implement proven best practices.
These were the top findings from our recent survey of nearly 300 HR and benefits professionals from U.S. companies of all sizes. The good news is there’s time to “get it right” for the next annual enrollment season.
Employers are making a huge investment in benefits and wellness programs. And they share similar goals and challenges when it comes to benefits communication, our survey found. Respondents indicated that:
But few employers are meeting their goals—only 24 percent. Fewer still (22 percent) are documenting their communication strategy—a key step in connecting communications efforts with key benefits and business goals.
Beyond Open Enrollment
Getting employees and families engaged year-round led the top benefits communication challenges. Despite this goal, more than a quarter (27 percent) of employers said they only communicate with workers about benefits when there’s a big event, such as open enrollment or a change in benefits plans.
Companies that communicate year-round are more successful. Of the companies that communicate year-round, 84 percent reported they met all or nearly all their benefits goals.
Only 42 percent of respondents stated that they give employees access to their benefits information on a website outside the company firewall. More than half (53 percent) of respondents indicated that they do not communicate with spouses and families at all. Both are best practices that every company should do.
Three Best Practices
Open enrollment is the time to establish channels that will serve the company and employees throughout the year. Here are three winning tactics that can help employers better meet their benefits communication goals and boast a successful open enrollment:
Jennifer Benz is founder and CEO of Benz Communications, an HR and benefits communication strategy firm.
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