Sure, employees often drag their feet on Open Enrollment, but who can blame them? Even though they realize their benefits decisions are important, nobody gets excited about that annual opportunity to wade through all that insurance language about out-of-network deductibles and qualifying events.
Our job as communicators is to make it easier for them. Yes, they need all the details included in the giant enrollment guide or on the website, but they could also use a little help at knowing what they need to pay attention to, what decisions they need to make, and what actions they need to take to be squared away until next year.
Employees are busy. Like the rest of us, their workdays are packed with, you know, work. Also like everybody else, they have many different demands on their time when they’re not at work.
What if you thought of the employees as CEOs? You wouldn’t hand your CEO a huge stack of benefits gobbledy gook without providing any sort of executive summary. You’d probably also outline the important decisions that need to be made and include a clear call to action.
- Try to summarize what they need to know with a headline and several bullets. If employees only had time to read one PowerPoint slide, what’s the most important stuff for them to know? Probably, that slide is about what’s different this year from last year.
2. Then give them a short list of the decisions in front of them. In the simplest, most human terms possible, outline the selections they’ll need to make. Do they need to decide between three possible healthcare plans and two possible dental plans? Is vision coverage optional? Instead of writing in HR-speak, say it the way you’d say it if you were emailing a friend.
3. Finally, what’s the Call to Action? Where do they go and what do they do to be able to check this whole Open Enrollment thing off their To Do list.
4. And then there’s the power of good design. Open Enrollment materials may be on the opposite end of the spectrum from pleasure reading, but that’s all the more reason to give them the benefit of good design. The enrollment guide and all the accompanying communications efforts — whether that means emails, direct mail, digital signage or posters — can be more effective with clean professional design that makes them easier to read and more engaging.
Benefits are part of taking care of employees, and Open Enrollment is how we present that smorgasbord of benefits to employees. Let’s make the communications around Open Enrollment a little more appetizing.
Interested in improving your Open Enrollment communications? Tribe can help.