I know of an employer — which shall remain nameless — that began communicating its benefits enrollment period the day enrollment began.
No, I’m not kidding. Yes, it’s a real company. I know — I couldn’t believe it either (obviously, why I’ve withheld the employer’s name; it would just be too shameful otherwise).
Can you imagine just surprising employees with an open enrollment announcement like it’s a last-minute Black Friday deal?
Starting today, and for one week only at Company X — get your benefits for next year! Take care of everyone on your shopping list with wide selections from medical, dental, life and disability! Don’t miss your chance — after next week, these benefits will be GONE until next year!
Anyway, after nearly a decade of covering the benefits industry, I was appalled by Company X’s weak enrollment showing and I think you’d agree. Without even asking, I know that you took benefits enrollment season with much more care and seriousness than that — I’m certain you were Santa to Company X’s Grinch.
And for that (and so many other things this year), I’m immensely thankful. I hope your employees are, too.
Still, no enrollment season is a Miracle on 34th Street, no matter how well you plan, communicate and execute. So, in a previous clip on BenefitsTV, EBN’s go-to communications guru, Jennifer Benz of Benz Communications, suggests benefits focus groups. Post-enrollment, these could be a good way to pinpoint what was amazing and what was awful during the enrollment period so that you can have an even stronger showing next year.
In a new segment, she also suggests the start of the plan year as an ideal time to communicate benefits, particularly wellness programs, so you can catch employees while new year’s resolutions are top of mind.
Watch Benz’s latest clip offering post-enrollment communications tips, share your thoughts in the comments and then raise a glass to a job well done — or at least a job done better than Company X.
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