You can build the world’s best benefits package—packed with health coverage, financial perks, wellness programs, and the works—but if employees don’t understand their options, guess what happens? 

They won’t use them. 

That’s the benefits communication gap in action: a silent killer of engagement, ROI, and employee satisfaction. 

Why Do Great Benefits Go Underutilized? 

Simple—communication is often an afterthought. Employers roll out new plans, cross their fingers, and hope for the best. But benefits aren’t a “set it and forget it” kind of deal. 

If employees feel overwhelmed, confused, or disengaged, they’ll stick with the status quo—or worse, miss out on valuable coverage. As a broker, you’ve probably seen it firsthand: 

• Employees skip open enrollment deadlines
• They don’t know about cost-saving options like HSAs
• They miss critical benefits that could protect their families

The result? Frustration, missed opportunities, and wasted dollars. 

Best Practices for Targeted, Personalized Benefits Messaging 

Here’s where you can help clients make a real impact: 

✅ Segment communication by audience—different groups need different messages. A 25-year-old employee might care about mental health benefits, while a 55-year-old might focus on retirement savings. 
✅ Use real-life language—ditch the jargon and make it clear why a benefit matters in everyday life. 
✅ Focus on what’s relevant—prioritize the benefits that resonate most with their workforce. 

Make It Multi-Channel (Because One Email Isn’t Enough) 

The days of “one and done” benefits communication are over. A single email in October won’t cut it. 

Smart brokers guide clients toward a multi-channel approach that keeps benefits front and center all year long: 

• Email campaigns with clear calls to action
• SMS reminders for key deadlines
• Video explainers that break down complex topics – relevant to the employee
• Portals that give employees access to their information year-round

When you meet employees where they are—on their phones, in their inboxes, or at the water cooler—you boost engagement and understanding. 

Year-Round Communication = Long-Term Success 

Benefits education isn’t a once-a-year event. It’s a conversation that happens all year long. 

Encourage clients to think beyond open enrollment: 

• Share reminders about preventative care in the spring
• Promote wellness programs in the summer
• Highlight financial wellness tools before year-end

Consistent communication builds trust—and a benefits program that employees actually use. 

The Broker Opportunity 

Here’s your chance to lead the way. By helping clients bridge the communication gap, you’re not just selling products—you’re driving outcomes. 

One smart way to do it? Recommend tools like Selerix Engage, a platform that makes it easy to deliver targeted, personalized benefits communication across channels. It’s a win for clients—and for the employees they serve. 

Looking for more insights like this? Check out our Broker’s Guide to Hyper-Personalized Benefits.