Open Enrollment is Just the Beginning: The Case for Year-Round Benefits Engagement
Here’s a truth bomb: Open enrollment isn’t a finish line—it’s just the starting block.
Too many employers take a “set it and forget it” approach to benefits. They launch the plan in Q4, hold a single enrollment meeting, and then… crickets.
The problem? That strategy doesn’t work.
Personalization isn’t a one-and-done deal—it’s an ongoing process. If you want employees to actually use their benefits, you have to keep the conversation going all year long.
Why “Set It and Forget It” Fails
Think about it: Even the most robust benefits package will underperform if no one knows how to use it. Without regular communication, employees forget what’s available, miss deadlines, and leave valuable resources on the table.
As a broker, this is your chance to help clients stop the cycle of underutilization and frustration.
The Power of Ongoing Education & Nudges
Reinforce the basics—Explain how to use key benefits like preventive care, mental health resources, and wellness stipends.
Use seasonal hooks—Send reminders about benefits that align with the time of year:
- Tax savings tips in spring
- Wellness programs in summer
- FSA deadlines in December
Lean into life events—Promote relevant benefits when employees get married, have a baby, or face a major life change. These are golden opportunities for engagement!
Tools to Keep the Conversation Flowing
The good news? You don’t have to manually draft every email or reminder. Tools like Selerix Engage help automate benefits communication—delivering timely nudges and personalized updates that keep employees informed without overwhelming HR teams.
The Broker Opportunity: Be the Year-Round Partner
When you help clients build a continuous benefits communication strategy, you’re not just a broker—you’re a strategic partner who’s invested in their long-term success.
Want more strategies for driving year-round engagement? Download The Broker’s Guide to Hyper-Personalized Benefits—your go-to resource for helping clients cut through the noise and keep employees connected to their benefits.
