If your benefits strategy only comes alive during open enrollment, you’re not just missing opportunities—you’re leaving your people behind. 

And when employees feel left behind, they check out. They skip preventive care. They miss claims. They lose trust. 

In our recent webinar, “Turning Communications into a Benefits Powerhouse,” we unpacked what happens when benefits communication becomes a once-a-year event instead of a built-in experience. And we’ll say it here again: the real battleground isn’t open enrollment—it’s everything that happens after. 

The Hidden Cost of Passive Behavior 

It’s easy to fall into a rhythm of reacting only when deadlines approach: enrollment windows, EOI forms, renewal season. But when communication goes dark for the rest of the year, employees are left to navigate their benefits in a vacuum. 

According to our 2025 Benefits Survey (releasing soon!), only 27% of employees say they fully understand their benefits, and 35% have experienced regret about a benefit choice. These aren’t just numbers—they represent people who might skip care, delay decisions, or completely disengage from a program that could’ve helped. 

And when that happens, it’s not just the employee who pays the price—it’s the entire organization. Lost time. Lost value. Lower trust. Higher turnover. 

Engagement Isn’t an Announcement—It’s a Commitment 

Your employees don’t think about benefits year-round—but that’s exactly why you should. 

It’s in the in-between moments where communication has the most impact: 

• A reminder after someone hits their deductible 
• A nudge about preventive dental care during back-to-school season 
• A quick message when an employee returns from leave 

These moments don’t require a full campaign. They just require intentionality. And the right tools—integrated into your benadmin platform—can deliver them automatically, right when they matter most. 

Because the truth is: benefits only work when employees know they’re there—and believe they’re for them. 

“You should treat your communications like a campaign, not an announcement.” – Kevin McFadden, “Turning Communication into a Benefits Powerhouse” webinar. Watch here!  

Communication Builds Culture, Not Just Compliance 

Too often, benefits communication becomes a checklist item: 

• Send OE emails 
• Launch microsite 
• Post FAQs 

But that’s not communication. That’s broadcasting. 

Real communication is consistent, two-way, and personalized. It meets employees where they are, speaks to what they need, and reminds them that their health, their families, and their time matter. 

In fact, our survey found that employees who feel their benefits are personalized are 3x more likely to trust their employer and significantly more likely to stay. Trust isn’t a nice-to-have. It’s a competitive advantage. 

Where to Go from Here 

Improving engagement doesn’t always mean overhauling your tech or building new content. It often starts with one simple shift: stop thinking in terms of “campaigns” and start thinking in terms of connection. 

Ask yourself: 

• Are we showing up when employees need us most? 
• Do our benefits messages feel helpful—or transactional? 
• Are we communicating for compliance, or for people? 

Because when benefits communication is baked into the employee experience—not just bolted on during OE—it becomes something more than messaging. It becomes a signal that your people matter. 

Want to Dive Deeper? 

Watch the full on-demand webinar, “Turning Communication into a Benefits Powerhouse,” to hear how other employers and brokers are shifting from passive delivery to proactive engagement—driving better outcomes for their teams and the people they serve. 

Ready to get to work? We’d love to help you build your strategy and make the most of your platform. Chat with a benefits expert to get started!