Open enrollment season is an opportunity to significantly impact employee engagement, satisfaction, and ultimately, retention. Research shows a positive experience with enrollment communications results in 30% higher participation rates and greater employee satisfaction with their benefits packages. Let’s take a moment to explore five proven best practices for developing an internal communications plan that transforms open enrollment from a confusing annual chore into a strategic opportunity to strengthen your company culture and deliver measurable business results. 

Develop a Strategic Approach 

A strategic internal communications plan is essential for driving positive business outcomes. According to a study by the International Association of Business Communicators, companies with effective communication strategies are 3.5 times more likely to outperform their peers. For open enrollment specifically, a strategic approach means starting with clear objectives and metrics. 

• Begin by establishing specific, measurable goals for your open enrollment period. Is your goal to increase participation in Health Savings Accounts or to boost voluntary benefits enrollment? Be specific about the amount of the increase. Having concrete targets allows you to design communications with purpose and measure success afterward. 

• Ensure there is alignment between the human resources and the communications departments. When these teams work in silos, messaging becomes fragmented and confusing. Research by Gallagher shows that organizations with strong HR-Communications partnerships achieve 25% higher benefits satisfaction scores. Schedule regular planning meetings at least 3 months before open enrollment begins. 

Personalize Your Message 

Generic, one-size-fits-all communications don’t cut it anymore. Many employees expect the same level of personalization in workplace communications as they do with consumer communication. According to Deloitte, personalized benefits communications increase engagement by up to 40% compared to generic messaging. 

• Segment your audience based on demographics, benefit usage patterns, and life stages. A recent college graduate has vastly different needs than an employee nearing retirement or a parent with young children. Tailoring your messages to address specific needs shows employees that you understand their unique situations. 

• Review data analytics to identify which benefits specific employee groups are underutilizing and target communications accordingly. For example, if your data shows that employees under 30 rarely participate in 401(k) plans, create targeted content explaining the long-term advantages in terms that resonate with younger workers. 

Create a Comprehensive Communication Plan 

A well-structured communication plan is the backbone of successful open enrollment. According to research by Willis Towers Watson, organizations with comprehensive, multi-channel communication strategies achieve 76% higher satisfaction ratings on benefits compared to those relying on limited approaches. 

• Create a timeline that starts at least 6-8 weeks before enrollment begins. Effective plans include three stages: 1.) awareness (teasing upcoming changes); 2.) education (explaining options in detail); and 3.) action (providing clear enrollment instructions). 

• Employ multiple channels to reach different employee preferences. While most employees prefer email communications for benefits information, some also want in-person options and digital resources they can access on-demand. 

• Create an enrollment guide that balances comprehensiveness with clarity. Use plain language instead of jargon, include comparison charts, and incorporate real-life examples showing how different plans might work for various employee scenarios. 

Focus on Employee Engagement 

Open enrollment communications provide an opportunity to reinforce your company’s commitment to employee wellbeing. Research by Gallup demonstrates that organizations with highly engaged workforces experience lower absenteeism and lower turnover. These metrics are directly impacted by how employees view their benefits. 

• Frame benefits as an investment in employees rather than just a cost to the company. 

• Create interactive experiences that encourage active participation. 

• Collect and share testimonials from employees who have benefited from various offerings. 

5. Ensure Continuous Campaign Socialization 

Benefits communication shouldn’t end when open enrollment does. Ongoing education throughout the year leads to better utilization and appreciation of benefits packages. 

• Develop a content calendar for the entire year that highlights different benefits during relevant times. For instance, promote wellness programs in January when health goals are top of mind, or highlight dependent care FSAs during back-to-school season. 

• Create communications connecting benefits to life events. When employees get married, have children, or face health challenges, targeted communications can guide them to relevant benefits they might not realize they have. 

• Regularly collect feedback on both the enrollment process and benefits satisfaction. Quick pulse surveys after enrollment closes and at strategic points throughout the year provide valuable insights for continuous improvement. 

These five best practices can help transform open enrollment from an administrative burden into a strategic opportunity to enhance employee engagement, satisfaction, and retention. A thoughtful, comprehensive approach to benefits communication demonstrates your company’s commitment to employee wellbeing while driving tangible business results. Remember that effective open enrollment communication isn’t just about explaining benefits; it’s about showing employees you value them and are invested in their financial, physical, and emotional health. 

Have a question? Schedule time with Edward Sanchez, Director – Customer Adoption & Engagement, by clicking here.