Turn open enrollment time into story time
Once upon a time, employees were unresponsive when asked to review their benefits. But after refreshing the message with stories, HR saw a happier ending to open enrollment.
Does that sound like a fairy tale?
The problem isn’t that employees are apathetic about benefits. After all, an attractive benefits package may be what brought some of them through the door in the first place.
Reviewing the benefit offerings that they were so eager to hear about as job candidates, however, now may cause employees’ eyes to glaze over. Workers who feel overwhelmed or confused by benefit information might ignore HR’s pleas to look over their options during open enrollment.
Interest varies by generation
If this is the case in your organization, you’re not alone. Nearly 70 percent of benefits-eligible employees spend 30 minutes or less reviewing their options during open enrollment, while 42 percent spend 20 minutes or less, according to a 2023 Voya Financial survey. It’s no surprise then that around 90 percent choose the same options as they did the previous year, according to a report by Aflac.
The issue may be more pronounced for younger workers. The Voya research, for example, found that Generation Z employees—those born after 1997—reported even lower engagement in reviewing their benefits information compared to other generations.
Show and tell employees how benefit choices matter
Storytelling and having conversations with employees about their benefits can work wonders when it comes to getting the message out during open enrollment.
To inspire employees to think longer and harder about their choices, HR needs to help them understand how their benefits can, well, benefit them. To do this, you might try to find employees who are willing to share their stories about how they used their benefits in ways that made a difference in their lives. If this isn’t possible, insurance providers may have more generic stories to share.
For example, a company that offers optional accident insurance may struggle to convince employees to have extra money withheld from their paychecks to cover the premiums. If they hear a story about a coworker whose spouse fell off a ladder at home and broke an arm and how that optional insurance really paid off by covering costs the health plan did not, such as deductibles, more employees may opt into the accident insurance.
Why stories work
Stories and examples can have an impact because some people are more convinced when they hear about a real-life situation that happened to a person they know or can relate to. It tends to be more impactful than pages of insurance-industry lingo explaining the benefits.
Stories can take confusing information and illustrate it in a way that creates “aha” moments for employees to inform and engage them during the open enrollment process. Employees have diverse needs and different preferences, so using a variety of methods to reach them about their benefits is the best approach. Stories could be shared at a virtual benefits “fair” where employees are informed about available benefits options. Also consider mailing information, including stories about benefits, to employees’ homes, so other family members can read through it.
Employees who don’t take the time to review benefits information during open enrollment risk being under-insured and, as a result, could face financial issues. Help them make thoughtful decisions to get the most from the benefits available to them.
Key to remember: Telling stories is an effective way to engage employees in reviewing their benefit options during open enrollment.