When it comes to voluntary benefits, ignorance isn’t bliss
A contact lens-wearing employee is surprised to learn after 3 years on the job that the company offers vision insurance as a voluntary benefit. Enrolling in this benefit could have saved the employee hundreds of dollars a year.
Voluntary benefits, such as vision and dental insurance, flex spending accounts, accident insurance, and others, are viewed by employers as valuable tools for attracting and retaining employees, yet employee participation in these benefits is often low. Somehow, the information about these benefits isn’t getting through to employees.
If this is the case in your company, you’re not alone. In a 2025 survey of more than 500 small to mid-sized businesses by the financial services firm Equitable, 73 percent of respondents said that offering voluntary benefits sends a clear message of care and commitment. Yet, in the same survey, nearly 4 out of 10 cited low employee participation as a key barrier to offering or expanding voluntary benefits. This wasn’t a criticism of employees, however, since 27 percent of respondents said they themselves struggled to understand these benefit offerings, often finding them overly complex.
New methods of communication are needed
The Equitable survey found that 55 percent of employees still routinely turn to materials from their HR departments to understand workplace benefits, which means almost half are getting information from an external source, or not getting it all.
Nearly 2 in 5 Gen Z employees (those in their 20s) said they went to social media sites like TikTok, Instagram, Reddit, and YouTube for help in understanding their benefits, and 30 percent of millennials (in their 30s and 40s) said they’ve used AI for benefits guidance.
These social media sources, while easily accessible, can be unreliable sources of information, since they aren’t specific to the benefits provided by individual employers. AI may provide inaccurate information for similar reasons, as well.
But the widespread use of both social media and AI may provide insights into how HR departments can communicate benefits information to employees more effectively.
Here are nine innovative ways to communicate information about voluntary benefits:
- Use mobile-friendly tools. Make sure benefits information is easily accessible on mobile devices.
- Make online content interactive. Incorporate videos, quizzes, and challenges to make learning more engaging.
- Offer short webinars. Simplify complex benefits topics through concise, focused sessions.
- Leverage social media and apps. Share updates via company intranets and dedicated benefits apps.
- Personalize communication. Avoid a one-size-fits-all approach; tailor messages for different employee groups (e.g., young parents vs. near-retirees).
- Emphasize transparency and simplicity. Provide complete information in easy-to-understand, jargon-free language.
- Communicate year-round. Go beyond annual enrollment with ongoing education opportunities like lunch-and-learn sessions, FAQ posts, and expert-help resources.
- Demonstrate the value of voluntary benefits. Highlight practical and monetary advantages, such as saving for major purchases.
- Train managers and encourage questions. Conduct frequent training sessions for managers so they can answer basics employee questions about benefits. Also, foster a culture where employees feel comfortable asking about benefits.
Key to remember: Voluntary benefits can be an effective tool to help both employers and employees, but they tend to be underutilized. Revamping communication strategies to meet the needs of your workforce can boost enrollment in these vital benefits programs.















































