Benefits education is a year-round job involving multiple touchpoints to ensure information sticks. Which means it’s never too early to think about 2025.
Use data from this year’s open enrollment (OE)—such as which communication methods had the highest engagement rates, which questions were asked most frequently, and which benefits were underutilized—to build your tactics for next year. Use a survey to gather insights from employees.
One surefire way to improve the OE process: Personalize benefits information by age, job function or lifestyle to address employees’ specific needs. For instance, younger employees may want content on financial planning, while older employees might be more interested in health care options.
Balance Technology With a Human Touch
Small businesses, in particular, should consider investing in enrollment technology to distribute information to remote employees efficiently while reducing the burden on HR staff. This could include digital calculators for employees to compare plans or see the financial impact of HSA contributions.
However, some person-to-person support, such as a phone hotline, will always be important, especially at critical points in the enrollment process. It’s still the best way to address individual concerns, answer questions and guide employees in making informed choices.
Explore How AI Can Help
Considering using artificial intelligence (AI) to enhance the OE experience? Here are tips from Gallagher:
- Use ChatGPT, Gemini or another generative AI tool to summarize key points on benefits to help your employees quickly digest all their options. Make sure a human carefully reviews the points for accuracy.
- If you have call center data from previous OE periods, use AI to generate questions and answers based on the most frequently asked questions.
- After OE closes, use AI to deliver insights on segmentation and analysis to identify opportunities within your employee population, and help you plan for next year.
Look Around for Inspiration
The Society for Human Resource Management (SHRM) has a webpage dedicated to OE resources. Employer Solutions has also published articles on smart OE strategies:
If you need help sharing benefits to employees in ways that resonate and spur engagement, Vanderbilt Health Employer Solutions can develop tailored plans, supporting you with virtual or in-person health fairs and educational events. Fill out this form, or email EmployerSolutions@vumc.org for more information.
