5 Best Practices for Benefits Communication

Written by Brooke Boddicker, Benefits Communications Manager

Open enrollment season doesn't have to be overwhelming for you or your employees. The key to success lies in how you communicate. Here are five best practices to help your benefits information break through the noise and drive meaningful engagement.

1. Use Multiple Channels

Your workforce is diverse, and your communication strategy should be too. While some prefer digital channels, others might prefer tangible print materials. The right mix depends on your specific employee population, so choose channels that genuinely reach and engage your people.

2. Communicate in Phases

Effective benefits communication follows a three-phase approach: announce early, prompt action during enrollment, and send reminders as deadlines approach. Repetition isn't redundant – it's strategic. Employees need time to digest information, discuss options with family, and make informed decisions. Early, repeated messaging significantly increases engagement and comprehension.

3. Keep the Language Simple

Employees don't need to become benefits experts to get the coverage they need. Strip away the jargon and use bite-sized formats, real-world scenarios, and everyday language that connects benefits to their actual purpose in employees' lives.

4. Personalize

Generic benefits materials get generic results. When communications reflect your company's brand and culture, they build credibility and trust. 

5. Include Clear Calls to Action

Don't leave employees wondering what to do next. Every communication should point them toward their next step, whether that's reviewing benefit summaries, enrolling in coverage, or contacting HR. Clear calls to action empower employees to take control of their benefits choices while preventing information overload in announcement materials.

Poor communication costs organizations an estimated $1.2 trillion annually in lost productivity (2022 Grammarly and the Harris Poll). But effective benefits communication does more than save money. It shows employees they're valued, improves satisfaction, and builds trust. When you make benefits information clear, accessible, and relevant, you're not just checking a compliance box. You're helping your people make decisions that protect their health, finances, families, and more.

Need help developing a benefits communication strategy that breaks through? Contact our team to learn how we can support you and your company. https://www.cottinghambutler.com/hrefficiency