7 Strategies to Maximize Adoption of Benefits
Employers know that many valuable benefits go unused simply because employees forget about them or don’t fully understand how they work. So what can you do? The answer is simple, but requires continued attention: treat benefits communication like a marketing campaign to extend engagement after open enrollment.
In other words, benefits communication should not stop once enrollment is complete. Organizations that take a proactive, marketing-style approach to benefits education often see higher utilization and stronger employee satisfaction.
1) Treat Benefits Communication Like a Marketing Campaign
Many HR leaders are beginning to approach benefits communication the same way marketers approach customer outreach. Employees are busy and often overwhelmed with information. Research suggests people may need to see a message seven or more times before it truly sticks. Reinforcing key benefits messages throughout the year helps keep them top of mind.
2) Use Vendor and Carrier Marketing Materials
Insurance carriers and benefits providers often supply helpful educational materials such as videos, FAQs, infographics, and short guides. Rather than relying solely on lengthy benefits documents, employers can share these visual materials to explain coverage options and services in simpler ways. Some carriers also offer co-branded materials that can be tailored to your organization.
3) Lean on Your Broker and Insurance Representatives
Brokers and insurance representatives can be valuable partners in employee education. They can help organizations:
- Host lunch-and-learn sessions
- Provide educational webinars
- Lead Q&A sessions during the year
- Offer presentations about specific benefits
These events give employees an opportunity to ask questions and better understand their options.
4) Communicate Across Multiple Channels
Not every employee reads every email. That’s why benefits communication works best when it appears across multiple channels. Employers may want to share benefits reminders through:
- Email announcements
- Slack or Teams messages
- Intranet posts
- Digital signage or breakroom posters
- Benefits portals
This multi-channel approach increases the chances employees will see and remember the information.
5) Segment Messages for Different Employee Groups
Different employees may be interested in different benefits depending on their life stage. For example, younger employees may focus on mental health resources or student loan benefits, while employees with families may be more interested in pediatric care or childcare support. Targeted messaging helps employees see the benefits that matter most to them.
6) Make Benefits Easy to Access
Employees are far more likely to use their benefits when information is easy to find. Creating a centralized benefits hub or intranet page can help employees quickly locate plan details, vendor materials, and contact information. Some employers also use QR codes on posters or flyers to direct employees to digital resources.
7) Use Real Examples and Testimonials
Employees often respond more strongly to real stories than to policy explanations. Sharing examples of how coworkers have used telehealth, wellness programs, or other benefits can help employees understand how those resources apply to their own lives.
Employers that adopt some or all of these tactics can improve employee engagement, increase satisfaction, and maximize the return on their benefits investment. Talk to your benefits advisor for recommendations.
