How to Run Open Enrollment Communications That Employees Actually Read

Picture this scenario: You’ve spent weeks coordinating with brokers, reviewing plan options, and negotiating rates for your company’s benefits package. Open enrollment arrives, and you send out what you believe is a comprehensive email explaining all the options. Then, three days before the deadline, half your employees are frantically asking basic questions about their coverage, and several miss enrollment entirely.

This frustrating cycle repeats itself in thousands of small and medium-sized businesses every year. The problem isn’t that employees don’t care about their benefits—healthcare and retirement planning rank among their top concerns. The issue lies in how we communicate about these critical programs.

Why open enrollment communications often fail:

• Information overload overwhelms busy employees
• Insurance jargon creates confusion and disengagement
• One-size-fits-all messaging ignores diverse employee needs
• Poor timing leads to rushed decisions or missed deadlines
• Lack of follow-up leaves questions unanswered

The cost of unread benefits messages for SMBs:

• Higher administrative burden from confused employees
• Increased healthcare costs from inappropriate plan selections
• Potential compliance risks and associated penalties
• Lower employee satisfaction and retention rates
• Reduced negotiating power with insurance carriers

What this guide will help you do #

This comprehensive guide will transform your benefits communication from a necessary evil into a strategic advantage. You’ll learn how to create clear, engaging communications that help employees make informed decisions while reducing your administrative workload. More importantly, you’ll discover how effective communication builds trust and demonstrates your commitment to employee wellbeing—a powerful retention tool in today’s competitive labor market.

Part 1: The Foundations of Effective Benefits Communication #

What Open Enrollment Is (Plain English) #

Think of open enrollment as your employees’ annual opportunity to align their benefits with their changing life circumstances. A new parent needs different coverage than a single recent graduate. An employee approaching retirement has different priorities than someone just starting their career. When we frame open enrollment this way, communication becomes less about explaining plan details and more about helping employees navigate important life decisions.

Open enrollment serves as a protective mechanism that prevents adverse selection while giving employees flexibility to adjust their coverage. During this designated period, employees can change their health insurance, add or remove dependents, adjust their retirement contributions, and select voluntary benefits without requiring qualifying life events. Understanding this foundational concept helps you position your communications as helpful guidance rather than administrative burden.

Why Communication Matters #

Effective benefits communication serves three critical business functions that extend well beyond HR compliance. Think of these as interconnected systems that support your organization’s overall success.

Engagement drives appropriate utilization: When employees understand their benefits, they make better decisions about when and how to use their coverage. This leads to more preventive care, earlier intervention for health issues, and more strategic use of healthcare dollars. Employees who understand their benefits also tend to be more engaged with other workplace programs and policies.

Compliance protects your organization: Benefits communications often contain required legal notices under federal and state regulations. Proper distribution and documentation of these notices protects your organization from potential penalties and legal challenges. Clear communication also helps ensure that employees meet enrollment deadlines and understand their rights and responsibilities under various benefit programs.

Cost control benefits everyone: Well-informed employees make more appropriate plan selections, reducing the risk of adverse selection that can drive up premiums for everyone. They’re also more likely to use cost-effective care options, participate in wellness programs, and take advantage of preventive services that can reduce long-term healthcare costs.

Risks of Poor Communication #

Poor benefits communication creates cascading problems that compound over time, much like a small leak in a dam that eventually threatens the entire structure. Understanding these risks helps justify the investment in better communication strategies.

Low participation rates in voluntary benefits reduce your negotiating power with carriers and may trigger compliance issues under the Affordable Care Act. When fewer employees participate, the risk pool becomes smaller and potentially more expensive for everyone. This can lead to higher premiums and reduced benefits in subsequent years.

Wrong plan choices due to misunderstanding create multiple problems. Employees may face unexpected out-of-pocket costs that create financial stress and workplace dissatisfaction. They might avoid necessary care due to cost concerns or overutilize expensive services when cheaper alternatives would be equally effective. These poor choices can also skew your organization’s claims experience and affect future renewal negotiations.

Compliance fines represent direct financial risks that can be substantial for small and medium-sized businesses. Failure to properly distribute required notices, maintain adequate records, or meet reporting deadlines can result in penalties from multiple regulatory agencies. These fines often seem disproportionately large compared to the size of the violation, making prevention through clear communication essential.

Benefits of Getting It Right #

Organizations that excel at benefits communication enjoy several strategic advantages that create positive reinforcement loops throughout their operations.

Higher utilization of appropriate services occurs when employees understand what’s covered and how to access care efficiently. This leads to better health outcomes, which in turn can reduce absenteeism and improve productivity. Employees who use their benefits effectively also tend to have higher job satisfaction and view their total compensation more favorably.

Employee trust and loyalty develop when workers feel that their employer cares enough to communicate clearly about important benefits. This trust extends beyond benefits to other areas of the employment relationship. Employees who trust their employers are more likely to stay with the organization, recommend it to others, and engage positively with company initiatives.

Cost savings emerge from multiple sources when communication is effective. Administrative time decreases as fewer employees call with questions or need individual assistance. Claims costs may be lower when employees use appropriate care settings and preventive services. Turnover costs decrease when employees feel valued and informed about their total compensation package.

Part 2: Know Your Audience #

Understanding Employee Demographics and Needs #

Even in smaller organizations, your employee population likely spans multiple generations, life stages, and comfort levels with benefits terminology. This diversity requires a nuanced approach to communication that acknowledges different perspectives while maintaining message consistency.

Consider the varying life stages within your workforce. Recent graduates may prioritize low-cost options and have little experience navigating healthcare systems. They might not understand why they need more than basic coverage or how different plan types work in practice. Mid-career employees often face complex decisions about family coverage, balancing current needs with long-term financial planning. Employees approaching retirement need to understand how their employer benefits will coordinate with Medicare and other retirement benefits.

Financial situations vary dramatically within most workforces, and these differences significantly impact benefits decision-making. Some employees prioritize low premiums due to tight budgets, viewing any additional cost as prohibitive. Others have more financial flexibility and prefer comprehensive coverage despite higher premiums. Some employees are comfortable with high-deductible plans paired with health savings accounts, while others find the concept financially risky or confusing.

Key demographic factors to consider:

• Age ranges and generational differences in communication preferences
• Family composition and dependent coverage needs
• Income levels and financial priorities
• Health status and anticipated healthcare utilization
• Previous experience with different types of health plans
• Comfort level with technology and digital resources

Common Misconceptions Employees Have About Benefits #

Many employees harbor significant misunderstandings about how benefits work, and these misconceptions can derail even the best communication efforts. Addressing these false beliefs directly in your communications helps employees make better decisions and reduces confusion during enrollment.

One of the most persistent misconceptions is that cheaper plans are always inferior. Employees often don’t realize that a higher-deductible plan might actually cost them less annually if they’re generally healthy and take advantage of preventive care benefits. They may not understand that all ACA-compliant plans must cover essential health benefits or that preventive care is typically covered at 100% regardless of deductible status.

Another frequent misunderstanding involves the relationship between premiums, deductibles, and out-of-pocket maximums. Many employees don’t grasp how these three components work together to determine their total healthcare costs. They might focus solely on premium costs without considering potential out-of-pocket expenses, or they might avoid high-deductible plans without understanding how health savings accounts can offset those costs.

Common benefit misconceptions to address:

• “Cheaper plans provide worse coverage”
• “High-deductible plans are always more expensive overall”
• “I don’t need insurance if I’m young and healthy”
• “All doctors accept all insurance plans”
• “Voluntary benefits aren’t worth the cost”
• “I can change my benefits anytime during the year”

Tailoring Your Message for Different Groups #

Effective benefits communication requires segmentation strategies that address different employee needs and concerns while maintaining consistent core messaging. Think of this as creating different pathways to the same destination rather than completely different messages.

New hires need foundational education about how benefits work in general, not just information about your specific plans. They may not understand basic concepts like networks, formularies, or the difference between copays and coinsurance. These employees benefit from step-by-step guidance and may need more time to process information and ask questions. Consider creating a separate onboarding sequence that introduces benefits concepts gradually rather than overwhelming new employees with comprehensive plan details immediately.

Employees with families require detailed information about dependent coverage options and pediatric benefits. They need to understand how their plan choices affect their spouses and children, including coverage for pregnancy, routine pediatric care, and emergency situations. These employees often benefit from total cost-of-ownership calculations that factor in family coverage premiums and potential out-of-pocket expenses for multiple family members.

High-deductible plan skeptics often need education about how these plans work in practice, including real-world examples of cost scenarios. They may benefit from calculators that show break-even points and explanations of how health savings accounts can provide both immediate tax benefits and long-term financial advantages. Address their concerns directly rather than simply promoting the plans’ advantages.

Part 3: Step-by-Step Communication Framework #

1. Plan Early – Build Your Calendar and Align with Partners #

Successful open enrollment communication begins months before the enrollment period opens, much like planning a complex project that requires coordination among multiple stakeholders. Start by creating a comprehensive timeline that works backward from your enrollment deadline, factoring in time for content creation, review cycles, employee feedback, and inevitable revisions.

Your planning phase should include coordination with benefits brokers and insurance carriers, who often provide communication templates and educational materials. However, don’t rely entirely on carrier-provided materials—these often contain too much technical detail and may not reflect your organization’s communication style. Instead, use these resources as starting points that you can customize for your specific workforce and organizational culture.

Build buffer time into your schedule for unexpected complications. Benefit plan changes, new legal requirements, or carrier communication delays can disrupt even the best-laid plans. Having extra time built into your schedule allows you to maintain communication quality even when facing last-minute challenges.

Essential planning elements:

• Communication timeline with multiple touchpoints
• Content creation and approval processes
• Coordination schedule with brokers and carriers
• Employee feedback collection methods
• Contingency plans for common delays

2. Simplify the Message – Use Plain Language, Avoid Jargon #

The most critical skill in benefits communication is translation—converting insurance industry jargon into language that busy employees can quickly understand. Instead of talking about “out-of-network balance billing,” explain that “if you visit a doctor who doesn’t accept your insurance, you might have to pay the difference between what your plan covers and what the doctor charges.”

Create a hierarchy of information that leads with what employees need to know most urgently, then provides additional detail for those who want it. Think of this as an inverted pyramid structure, where the most important information appears first and supporting details follow. This approach respects employees’ time constraints while ensuring that critical information gets communicated effectively.

Example: “What’s changing this year” one-pager structure: #

• Header: Three biggest changes that affect most employees
• Summary table: Side-by-side comparison of old vs. new key features
• Detailed explanations: More information for employees who want specifics
• Action steps: What employees need to do and when

Use concrete examples wherever possible to illustrate abstract concepts. Instead of explaining that “preventive care is covered at 100% before the deductible,” give specific examples: “Your annual check-up, mammogram, and colonoscopy are covered completely—you pay nothing.” These examples help employees understand how benefits work in practice, not just in theory.

3. Use Multiple Channels – Email, Intranet, Meetings, Text, Manager Cascades #

Different employees consume information through different channels and at different times, so your communication strategy must account for these varied preferences and habits. Think of your communication plan as a net designed to capture everyone’s attention at least once, preferably multiple times through different touchpoints.

Email remains the backbone of most benefits communication, but it shouldn’t be your only channel. Many employees receive dozens of emails daily and may miss or delete benefits information without reading it. Supplement email communication with other channels that might reach employees who don’t regularly check email or who prefer different types of information consumption.

Manager cascades can be particularly effective because they provide opportunities for two-way communication and immediate question-answering. Train managers on key benefits changes and provide them with talking points for team meetings. However, ensure that managers have accurate information and know when to refer questions to HR rather than attempting to answer complex benefits questions themselves.

Effective channel mix #

• Email: Detailed information and official notices
• Intranet/internal websites: Reference materials and resources
• Team meetings: Interactive discussion and Q&A
• Text messages: Urgent reminders and deadlines
• Physical materials: Important notices and quick references • One-on-one sessions: Complex situations requiring individual attention

4. Make It Visual – Infographics, Comparison Charts, Short Videos #

Visual communication helps employees process complex benefits information more quickly and accurately than text alone. Well-designed visuals can clarify relationships between different plan components, illustrate cost scenarios, and make abstract concepts more concrete and understandable.

Comparison charts work particularly well for benefits communication because they allow employees to see differences between options at a glance. Create side-by-side comparisons that highlight the features most important to your employees, such as premium costs, deductibles, and coverage for common services like primary care visits or prescription drugs.

Effective visual elements:

• Side-by-side plan comparison tables
• Flowcharts showing how to access different types of care
• Infographics explaining concepts like deductibles and out-of-pocket maximums
• Short video testimonials from employees who’ve used their benefits
• Interactive calculators for estimating annual costs
• Timeline graphics showing enrollment deadlines and key dates

Consider creating short video content that explains complex concepts or highlights important changes. Videos don’t need to be professionally produced—simple screen recordings or informal presentations can be highly effective if they provide clear, helpful information. Keep videos brief (under three minutes) and focused on single topics to maintain viewer attention.

5. Highlight What’s New and What’s Important #

Employees who have been with your organization for multiple enrollment periods may assume that nothing has changed and pay less attention to your communications. Combat this assumption by clearly calling out what’s different this year and why those changes matter to employees.

Lead your communications with a clear summary of changes, organized by impact level. Major changes that affect all employees should be prominently featured, while minor adjustments can be mentioned briefly or included in detailed materials for employees who want comprehensive information.

Change communication structure #

• Major changes affecting everyone (premium adjustments, new plan options)
• Moderate changes affecting some employees (network changes, formulary updates)
• Minor changes or improvements (new wellness programs, enhanced online tools)
• Unchanged elements that employees value (to provide reassurance)

Use specific language that helps employees understand how changes affect them personally. Instead of saying “prescription drug coverage has been enhanced,” explain that “your copay for generic medications is now $10 instead of $15.” This specificity helps employees immediately understand the relevance and impact of changes.

6. Give Employees Clear Action Steps #

Many employees understand their benefits options but struggle with the mechanics of enrollment or making changes to their coverage. Remove these barriers by providing step-by-step instructions for common enrollment tasks and clear deadlines for different types of actions.

Create action-oriented communications that tell employees exactly what they need to do, when they need to do it, and how to get help if they encounter problems. Use imperative language and specific dates rather than vague timeframes. Instead of saying “enrollment ends soon,” specify “you must complete enrollment by 5:00 PM on Friday, November 15.”

Essential action elements #

• Specific enrollment deadlines with times and time zones
• Step-by-step instructions for accessing enrollment systems
• Required documentation or information employees need to gather
• Contact information for getting help with enrollment issues
• Consequences of missing deadlines or failing to take action

Consider creating different action plans for different employee situations. New employees need different guidance than those making changes to existing coverage. Employees adding dependents have different requirements than those dropping coverage or changing plan types.

7. Provide Decision Support Tools #

Even with clear communication, many employees struggle to choose among multiple benefit options. Think of decision support tools as guided pathways through what can feel like an overwhelming maze of choices. When employees face multiple benefit options with varying costs, coverage levels, and restrictions, their natural tendency is often to either stick with what they know or choose based on a single factor like premium cost.

The core challenge lies in how people make decisions under pressure. Research in behavioral economics shows that people consistently overweight immediate costs like premiums while underestimating future expenses like deductibles and copays. They also struggle with probabilistic thinking, finding it difficult to evaluate scenarios like “What if I need surgery this year?” Effective decision support tools address these cognitive challenges by guiding employees through structured thinking processes that help them consider multiple factors and time horizons.

Create FAQ documents that address the questions employees actually ask, not just the questions you think they should ask. Review previous years’ enrollment questions and common misconceptions to develop relevant FAQ content. Update these documents throughout the enrollment period as new questions emerge.

Cost calculators represent the cornerstone of effective decision support because they transform abstract plan features into concrete financial scenarios. The best calculators ask employees about their typical healthcare utilization patterns, current prescription medications, and planned medical events, then provide personalized estimates based on their individual circumstances. Include scenarios for both typical years and years with higher medical expenses to help employees understand their potential financial exposure under different plans.

Network directories help employees understand which healthcare providers they can access under each plan option, particularly important for those with established relationships with specific doctors or specialists. Rather than directing employees to complex insurance company websites, create simplified directories that focus on the most commonly used providers in your area.

Modern AI-powered platforms like Jellyvision’s ALEX tool represent an evolution in decision support technology. These sophisticated platforms combine artificial intelligence with behavioral psychology to provide personalized recommendations based on individual circumstances. They work by asking employees questions about their health status, financial priorities, and family circumstances, then analyze this information against available benefit options to generate tailored recommendations. Unlike static calculators, these tools can consider hundreds of variables simultaneously and use conversational interfaces to make the decision process more approachable and less stressful.

When implementing any decision support tools, remember that they work most effectively when they complement your existing communications rather than replacing them entirely. The most successful approach combines technology-driven recommendations with access to human benefits counselors who can address complex situations and provide emotional support during difficult decisions.

8. Follow Up – Reminder Nudges and Last-Call Messages #

Don’t assume that employees will remember enrollment deadlines or take action immediately after receiving initial communications. Plan a series of follow-up messages that provide gentle reminders and increasingly urgent calls to action as deadlines approach.

Your follow-up strategy should include both broad reminders to all employees and targeted messages to those who haven’t yet completed enrollment. Most HR information systems can generate reports showing which employees haven’t enrolled, allowing you to send targeted reminders to those who need them most.

What Teams Often Miss #

Mobile optimization: Many employees check email and access enrollment systems on mobile devices, but benefits communications are often designed only for desktop viewing. Test your communications and enrollment systems on smartphones and tablets to ensure they’re readable and functional on smaller screens.

Manager preparation: Managers often receive the same benefits information as other employees but may not realize that their team members will come to them with questions. Provide managers with additional resources and talking points so they can support their team members effectively without providing incorrect information.

Non-enrolling employee tracking: It’s easy to focus on employees who are actively engaging with benefits information and overlook those who aren’t responding at all. Implement tracking systems to identify employees who haven’t opened communications or accessed enrollment systems, then reach out proactively to ensure they don’t miss important deadlines.

Part 4: Practical Tools & Examples #

Sample Enrollment Email Sequence (3-Touch Model) #

Effective email sequences build momentum toward enrollment while respecting employees’ time and attention spans. The three-touch model provides comprehensive coverage without overwhelming recipients, with each email serving a specific purpose in the enrollment journey.

Email 1: “Open Enrollment is Here – What You Need to Know” (Sent 3-4 weeks before deadline) #

• Subject: Open Enrollment Starts Monday – 3 Key Changes This Year
• This initial email should capture attention with a clear, specific subject line and lead with the most important information employees need to know. Focus on what’s changing, what’s staying the same, and what employees need to do next.
• Key elements to include: enrollment dates and deadlines, major plan changes or new options, links to detailed information and enrollment systems, and a clear call to action encouraging employees to review their options early rather than waiting until the deadline approaches.

Email 2: “Don’t Forget: Enrollment Deadline Approaches” (Sent 1-2 weeks before deadline) #

• Subject: Enrollment Ends Friday – Still Need to Complete Yours?
• The follow-up email should acknowledge that some employees have already enrolled while encouraging others to take action soon. Include success stories or testimonials from employees who’ve completed enrollment, and address common questions that have emerged since the first communication.
• This email should also highlight decision support resources and remind employees how to get help if they’re struggling with their choices. Include specific instructions for common enrollment scenarios and emphasize the consequences of missing the deadline.

Email 3: “Final Hours: Complete Your Benefits Enrollment Today” (Sent 1-2 days before deadline) #

• Subject: URGENT: Benefits Enrollment Ends Tomorrow at 5 PM
• The final email should create appropriate urgency without causing panic. Focus on the essential information employees need to complete enrollment quickly, including direct links to enrollment systems and contact information for immediate assistance.
• Keep this email brief and action-oriented, with minimal background information and maximum emphasis on what employees must do right now. Include the exact deadline with time zone specification and what happens if employees miss the deadline.

Comparison Chart Template (PPO vs HDHP) #

Visual comparisons help employees understand the practical differences between plan options better than lengthy text descriptions. Design comparison charts that highlight the features most important to your specific employee population. Here’s an example.

Include real-world scenarios below the comparison chart to help employees understand how these differences might affect them personally. For example, show the total annual costs for someone who has routine preventive care only, someone who needs prescription medications, and someone who has a major medical event.

Example FAQ Employees Actually Ask #

Base your FAQ content on real questions from previous enrollment periods rather than theoretical concerns. These examples represent common areas of confusion that appear repeatedly across different organizations and industries.

Q: What’s the best way to explain plan changes to employees? A: Start with the bottom line impact on their paychecks and out-of-pocket costs, then explain the reasons for changes. Use specific examples showing how changes affect different employee situations, and always include information about where employees can get individual assistance if they need help understanding how changes affect their specific circumstances.

Q: How many times should I send open enrollment reminders? A: Plan for three major communications plus targeted follow-ups to employees who haven’t enrolled. The initial announcement should come 3-4 weeks before the deadline, with reminders at 2 weeks and 2 days before the deadline. Send targeted messages to non-enrolled employees at one week before deadline.

Q: Can text messages be used for open enrollment? A: Text messages can be effective for deadline reminders and urgent communications, but they shouldn’t replace comprehensive email communications due to character limitations. Always obtain employee consent before sending benefits-related text messages, and ensure your messaging complies with applicable privacy regulations.

Q: What if employees don’t open HR emails? A: Supplement email with other communication channels like team meetings, intranet postings, and manager cascades. Use compelling subject lines that clearly communicate urgency or personal impact. Consider using read receipts or engagement tracking to identify employees who aren’t receiving your messages and reach out through alternative channels.

Q: How do I make communications compliant with federal and state rules? A: Work with your benefits attorney or compliance specialist to ensure all required notices are included in your communications and properly documented. Maintain records of all communications sent and received, including proof of delivery when possible. Remember that compliance requirements may vary by state and company size.

Case Study: 40-Person SaaS Company Improving Participation #

A growing software company faced declining benefits participation and increasing employee confusion during open enrollment. Only 65% of eligible employees were enrolling in health insurance, and the company was receiving dozens of benefits questions throughout the year.

The Challenge #

Previous open enrollment communications consisted of a single comprehensive email containing all plan details, legal notices, and enrollment instructions. Employees reported feeling overwhelmed by the information and uncertain about which options were best for their situations.

The Solution #

The company implemented a multi-channel communication strategy with simplified messaging and enhanced decision support. They created a three-email sequence with clear action steps, developed comparison tools showing real-world cost scenarios, and offered individual consultation sessions with their benefits broker.

Implementation Details #

The first email focused on the three biggest changes affecting employees, with links to detailed information for those who wanted more. The company created simple comparison charts showing annual costs for different employee profiles (single, family, frequent healthcare users). They also implemented manager training so team leaders could answer basic questions and direct complex inquiries to HR.

Results #

Participation increased to 92% within the first year, and benefits-related questions decreased by 60% throughout the year. Employee satisfaction scores for benefits communication improved from 2.3/5 to 4.2/5. The company also saw improved wellness program participation and more appropriate use of urgent care versus emergency room services.

Key Success Factors #

The transformation succeeded because the company focused on employee needs rather than administrative requirements. They tested their communications with a small group before full rollout and collected feedback throughout the process. Most importantly, they made information easy to find and act upon rather than comprehensive but overwhelming.

Part 5: Common Mistakes & Red Flags #

Sending Only Long Emails (That Get Ignored) #

The most common benefits communication mistake is creating comprehensive emails that contain every piece of information employees might possibly need. These lengthy messages often get deleted without being read or skimmed so quickly that important details are missed. Employees facing 50+ emails daily simply don’t have time to read through detailed benefits explanations, no matter how well-written they might be.

Long emails also create a false sense of security for HR teams who believe they’ve communicated everything necessary. However, sending information and successfully communicating are two very different things. If employees don’t read or understand your communications, you haven’t actually communicated effectively, regardless of how comprehensive your emails might be.

Signs you’re sending emails that are too long:

• Employees ask questions that were answered in your emails
• Low email open rates or quick deletion times
• Few employees access linked resources or detailed materials
• Enrollment participation doesn’t improve despite comprehensive communications
• Managers report that employees seem confused despite receiving “detailed information”

Instead of comprehensive emails, create a series of focused messages that each address specific topics or decisions. Use your initial email to provide overview information and direct employees to additional resources rather than including everything in a single message.

Failing to Explain Changes in Costs #

Cost changes often represent the most significant impact of benefits modifications on employees’ personal finances, yet many communications bury this information in technical details about plan features. Employees need to understand how changes will affect their paychecks and out-of-pocket expenses before they can make informed decisions about their coverage.

When communicating cost changes, lead with the practical impact on employees rather than the administrative reasons for adjustments. Instead of explaining that “actuarial analysis necessitated premium modifications to maintain plan viability,” say “your health insurance will cost $15 more per month starting in January, but your prescription copays are decreasing from $25 to $20.”

Essential cost communication elements: • Specific dollar amounts showing old versus new costs • Timeline for when changes take effect • Explanation of why changes were necessary (in plain language) • Information about any cost-saving opportunities or offsets • Resources for employees who may struggle with increased costs

Consider creating personalized cost impact statements for different employee categories. Show how changes affect single employees differently than those with family coverage, and acknowledge that cost increases can create financial stress for some workers.

Assuming Managers Know the Details #

Many organizations distribute benefits information to all employees equally, assuming that managers will naturally be able to answer their team members’ questions. However, managers typically receive the same level of benefits education as other employees and may not realize they need additional preparation to support their teams effectively.

Managers often become the first point of contact for benefits questions because employees feel more comfortable asking their immediate supervisor than contacting HR directly. When managers don’t have accurate information or don’t know when to refer questions to appropriate specialists, they may provide incorrect guidance that leads to poor employee decisions.

Manager preparation essentials:

• Additional training on plan changes and new options
• Clear guidelines about which questions they can answer versus which require HR referral
• Talking points for team meetings and informal conversations
• Contact information for getting quick answers to employee questions
• Regular updates throughout enrollment period about common questions and issues

Provide managers with simple reference materials they can use during conversations with employees. Create a “manager’s cheat sheet” that covers the most common employee questions and appropriate responses, including when to say “I don’t know, but let me find out for you.”

Not Tracking Which Employees Haven’t Enrolled #

Many HR teams focus their attention on employees who are actively engaging with benefits communications and enrollment systems while overlooking those who aren’t responding at all. Employees who don’t enroll may lose coverage, create compliance issues, or face financial hardship due to lack of insurance.

Non-participation often indicates communication problems rather than employee disinterest. Employees may not be receiving messages due to email issues, may be overwhelmed by the enrollment process, or may not understand the consequences of failing to enroll. Identifying and reaching out to these employees proactively can prevent problems and improve overall participation rates.

Tracking strategies:

• Regular reports showing which employees have and haven’t accessed enrollment systems
• Email engagement tracking to identify employees who aren’t opening communications
• Manager check-ins about team members who seem disengaged from enrollment process
• Targeted outreach to employees who haven’t enrolled as deadlines approach
• Alternative communication methods for employees who don’t respond to standard channels

Create a systematic process for following up with non-enrolled employees that escalates in urgency as deadlines approach. Start with gentle reminders and progress to more direct outreach, including phone calls or in-person conversations if necessary.

Part 6: Advanced Considerations #

Multi-State Compliance Notices (ACA, COBRA, State Mandates) #

Organizations with employees in multiple states face complex compliance requirements that can significantly complicate benefits communications. Federal regulations like the Affordable Care Act and COBRA apply consistently across states, but state-specific mandates can create additional notice requirements and different deadlines for various communications.

Some states require specific language in benefits communications or mandate coverage for certain services that federal law doesn’t address. Others have different timing requirements for notices or additional privacy protections that affect how you can communicate about benefits. Failure to meet these varied requirements can result in compliance penalties even when federal requirements are met appropriately.

Key compliance considerations #

• Federal notice requirements that apply to all employees regardless of location
• State-specific mandates that may require additional or modified communications
• Different language requirements for notices in various jurisdictions
• Varying deadlines and timing requirements across different states
• Documentation requirements that may differ by location

Work with benefits attorneys or compliance specialists who understand the specific requirements for each state where you have employees. Maintain detailed records of all communications sent and create systems to ensure that state-specific requirements are met consistently.

Digital vs. Paper Distribution for Compliance #

While digital communication is more efficient and cost-effective, compliance requirements may mandate paper distribution for certain notices or employee populations. Some regulations require that employees receive physical copies of specific documents, while others allow digital distribution only if employees have consented to electronic communications.

The shift toward remote and hybrid work has complicated paper distribution requirements, as employees may not be in the office regularly to receive physical documents. However, compliance requirements haven’t necessarily adapted to these new work arrangements, creating challenges for organizations trying to meet legal obligations while accommodating distributed workforces.

Distribution strategy considerations #

• Which notices require paper distribution versus digital alternatives
• Employee consent requirements for electronic communications
• Methods for ensuring remote employees receive required physical documents
• Documentation requirements proving that employees received required notices
• Backup procedures for employees who don’t engage with digital communications

Develop hybrid distribution strategies that use digital communications whenever possible while ensuring compliance with paper requirements where necessary. Consider mailing important documents to remote employees’ home addresses and maintaining detailed records of all distribution methods used.

Using HRIS Platforms or Chatbots for Reminders #

Technology platforms can significantly enhance your benefits communication strategy by automating reminder sequences, tracking employee engagement, and providing immediate responses to common questions. However, these tools work best as supplements to human communication rather than replacements for personal interaction.

HRIS platforms often include communication features that can segment employees by various criteria and send targeted messages based on enrollment status or demographic characteristics. These capabilities allow for more personalized communication without requiring extensive manual effort from HR teams.

Technology enhancement opportunities #

• Automated reminder sequences based on enrollment status
• Chatbots that answer common questions and direct complex inquiries appropriately
• Integration between benefits platforms and communication systems
• Analytics showing which communications are most effective with different employee groups
• Mobile-optimized enrollment experiences that work seamlessly across devices

Implement technology solutions gradually and ensure that human support remains available for employees who prefer personal assistance or have complex situations requiring individual attention.

Supporting Global Teams (If Relevant) #

Organizations with international employees face unique challenges in benefits communication due to different healthcare systems, cultural expectations, and regulatory requirements in various countries. Benefits that seem straightforward in the United States may be confusing or irrelevant to employees in countries with national healthcare systems.

Cultural differences in communication styles may affect how employees respond to benefits information. Some cultures prefer detailed written explanations, while others respond better to visual materials or group discussions. Understanding these preferences can improve communication effectiveness across diverse global teams.

Global communication considerations:

• Different healthcare systems and benefits expectations across countries
• Cultural communication preferences that affect information processing
• Time zone challenges for live training sessions or Q&A opportunities
• Language barriers that may require translation or simplified English
• Varying regulatory requirements for benefits communications in different countries

Develop region-specific communication strategies that account for local cultures and healthcare systems while maintaining consistent core messaging about your organization’s commitment to employee wellbeing.

Conclusion & Next Steps #

Why Better Communication Reduces Stress for Both HR and Employees #

Effective benefits communication creates positive feedback loops that benefit everyone involved in the process. When employees understand their options and feel confident in their decisions, they generate fewer questions and require less individual assistance throughout the year. This reduction in administrative burden allows HR teams to focus on strategic initiatives rather than constantly responding to confused employees.

Better communication also reduces the stress and anxiety that many employees experience during open enrollment. When information is clear and decision-support tools are available, employees can make choices confidently rather than worrying about whether they’ve selected appropriate coverage for their families.

The long-term benefits of improved communication extend well beyond the enrollment period. Employees who understand their benefits use them more effectively, leading to better health outcomes and higher satisfaction with their total compensation packages. This understanding also builds trust in the organization’s commitment to employee wellbeing, which supports retention and engagement initiatives.

How SMBs Can Punch Above Their Weight with Simple, Clear Strategies #

Small and medium-sized businesses often assume they can’t compete with large corporations in benefits communication due to resource constraints. However, SMBs actually have several advantages in this area, including more direct relationships between management and employees, greater flexibility in communication approaches, and the ability to customize messages for specific workforce needs.

The strategies outlined in this guide don’t require large budgets or sophisticated technology platforms. They rely instead on understanding your employees’ needs, communicating clearly and consistently, and providing appropriate support throughout the decision-making process.

SMB advantages in benefits communication:

• Direct access to leadership for questions and concerns
• Ability to customize communications for specific workforce demographics
• Flexibility to adjust strategies quickly based on employee feedback
• Personal relationships that support individual assistance when needed
• Smaller employee populations that make targeted outreach feasible

Start with the fundamentals—clear messaging, multiple communication channels, and adequate decision support—then add sophisticated elements as your resources and capabilities grow. Many of the most effective communication improvements cost time and attention rather than money.

Call to Action: Building Your Communication Strategy #

Transform your benefits communication by implementing these proven strategies systematically rather than attempting to change everything at once. Begin with the foundational elements that will have the greatest impact on employee understanding and engagement.

Immediate next steps (implement before next open enrollment): • Audit your current communication materials for jargon and complexity • Create a multi-channel communication timeline with specific deadlines • Develop simplified comparison tools for your most popular benefit options • Train managers on key changes and appropriate response strategies • Implement tracking systems to identify employees who aren’t engaging with communications

Medium-term improvements (implement over the next 6-12 months): • Collect employee feedback on communication preferences and effectiveness • Develop personalized cost calculators for different employee scenarios • Create video content explaining complex concepts or highlighting plan changes • Establish partnerships with benefits vendors for enhanced decision support tools • Build compliance documentation systems that meet multi-state requirements

Advanced enhancements (implement as resources allow): • Integrate HRIS platforms with communication systems for automated follow-up • Develop mobile-optimized enrollment experiences • Create interactive decision support tools and chatbots • Implement analytics to track communication effectiveness and employee engagement • Establish year-round benefits education programs to support open enrollment

Legal Disclaimer: This guide provides general information about benefits communication strategies and should not be considered legal advice. Benefits communication requirements vary significantly based on company size, location, and specific benefit offerings. Always consult with qualified legal counsel or compliance specialists to ensure your communications meet all applicable federal, state, and local requirements. The strategies and examples in this guide should be adapted to your specific organizational needs and regulatory environment.

About This Guide: This guide was developed to help small and medium-sized businesses improve their benefits communication effectiveness while maintaining compliance with applicable regulations. For additional resources and tools to support your benefits communication strategy, visit our Compensation & Benefits Launch Hub for comprehensive guides, templates, and expert insights.