Getting the Most Out of Your Open Enrollment Communications

Open enrollment comes around every year, but that doesn't make it easy for employees. Between rising healthcare costs, unfamiliar benefit options, and enrollment deadlines, many employees struggle to determine what choices are best for themselves and their families. When employees feel overwhelmed, they may delay decisions, select plans they don't fully understand, or miss opportunities to maximize their benefits.

That's why communication plays such an important role in the open enrollment experience.

When employees receive clear, timely, and relevant information, they're more likely to make informed decisions and feel confident about their selections. Effective communication doesn't just support enrollment. It also reinforces the value of the organization's total rewards package and demonstrates a commitment to employee well-being.

Here are several ways employers can create a more engaging and effective open enrollment experience before, during, and after enrollment season.

Start Preparing Before Enrollment Opens

Successful open enrollment campaigns begin long before employees are asked to make decisions. In the weeks leading up to enrollment, build awareness by communicating key dates, highlighting important plan changes, and directing employees to educational resources. Giving employees time to absorb information gradually can help reduce confusion and last-minute decision-making.

It's also helpful to look back before looking ahead. Review past enrollment campaigns to identify what worked well and where employees may have needed additional support. Questions, feedback, and participation data can offer valuable insight into how future communications can be improved.

Once benefit offerings are finalized, establish a few key messages that employees need to understand. Focus on the most meaningful updates, common questions, and actions employees will need to take. Keeping communications focused can help cut through the noise and improve engagement.

Make Benefits Easier to Understand

Benefits can be complex, but communication shouldn't be.

Employees are often introduced to unfamiliar terms, acronyms, and plan options during open enrollment. While benefits professionals may use this language every day, employees may not. Clear, straightforward communication can make a significant difference in helping employees feel comfortable and confident throughout the enrollment process.

Instead of lengthy explanations, focus on simple language and concise messaging. Break complicated topics into smaller pieces and explain them in terms employees can easily relate to. The easier the information is to understand, the more likely employees are to engage with it.

Real-life examples can also help bring benefits to life. Rather than describing telemedicine as a 24/7 healthcare option, explain how it can help a parent get medical guidance when a child wakes up sick in the middle of the night. Practical examples help employees connect benefits to everyday situations.

Meet Employees Where They Are

There is no single communication channel that works for everyone.

Some employees prefer email. Others pay more attention to printed materials, webinars, videos, text messages, or in-person meetings. Using a variety of communication methods helps ensure important messages reach employees in ways that fit their preferences and work environments.

Equally important is tailoring messages to employee needs. A new parent may be interested in dependent care resources and medical coverage, while an employee nearing retirement may want information about retirement planning and financial wellness programs. Communications that feel relevant are more likely to capture attention and drive action. Personalization doesn't need to be complicated. Even small adjustments that acknowledge different life stages and priorities can make communications feel more meaningful and valuable.

Help Employees Make Confident Decisions

Providing information is important. Providing guidance is even better.

As benefit offerings continue to evolve, employees often need support evaluating their options. Decision-support tools, cost calculators, interactive resources, FAQs, and AI-powered assistants can help employees better understand coverage choices and estimate potential expenses.

The objective isn't simply to educate employees. It's to help them choose benefits that align with their individual needs and circumstances.

Throughout the enrollment period, employers should also create opportunities for questions and conversation. Office hours, webinars, town halls, and Q&A sessions can provide employees with the support they need when making important benefits decisions.

Keep Communications Action-Oriented

Even the best communication can fall short if employees aren't sure what to do next.

Every enrollment message should clearly answer four basic questions:

• What action do I need to take?
• Why does it matter?
• When is it due?
• Where can I go for help?

Whether communicating through email, video, text messages, or printed materials, clear calls to action help reduce confusion and encourage timely participation.

Think Beyond Open Enrollment

Open enrollment may be the most visible benefits communication event of the year, but it shouldn't be the only one.

The most effective benefits communication strategies are built around employee needs throughout the year. Rather than sending generic reminders, employers can use feedback and data to identify where employees may need additional support.

Start by looking at the questions employees ask most often during open enrollment. Are they confused about deductibles and copays? Unsure how to use telehealth services? Struggling to understand voluntary benefits? These recurring questions can reveal opportunities for ongoing education. Similarly, HR teams can identify administrative pain points, such as enrollment errors, missed deadlines, or frequent requests for clarification, and address them through more targeted communications.

Benefits utilization and claims data can also provide valuable insight. For example, low use of preventive care services, employee assistance programs, telemedicine, or financial wellness resources may indicate awareness gaps rather than a lack of interest. By understanding how employees are using their benefits, employers can develop education campaigns that highlight underutilized programs and help employees get greater value from the benefits available to them.

After enrollment closes, gather employee feedback and evaluate results. Survey responses, participation rates, and utilization trends can help shape future communication strategies and create a more personalized employee experience. Over time, these insights can transform benefits communication from a once-a-year event into an ongoing effort that supports employee well-being and reduces administrative burden.

The Bottom Line

Open enrollment is more than an administrative process. It's an opportunity to help employees make important decisions, build confidence in their benefits, and strengthen their connection to the organization.

Organizations that communicate early, simplify complex information, personalize their approach, and provide support throughout the process can create a better enrollment experience for everyone involved. And when employees feel informed and empowered, they're more likely to recognize and appreciate the full value of their benefits.

The above information does not constitute advice. Always contact your employee benefits broker or trusted advisor for insurance-related questions.