How to Talk to Gen Z About Employee Benefits Open Enrollment

Open enrollment can be confusing for anyone, but for Gen Z, it’s often a whole new world. Born between 1997 and 2012, Gen Z is quickly becoming a dominant force in the workforce. Many are navigating open enrollment for the first time, often without much prior experience selecting benefits. In fact, a MetLife study found that more than half of Gen Z employees don’t fully understand their benefits and would like to be better informed.

So how can employers help? By meeting Gen Z where they are with clear, relatable, and tech-savvy communication.

Why Gen Z Needs a Different Approach

Many Gen Zers are still eligible to stay on their parents’ health insurance until age 26. That means when they do have to make their own benefits decisions, they’re often unsure where to start. According to Justworks, 57% of Gen Z workers rely on recommendations during open enrollment, most often from their parents.

This generation values transparency, personalization, and digital-first experiences. Employers who tailor their benefits communication accordingly can boost engagement, build trust, and help young employees make smarter choices.

7 Ways to Help Gen Z Navigate Open Enrollment

To effectively engage Gen Z during open enrollment, tailor your communication strategy to match their preferences for digital, digestible, and interactive content.

1. Use the Right Channels

Gen Z prefers digital, on-demand content. Their preferences include:

• Video resources and podcasts
• Social media (LinkedIn, Instagram, Facebook)
• In-person conversations
• Messaging platforms (Slack, Teams)
• Text messages

Use a mix of these to announce open enrollment dates, deadlines, and key actions.

2. Break It Down with Bite-Sized Content

Forget the jargon-heavy PDFs. Instead, offer:

• Infographics
• Short explainer videos
• FAQs
• Interactive guides

These formats are easier to digest and more likely to be shared or revisited.

3. Define the Lingo

Employee benefits materials are full of acronyms and unfamiliar terms. Help Gen Z decode them by clearly explaining:

• PPO (preferred provider organization)
• OOP (out-of-pocket)
• Deductible, copay, coinsurance, and more

A simple glossary or “Benefits 101” guide can go a long way.

4. Highlight the Full Benefits Picture

Health insurance is just one piece of the puzzle. Make sure to spotlight:

• Financial benefits (student loan repayment, 401(k), financial planning)
• Security benefits (identity theft protection)
• Lifestyle perks (legal services, pet insurance, travel coverage)

These extras can be especially appealing to Gen Z’s diverse needs and values.

5. Encourage Reflection and Self-Assessment

Offer tools like:

• Year-in-review checklists
• Coverage gap surveys
• “What’s changed in your life?” quizzes

These help young employees think critically about what they need now—and what they might need in the year ahead.

6. Give Them Time (and Permission) to Ask Questions

Rushing leads to regret. Encourage Gen Z employees to:

• Take their time reviewing options
• Attend Q&A sessions
• Reach out to HR or benefits advisors

Normalize asking questions. It builds confidence and reduces stress.

7. Make It a Year-Round Conversation

Don’t let benefits education be a once-a-year event. Keep the conversation going with:

• Monthly tips
• Real-life employee stories
• Budgeting and wellness workshops

This ongoing support helps Gen Z understand the value of their benefits and make more informed decisions during open enrollment.

Build Employee Benefits Confidence

Open enrollment doesn’t have to be overwhelming, especially for Gen Z. With the right communication strategy, employers can turn a confusing process into a confidence-building experience. By educating and empowering young employees, organizations can boost satisfaction, retention, and overall well-being.

Related Reading: 5 Ways HR Pros Thwart Cybercriminals During Open Enrollment

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