Benefit plans are one of the largest investments an employer makes—yet many employees don’t fully understand what’s available to them or how to use it.
Today, the challenge isn’t just awareness. Employees are navigating more plan options, more digital tools, and more information than ever before. Without clear, consistent communication, even strong benefit offerings can go underutilized.
When employees understand their benefits, they’re more likely to make informed decisions, access care appropriately, and see the full value of what’s being offered. A thoughtful communication strategy helps close that gap.
Communicate Throughout the Year
Open enrollment is important, but it shouldn’t carry the full weight of your communication efforts.
Employees make health care decisions year-round. Questions come up when they’re scheduling care, managing prescriptions, or navigating a life event—not just during enrollment season.
A consistent communication rhythm keeps benefits top of mind and easier to use when it matters most. This might include:
- Timely reminders tied to preventive care
- Education around using plan features like telehealth or urgent care
- Guidance during common life events, such as adding a dependent or changing coverage
Ongoing communication builds familiarity and reduces confusion when employees need to act.
Incorporate a Variety of Relevant Messages
Effective communication goes beyond listing what’s included in the plan. It helps employees understand how to use their benefits with confidence. Key topics to cover throughout the year include:
- What benefits are available and how they work together
- What’s changing—and what isn’t—during open enrollment
- How to choose care settings (primary care, urgent care, emergency room)
- Ways to manage out-of-pocket costs and use available tools
- Preventive care and wellness opportunities included in the plan
- Accessing mental health and well-being resources
- Voluntary benefits and how they complement core coverage
- Answers to common employee questions
When possible, connect these topics to real scenarios employees can relate to. That context makes the information more usable and easier to retain.
Communicate Changes with Clarity and Context
Plan changes are sometimes necessary, but how they’re communicated shapes how they’re received.
Start with a clear explanation of what’s changing, why it’s changing, and how it affects employees. Avoid overcomplicating the message. Focus on what employees need to know to make informed decisions.
Transparency early in the process helps reduce confusion and builds trust. When employees understand the reason behind changes, they’re more likely to engage with the options in front of them.
Avoid Miscommunication and Keep Messaging Consistent
Inconsistent or unclear communication can create frustration and lead to poor benefit decisions. To keep messaging aligned:
- Assign clear ownership for benefits communication within your organization
- Encourage managers to direct detailed benefits questions to the appropriate resource
- Ensure all communications align with official plan documents
- Keep summary plan descriptions and supporting materials accurate and up to date
- Maintain records of distributed communications and required disclosures
Consistency across channels and messages helps employees feel confident in the information they’re receiving.
Utilize a Mix of Communication Methods
Employees engage with information in different ways—and increasingly, on their own time and devices. A mix of communication methods helps meet employees where they are:
- Email campaigns and internal newsletters
- Mobile-friendly resources and benefits portals
- Short, focused videos that explain key concepts
- Webinars or recorded sessions for more complex topics
- Text reminders for deadlines or simple prompts
- Digital tools that help employees compare options or estimate costs
The goal isn’t to use every channel—it’s to use the right channels in a way that makes information easy to access and act on.
Make Communication Personal and Timely
One-size-fits-all communication often gets ignored. Consider how you can tailor messaging based on employee needs:
- New hires who are enrolling for the first time
- Employees managing ongoing health conditions
- Families versus individual coverage
- Employees approaching retirement
Even small shifts toward more personalized, timely communication can improve engagement and decision-making.
Measure What’s Working
A strong communication strategy should evolve over time. Look at indicators such as:
- Open enrollment participation and completion rates
- Utilization of preventive care and wellness programs
- Employee questions and feedback trends
- Engagement with communication tools and resources
These insights can help you refine your approach and focus on what’s most valuable to your workforce.
Bringing It All Together
When employees understand their benefits, they’re better equipped to use them, leading to more informed decisions, improved engagement, and a stronger return on your investment.
Clear, consistent communication turns a benefits package into something employees can rely on. If you’re looking to strengthen your approach, a Leavitt Group advisor can help you evaluate your current strategy and identify practical ways to improve how your benefits are communicated and understood.
