by Karen Gustin, executive vice president of Ameritas Group Division
We know that when it comes to health benefits, employees want choices. And they expect their employers to help them understand those choices. Studies show that people are more satisfied with their jobs, and less likely to look for other employment opportunities, if they believe not only that their employer offers good benefits, but that the benefits are well communicated. Here are three ways to improve your benefits communication.
|
1. Cost of Turnover vs. Communication
Effective benefit communication requires employers to invest time and resources to educate employees. But with the right help, that investment can be modest. Never forget to weigh the cost of good communication efforts against that of having to replace employees. A United States Department of Labor study revealed that when an employee leaves, it cost the business one-third of that person’s annual salary to identify, hire, and train a replacement.
2. Understanding Employee Benefit Communication
A key to employee satisfaction is to offer employee benefits that people need and want. Survey employees to find out about their plan preferences, awareness of and satisfaction with the level of current benefits, understanding and use of existing benefits, suggestions for benefits to consider for the following year, and favorite ways to receive benefits information.
Gather utilization trends from your broker and insurance sales representative, so you know the services that are most widely used as well as those services employees may not be aware of or may understand.
| Learn how to create a successful benefits communication strategy when you attend “ Benefits Communication: Cost-Effective Ways to Align Your Messaging Strategy with Business Goals” on Tuesday, December 6, 2016. Register today for this timely HR event |
3. Communicate Details Early
Several weeks before employees are to enroll in new benefits, provide plan details. Map out the communication process so they understand what to expect. List dates when the enrollment period opens and closes, and explain the ways they can find out more about the coverage options. Other suggestions are:
- Family needs—List information employees will need to know when choosing plans, such as guidelines for dependent eligibility; whether dependents will need glasses, contacts or orthodontia; or whether new family members need benefits.
- Mix up communications—Skip the one-size-fits-all communication style. Use a blend of traditional and trending communication options to reach employees, such as:
- Packet mailings
- Informational meetings
- Bulletin board announcements
- Lunch and learn sessions
- Newsletter articles
- YouTube videos
- Q & As, charts, and diagrams on your benefits website
- Web seminars
- Blogs
- Social media messages
- Personalize messages—Explain how benefit choices will affect employees’ lives. If possible, categorize information into demographic groups.
- Feature stories from key employee leaders, such as what they discovered about their coverage or benefits that made a difference to their families. Incorporate comments and stories in Facebook posts and employee blogs.
- Avoid using benefits or insurance jargon.
- Provide definitions—Describe differences in plan designs, such as voluntary options vs. employer–paid benefits.
- Explain changes in coverage—If benefits have changes from the previous year, explain the reason and identify what’s new.
- List contacts—Provide a list of team members who employees can contact with questions or feedback.
Repeat Information
A secret to a successful benefits program is to regularly repeat information. Unfortunately, only 28% of employers communicate benefits information throughout the year.
After the enrollment period, employees often forget the details communicated to them about their benefits. Throughout the year, offer suggestions for employees on how to get the most from their benefits, such as taking advantage of preventive screenings.
Remind them of the value of their benefits, about deductible and copay costs, and maximum coverage amounts. Repeat stories of how employees use their benefits. Identify popular coverage options as well as services that often are overlooked. Try to anticipate their questions and concerns, be sure to deliver answers, and provide more information than they expect.
To learn more about how to develop and implement an effective benefits communication program, join us for an in-depth webinar on December 6. Benefits experts from Ameritas, Benz Communications, and SilverStone Group will provide ways to keep your employees informed.
The group division of Ameritas has served customers since 1959 and today provides dental, vision, and hearing care products and services, insuring or administering benefits for more than 6.4 million people nationwide. Ameritas has one of the largest dental networks in the country with more than 413,500 access points. Its contact center has earned BenchmarkPortal’s Center of Excellence certification every year since 2007 and placed 3rd in BenchmarkPortal’s Top 100 for medium call centers in 2016. In New York, dental, vision and hearing care products are offered through Ameritas Life Insurance Corp. of New York. To learn more about Ameritas, visit ameritas.com or ameritasinsight.com.