8 min read
You know that moment when you finally send out your open enrollment email … and hear absolutely nothing? The silence can feel both triumphant and mildly terrifying.
Because, as HR we know open enrollment isn’t just about benefits and forms, it’s about making sure every person in your company feels informed, seen, and supported.
If you nailed the benefits offerings in Part 2, this third instalment is for you. We dive into communication: the tool that turns confusion into clarity, stress into confidence.
Because when you communicate well, you don’t just avoid chaos you help people feel empowered, valued, seen and ready.
What the Latest Research Says About Communication Challenges
Some recent findings (from SHRM, Netchex & MetLife) that shine a spotlight on what’s tripping people up in open enrollment communication:
- Lack of understanding leads to regret. Many employees don’t understand the health plans they select. Even when surveys show people believe they know their options, when tested, many answer incorrectly about basics like deductibles, copays, or what’s covered. This leads to regrets later.
- Information overload is real. Too many dense packets, emails, PDFs, and jargon, and people tune out. The message: your communication matters as much in format and timing as content.
- Timing and consistency are weak spots. Some HR teams still compress everything into a short period just before the deadline. But employees say starting earlier, staggering messages, and having reminders are critical. Even external research points out the benefit of year-round communication about benefits, so open enrollment isn’t the first time people hear about what’s changing.
- One-size-fits-all communication doesn’t reach everyone. Different employees prefer different formats (video, text, mobile, live sessions), different languages, different schedules (some are remote, some on-site, some hourly). If you rely only on email or big all-hands, a lot of folks will be left confused or behind.
- Trust depends on transparency. When HR downplays changes (e.g., rising premiums, changes in provider networks) or buries important information in fine print, employees feel misled. Being open about what’s changing, why things cost more, and what trade-offs exist builds trust.
Communication Hacks: What can HR departments do Differently
Below are some suggestions and out-of-the-box ideas you can put into place now or refine for your next open enrollment period. These may help your messages land, your people stay engaged, and you feel less like you’re shouting into the void.
|
Hack |
What It Does |
How to Implement |
|---|---|---|
|
1. Build a Year-Round Communication Rhythm |
Moves open enrollment from crisis mode into part of ongoing support; reduces surprise, increases engagement. |
Send quarterly benefit reminders, highlight “hidden benefits” mid-year, run short “Did you know?” messages so employees hear messages long before open enrollment. |
|
2. Create Benefit Personas to Tailor Messaging |
Makes messages feel personal and relevant (e.g. “parents,” “new hires,” “caregivers,” “those with chronic conditions”). |
Survey or poll employees ahead of open enrollment to group by needs; then send messages specifically for each persona (e.g. cost comparisons, relevant coverage). |
|
3. Use Micro-Videos & Snackable Content |
Easier to consume, share, and rewatch, especially helpful for non-desk or remote employees. |
30-60 second video snippets: “What is an HSA?”, “High-deductible vs PPO – quick guide”, “Top changes this year”. Post via internal platforms (Slack, Teams), mobile app, and email. |
|
4. Transparent & Empathetic Messaging |
Builds trust; reduces anxiety when people know why things are changing. |
When premiums go up or providers change, explain why. Use FAQs to address concerns. Acknowledge that healthcare costs are rising and that you’re trying to balance cost and value. |
|
5. Multi-Channel & Accessible Formats |
Ensures wide reach; meets people where they are. |
Email + video + live Q&A + mobile app + posters in common areas + translated materials if needed; phone or office hours for employees who prefer face-to-face. |
|
6. Countdown & Reminder Cadence |
Helps reduce procrastination; keeps open enrollment front-of-mind. |
Start 4-6 weeks before with “Save the Date”, then weekly updates, then daily reminders in the last few days. Use all channels. |
|
7. Interactive Q&A or Office Hours |
Helps clarify confusion in real time; reduces repetitive questions. |
Schedule small live sessions (in person or virtual), drop-in hours, or allow employees to submit questions anonymously beforehand. |
|
8. Post-Enrollment Follow-Up |
Helps people use their benefits properly, reduces regret, and identifies improvements for next year. |
Send messages about new ID cards, how to find in-network providers, wellness benefits. Survey people about what they understood, what they want improved. |
Out-of-the-Box Communication Ideas
- Benefit Storytelling Podcast / Audio Clips: Record 2-minute stories from employees who used benefits (e.g., mental health, parental leave, caregiving). Share via internal podcast or even just audio snippets in Slack. People remember stories more than bullet points.
- “Benefit Olympics” or Interactive Challenges: For example, a week where employees compete in “benefits trivia” or mini quizzes. Winners get recognition. Reinforces education in a fun way.
- Peer-led Lunch & Learns: Employees from different life stages share what matters to them, what benefits they picked, and why. Helps others see themselves in the scenarios and makes choices more tangible.
- Visual Journey Maps: Draw or display an infographic of “Your Open Enrollment Journey” from announcement to deadline to first use of benefits. Show checkpoints, what to expect, and where help is. Good for new hires especially.
- Office Hours with a Twist: Mobile benefit labs – HR sets up in a break room, cafeteria, or other common space with tablets and flyers, maybe even snacks; employees can drop by informally to ask questions.
- Benefit Change Alert Surprises: Use “push notifications” (if your HR system or internal communications platform supports it) for urgent changes/updates; small pop-ups inside the enrollment portal about things employees often miss.
Sample Communication Action Plan:
Step by Step: Here is what your communications plan could look like…. You are welcome!
|
Phase |
What to Do |
Key Messages / Channels |
|---|---|---|
|
Pre-Enrollment (2-3 months ahead) |
Survey employees to understand needs; build personas; decide what’s changing; craft key messages; produce teaser content (videos, “What’s coming”) |
Email + Survey + Intranet + Slack or Teams teaser posts + Managers briefed so they can support their teams |
|
3-6 weeks before launch |
Kick-off announcements; schedule live Q&A; share guides; send benefit quick view docs; start reminder countdown |
Email + micro-videos + “Did you know” posts + Manager meetings + Posters / screens in break areas. |
|
During Enrollment Period |
Regular reminders; office hours / Q&A; peer stories; multi-channel support; highlight hidden benefits & scenarios |
Emails + live/virtual sessions + video clips + mobile app or text reminders + posters + benefits ambassadors in departments |
|
Immediately After Enrollment Ends |
Confirm enrollments; send reminders about using benefits; share stories; solicit feedback; fix insights for next year |
Thank-you emails + usage tips + feedback survey + highlight what went well + update FAQ bank based on issues. |
Why Good Communication Changes Everything
- Reduces regret and confusion. When people understand their benefits, they worry less, ask fewer questions, and feel more confident they made the right choice.
- Lowers administrative overload. Clear messages early mean fewer frantic calls, fewer corrections, fewer errors.
- Builds trust and engagement. HR is more than forms. Good communication shows HR cares about people, not just compliance.
- Helps with retention & loyalty. Benefits are among top reasons people stay or leave. When employees feel their benefits communicate what the company values, that’s powerful.
HR heroes, your job is filled with moving parts, tight deadlines, and a lot of unseen work. But your ability to communicate clearly, early, often, and with empathy might be the single biggest difference between open enrollment being a season of dread or a season of trust and empowerment.
