OE Communication Strategies

A thoughtful communication plan is crucial for an effective open enrollment. Key elements include early preparation, clear objectives, defining your audiences and utilizing the optimal channels. 

Early planning and preparation 

Like any major initiative, solid communication takes significant advance planning. It’s important to allow ample lead time to develop materials, craft messages, identify channels, train staff, and test systems. 

Critical steps in the planning phase include: 

• Set overall OE schedule and confirm dates 
• Establish communication objectives 
• Analyze previous year results 
• Identify audience groups and profiles 
• Develop core messages and theme 
• Select channels and tactics 
• Create content calendar and timelines 
• Assign roles and responsibilities 
• Gather feedback from stakeholders 
• Build processes, automations, and workflows 

Setting clear objectives 

Defining the goals of your open enrollment communication ensures you stay focused and aligned. Examples of typical OE communication objectives: 

• Educate employees on plan options and changes 
• Drive awareness of deadlines and requirements 
• Increase benefits literacy and understanding 
• Encourage active engagement in the process 
• Motivate informed selections and elections 
• Clarify any confusion around plans or choices 
• Boost appreciation and goodwill toward the company 
• Setting specific, measurable goals allows you to track progress and effectiveness. 

Identifying target audiences 

Understanding your audience is vital for relevant, compelling communication. Key groups often include:  

• All employees 
• Remote employees 
• Different generations like Millennials, Gen X, Boomers 
• Employees with dependents/families 
• Single employees 
• Leadership/managers 
• Non-benefits staff like HR, IT, developers 
• Employees nearing retirement 
• Field/warehouse/frontline workers 
• Part-time and temporary workers 
• New hires going through their first OE 

Segmenting by attributes like these allows personalized messaging and channels. Creating audience profiles and pain points guides your strategy. 

Choosing communication channels 

Determining the right channels and touchpoints ensures your messages effectively reach and engage your audiences. Options include: 

Email  

Email allows for segmented campaigns with key details. Well-structured email campaigns offer: 

• Timely delivery of key information 
• Clear calls-to-action driving next steps 
• Relevance through list segmentation 
• Multimedia content like images and video 
• Links to online resources for easy access 
• Tracking of opens, clicks, and engagement 

Schedule a series of campaigns guiding employees step-by-step. 

Webinars  

Webinars are an interactive way to educate and get feedback. They bring remote teams together through: 

• Interactive, multimedia presentations 
• Real-time polls and Q&A with experts 
• Screen sharing for visual learning 
• Playback options for later viewing 
• Ability to join from any location or device 

Webinars democratize access to benefits experts. 

In-person events 

Meetings including in-person presentations, Q&As and workshops allow: 

• Live expert presentations on benefits 
• Opportunities for Q&A and feedback 
• Direct assistance with enrollment 
• Networking and sharing among colleagues 
• Breaking down complex topics via workshops 
• Building camaraderie and appreciation 

Brochures, Flyers, and Posters 

Print collateral like brochures, flyers, and posters act as visual reminders in high-traffic areas. They also: 

• Present attractive, visual information 
• Serve as quick, handy references 
• Reinforce and remind of key details 
• Add credibility and professionalism 

Print amplifies reach as part of a coordinated campaign.   

Other options include creating a centralized hub for resources and documents, leveraging social media to drive awareness, and text alerts for updates and prompt action. Utilizing a mix of communication channels helps ensure your open enrollment messages cut through the noise and engage your audience.  

Targeted Communication Strategies 

Tailored messaging ensures specific groups get relevant information that motivates action. However even with that effort, some employees routinely ignore open enrollment, sticking with the same choices year after year. Reach them with: 

• Emails specifically addressing their interests and concerns 
• Simple materials explaining potential cost savings from engaging 
• Manager conversations on the value of smart selections 
• Contests rewarding those who complete enrollment 
• Mobile alerts prompting enrollment steps 

You can also make communication feel more personal to show employees you value them as individuals. Do this through: 

• Individualized emails with specific plan suggestions based on data 
• Benefits websites with personalized content for each user 
• Chatbots providing tailored guidance and answers 
• Interactive tools factoring in employee age, life events, and more 
• Video messages from CEOs, CHROs, and other executives 

Finally, don’t let communication barriers prevent you from reaching audiences. Inclusive communication leaves no one behind. To do this, keep these common barriers in mind: 

• Language – Offer materials in multiple languages 
• Culture – Ensure relevance for different backgrounds 
• Work shifts – Accommodate off-hour schedules 
• Accessibility needs – Provide braille, video captioning, Assistive tools 
• Tech barriers – Support enrollment via phone, print, in-person