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You work hard to build a competitive benefits package for your employees. You compare plans, evaluate costs, negotiate renewals, and look for programs that will improve the health and well-being of your team.
But here's the question:
How many of your employees actually understand the benefits you're providing?
Too often we hear comments like:
- "I didn't know my plan included that."
- "I wasn't sure where to go for care."
- "I forgot I had that benefit."
- "I didn't realize I could file a claim."
- "Nobody ever explained how this worked."
The truth is, even the best benefits package has little value if employees don't know how—or when—to use it.
Benefits Are More Than an Open Enrollment Event
For many employees, benefits are only top of mind twice a year:
- During Open Enrollment, when they're asked to make important decisions about plans they may not fully understand.
- When an unexpected illness, injury, or life event forces them to use those benefits.
Everything in between?
Benefits often become "out of sight, out of mind."
Unfortunately, that's when valuable resources go unused.
54% of employees wish they had personalized recommendations to help them understand and choose their benefits.
SHRM
Communication Creates Value
Most employees don't need a 50-page benefits guide sitting in a desk drawer.
They need short, practical reminders throughout the year.
A monthly email about preventive care.
A reminder that the Employee Assistance Program offers confidential counseling.
An explanation of how to find an in-network provider before scheduling a procedure.
A note reminding employees that their accident policy may pay cash benefits for covered injuries—or even for routine wellness screenings.
These simple touchpoints help employees become more confident healthcare consumers while getting more value from the benefits you already provide.
What Should You Communicate?
Year-round benefits education doesn't have to be overwhelming. Focus on topics employees are most likely to use.
Consider sharing reminders about:
- Employee Assistance Programs (EAPs)
- Financial wellness resources
- Weight management or wellness programs
- Telehealth services
- Healthcare navigation resources
- Finding in-network providers
- Preventive care benefits
- Prescription savings programs
- Accident and critical illness claims
- Annual wellness benefits included with supplemental plans
A few well-timed reminders throughout the year can make a much bigger impact than a single information-packed Open Enrollment meeting.
You Don't Have to Do It Alone
Let's be honest.
If you own an electrical company, your expertise is electrical work.
If you run a manufacturing business, your focus is production.
If you're managing a nonprofit, you're focused on serving your mission.
You care about your employees, but that doesn't mean you have the time—or the expertise—to create year-round benefits education.
That's where a good benefits partner adds value.
Whether it's educational emails, benefit guides, flyers, videos, website resources, enrollment meetings, or ongoing employee support, your broker should be helping employees understand and use the benefits you've worked so hard to provide.
Because supporting your employees doesn't stop after Open Enrollment—and neither should your benefits partner.
Employers recognize the importance of communication, but many are still struggling to build a consistent strategy. In Aon's 2024 Global Benefits Trends Study, nearly three-quarters of employers said improving benefits communication is a top priority, yet only one-third have formal communication guidelines in place.
SHRM
Providing great benefits is only the first step.
Helping employees understand and use those benefits is what turns a good benefits package into a valuable one.
When employees know where to go, what resources are available, and how to make informed healthcare decisions, everyone benefits. Employees feel more confident, employers see a greater return on their investment, and HR spends less time answering the same questions over and over.
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