Educating your employees on a new benefit can be a daunting task, especially with so many benefits available to them. In this article, we’ll cover 3 ways to boost voluntary employee benefits activations, including using customized materials, several different communications channels, and personalizing your communications.
The workplace has changed dramatically in recent years. Remote and hybrid work arrangements have become commonplace, giving employees greater flexibility but also creating new challenges for connection, engagement, and overall well-being.
As organizations continue to invest in benefits that support employees’ physical, emotional, and financial wellness, one challenge persists: employees can only benefit from programs they actually use. Even the most valuable offerings may not deliver results if employees never enroll or activate them.
The good news is that employers can help improve participation rates and help employees get more value from the programs available to them with the right communication strategy.
The value of voluntary benefits
For businesses of all kinds, improving employee wellbeing is often a priority. And one of the best ways to improve employee happiness is by offering voluntary benefits.
While basic benefits like healthcare and financial wellness tools are important to employees, the right set of voluntary benefits can sweeten the pot. After all, employees satisfied with their benefits are five times more likely to stay with their employer.
However, without the right communication plan, your employees may not learn why the voluntary benefits you offer are valuable, and you may not see the potential increase in employee satisfaction. With the average voluntary benefit participation ranging from 16 percent at larger organizations and 34 percent at smaller organizations, there’s plenty of opportunity for your team to increase voluntary benefits activations.
Work with your benefits provider for customized materials
Employees consume information differently and have different communication styles, so a one-size-fits-all enrollment campaign may not be enough to capture attention and inspire action.
Instead, use tailored communications to create messaging and narratives that appeal to your workforce. Different employee groups may respond to different messaging, formats, and visuals depending on their age, role, location, or stage of life.
For example, customized materials might include:
Short videos explaining how a benefit works
Digital flyers and infographics highlighting key features
Enrollment guides with step-by-step activation instructions
Benefit-specific FAQs that address common employee concerns
Leadership messages that connect benefits to employee well-being
Don’t have the time to create these materials? Oftentimes, you can work with your benefits provider to create these materials. Better yet, your provider may even have customized materials already prepared for your workforce, enabling you to distribute materials that may be useful without having to sink significant resources or time into creating them.
Leverage several different communications channels
A successful benefits communication strategy meets employees where they are. Relying on a single communication channel—like email only—limits your reach and risks a lack of engagement with employees. You can also maximize the impact of your communications by campaigning all year long with well-timed reminders and updates.
Effective campaigns often use multiple channels to reinforce messages and increase visibility throughout the enrollment period. Consider highlighting your voluntary benefits using two or more of these channels:
Company-wide emails
Direct mail sent to employees' homes
Employee intranet announcements
Webinars and virtual information sessions
Short educational videos
Digital signage and internal newsletters
Collaboration platforms such as Slack or Microsoft Teams
Manager communications and team meetings
Using multiple channels can be useful for multi-generational workforces. While some employees prefer printed materials they can review at their convenience, others are more likely to engage through mobile-friendly digital experiences, videos, or online events.
A coordinated, multi-channel campaign can help increase awareness and create multiple opportunities for employees to learn about a benefit, ask questions, and enroll. Repetition across channels helps reinforce key messages and keeps benefits top of mind throughout the enrollment process.
Be sure to consult your benefits provider on how to structure these materials and what information to include. If your provider has one, you can also leverage a promotional toolkit that contains several important resources like emails, flyers, recorded webinars, and more.
Make it personal
Benefit communications can become more compelling when they feel personal and relevant.
One way to help drive engagement is to have organizational leaders champion the program. Employees are often more receptive when they hear directly from company executives, managers, or trusted internal advocates about why a benefit matters.
Personalized communications might include:
A message from the CEO or senior leadership team
Employee testimonials and success stories
Department-specific communications from managers
Real-world examples illustrating how a benefit helped an employee
Data that demonstrates the value of the benefit
For identity protection benefits, employees may be more motivated to enroll when they understand the risks associated with identity theft and fraud, and how the benefit can help protect them and their families.
Sharing authentic stories and relevant examples helps employees move beyond simply knowing a benefit exists to understanding how it could make a meaningful difference in their own lives.
Want to discover more about how you can boost activations for your identity protection benefit? Reach out to our sales team or your dedicated account management team.
