6 Ways a Passive Enrollment Can Recharge Your Benefits Program

Oh, what a difference a day makes! In 2016, we offered techniques to enhance your overall benefits proposition during a year with few or no benefits changes. Today—2 presidential terms, one global pandemic, and a technological revolution later—the benefits landscape appears remarkably changed. True, health insurance works the same way. But now we have artificial intelligence (AI) powering our technology, a multitude of social media channels and streaming services competing for our attention, and countless apps promising to help us achieve well-being. For many employees, it can feel overwhelming to sift through the noise, know where to focus, and figure out when and how to use all these new resources.

If 2025 is shaping up to be a quiet year for your organization, it’s an ideal time to query your people about their usage and preferences, reintroduce your benefits program based on what you hear, and demonstrate how they can maximize their benefits to achieve and maintain physical, financial, and emotional well-being. Now, with 5 generations in the workforce, it’s crucial to help employees navigate the full spectrum of your offerings at every stage of their careers. This includes appealing to family members, caregivers, extended family, and other loved ones.

As we said in 2016, benefits can be complex and overwhelming. A passive enrollment period offers a unique opportunity to find out how your employees think about their benefits, reacquaint them with the extensive resources at their disposal, and guide them in making informed decisions. We also stressed the importance of starting with strategy. Eight years ago, a successful enrollment, passive or active, hinged on effective benefits communication: defining your goals, identifying your audience, and measuring your success. All this still holds true today.

What’s different, however, is the way you communicate, specifically, your tools, delivery methods, and messaging, as well as the behind-the-scenes technology you employ. Here are 5 updated ideas—and a bonus one—for using a passive enrollment to recharge your benefits program in 2025.

Ask Questions (and Listen to Responses!)

Do you know how your people really feel about their benefits? How they use them? What they wish for? If not, a passive enrollment is an ideal time to ask. Newer technologies like Remesh and Trymata allow you to conduct virtual focus groups and usability studies to learn how your employees perceive their benefits and tools (e.g., your benefits website) and their preferred way of receiving communications. By reaching out to your workforce, you’ll demonstrate not only that you care about their well-being, but also that their opinions matter.

Reorganize and Optimize Your Benefits Website

In 2016, we couldn’t foresee the number and types of tools, apps, and other resources that employees would have to manage their benefits and enhance their well-being. That’s why it’s critical to measure and evaluate your benefits website periodically.

Consider this statistic: Eighty-eight percent of online consumers are less likely to return to a website after a bad experience. Is your website as easily navigated by a civilian as it is for an HR administrator? Remember, most people don’t think about their benefits very often, or with any granularity, so it’s a good idea to test your site with different audiences to ensure that everyone can easily and quickly find the information they need. If they can’t, it’s an ideal time to reorganize!

Your benefits website should be a comprehensive, user-friendly hub that clearly categorizes and describes all your benefits offerings, along with resources and contact information. Start by creating intuitive sections based on the type of support the benefits offer. Distinct categories may include financial wellness, mental health, physical health, work-life balance, and professional development. Within each category, add interactive elements such as decision-support tools to guide employees, answer common questions, and provide tailored suggestions. You can also include user testimonials that describe how a particular resource enhanced someone’s life, such as a backup care program or mindfulness app; endorsements from trusted colleagues help underscore a benefit’s value.
Regularly update your website with new resources and tools, and highlight these updates in a dedicated “What’s New” section to keep employees informed. While it’s impossible to keep up with every new addition, you can steer employees to changes that will be useful to them.
Make sure your site is built outside your firewall so employees and their families can access information anytime, anywhere. Conduct a compliance review to double-check that the site includes the most current legal disclosures, and update, wherever necessary, to ensure that the site also reflects current diversity, equity, and inclusion (DEI) recommendations.

Utilize AI for Personalized Benefits Guidance

Artificial intelligence (AI) has made significant strides in personalizing user experiences across various industries. The benefits industry is just starting to understand and roll out AI tools—and there’s still lots of testing ahead. However, if you’re interested, look at the tools your providers (carriers, administrators, consultants, etc.) are deploying, and determine whether it makes sense to adopt any of them. Some benefits administrators, for instance, offer AI-driven chatbots and virtual assistants on their platforms, that you can promote. But when you evaluate these tools, be sure to factor in your entire digital ecosystem, as well as the overall user experience. What seems like a cool new feature might end up detracting from, not enhancing, your employees’ experience.

Leverage Data Analytics for Targeted Communication

Data analytics can provide valuable insights into employee behaviors, preferences, and needs. Use this data to segment your employee population and tailor your communication strategies accordingly. With 5 generations at work, it’s essential to address the diverse needs and preferences of each group. For example, young professionals might be more interested in student loan repayment programs or pet insurance, while employees nearing retirement may prioritize retirement planning and health care coverage. Similarly, contributing to a health savings account (HSA) can benefit both groups but in different ways, so you’ll need to craft messages that speak to their unique needs.

Create personalized communication campaigns that address the specific concerns of different employee groups. By delivering relevant and targeted messages, you can increase the likelihood of employees engaging with, understanding, and maximizing their benefits options.

Promote Financial, Emotional, and Behavioral Wellness Programs

Today, there is a growing recognition of the importance of holistic wellness programs that encompass financial, emotional, and behavioral health. Highlight these programs prominently during open enrollment. Offer webinars, workshops, and digital resources that focus on financial planning, budgeting, debt management, mental health support, stress management, and mindfulness.

Emphasize the long-term benefits of participating in these programs and how they can contribute to overall well-being. This way, you not only support your employees’ health but also enhance their engagement and loyalty to your organization, which boosts your bottom line. Remember, too, that promoting your benefits is about more than the plan and your program; it’s also about helping your employees and their families lead better lives.

Host Virtual Benefits Fairs and Webinars

Virtual benefits fairs are one positive outcome of the pandemic. Pre-COVID-19, most employers held in-person benefits meetings, which meant that if employees weren’t in the building, they missed out. But the pandemic demanded across-the-board innovation. Now, with the rise of remote work and digital communication, virtual benefits fairs and webinars are essential tools for engaging employees. Not only are virtual meetings far more convenient and inclusive, but they also offer your people flexibility. During live webinars, employees can learn about their benefits, ask questions, and interact with benefits experts. If you record these sessions, you can make them available on demand for employees who can’t attend live.

Create a virtual benefits fair platform where employees can explore different booths, watch videos, download resources, and chat with benefits providers in real time. This virtual approach provides flexibility and accessibility, ensuring that all employees in every location have the chance to participate and learn about their benefits.

By incorporating these 6 innovative strategies, you can enhance your organization’s employee benefits promotion during open enrollment, even when there are no changes to the plans. These approaches will help your employees better understand and utilize their benefits, ultimately leading to increased satisfaction and well-being.

We’re proud to work with organizations that value their people. If you want to learn more, we’d love to talk.