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How Brokers Can Help Their Clients Maximize the Open Enrollment Process

James Edwards

Brokers know first-hand that open enrollment is about more than employees selecting benefits for the year ahead. It’s a year-long process that requires employers to listen to their employees, develop the right mix of benefits for their specific needs, and then strategically roll out those benefits in a way that drives awareness and employee participation. When done right, open enrollment provides employers with a critical opportunity to address some of their top business challenges, namely attracting and retaining talent, enhancing the employee experience, and supporting their people’s holistic well-being. In addition, it enables a deeper partnership between employers and their benefits brokers and solution provider partners — delivering a better way to navigate the complexities of today’s benefits landscape.

With open enrollment season upon us, here are some ways to help your clients get the most out of the process:

 

Selecting the right mix of benefits

A benefits package that meets the needs of employees is key to increasing workplace satisfaction and productivity. Brokers play a pivotal role in assessing their clients’ benefits needs and guiding them to select the right ones for their company. Through actively listening to employee needs, benchmarking against similar companies in the industry, and spearheading employee pulse surveys and leveraging other employee listening tools, they can help employers better evaluate the needs of their workforce. This support enables employers to analyze whether their current benefits offering addresses employee needs, where gaps may lie, and how they can best drive employee engagement and utilization. 

 

Raising awareness of employee benefits

Brokers and solution provider partners are also critical in helping to raise awareness of company-provided benefits. They often partner with employers to develop and execute a multi-prong communication strategy that meets employees where they are - whether that be via email, text, video, webinar, direct mail or in-person meetings. They also understand the importance of starting early and continuing with regular touch points throughout the open enrollment period.

 

Guiding employees in benefits decisions

Between all of the insurance jargon and density of information, benefits-related communications can be complex and overwhelming. Brokers are skilled in keeping the message simple and can also provide decision support tools and visual elements, such as graphs, charts, and infographics. Brokers and solution providers are strategic partners in enabling employees to select the right benefits for themselves and their families and can help them understand the impact of rising inflation and current market conditions on their benefits decisions. 

 

Partnering with HR during the “off season”

Arguably one of the most important elements of the open enrollment process is review and reflection. A data backed assessment of what worked and what didn’t can help clients make improvements for the year ahead. This process should involve an evaluation of whether the client is getting the expected ROI from their benefits offering, such as decreased turnover and time-to-hire, and increased employee satisfaction and productivity. It should also look at whether their current benefits offering ensures all employee groups are well-represented, or if additional benefits need to be considered. This ongoing work demonstrates a culture of care and shows that the company is actively listening to their employees’ needs.

 

Brokers and solution provider partners have the opportunity to provide meaningful support to boost employee well-being and positively impact their clients’ bottomline, not just during open enrollment season but all year long. They’re critical partners in raising awareness of benefits offerings, guiding employees to make the right decisions for themselves and their families, and empowering their clients to augment their benefits offerings to meet business objectives.

For more insights on supporting clients throughout the open enrollment process, explore this eBook.

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