What's Your Story?

As we swiftly slide into the fourth quarter of the year, rather than looking over the benefits engagement goals you set earlier on and figuring, “Too late to start now,” think of fall as a time to revamp, recommunicate the benefits your company provides, and re-engage your employees.

In many ways, fall can feel like a second New Year's Day. Kids are back to school, employees are back to work after perhaps taking time off during summer, and overall, we’re more dialed in.

Recently, I’ve been thinking about employee engagement and why some employers have great success with communicating benefits and inspiring their people to fully take advantage of all the resources available to them. While reading the book, Weekend Language, the message became clear: When we educate and share information with relevant storytelling, the insight is more interesting, simple, conversational and clear. 

During open enrollment, you’re charged with educating employees about their benefits options so they can make the necessary changes based on their lifestyle, family situation or chronic conditions that may require more attention. But let’s face it, reading benefits packets is just not all that interesting. The language is complex and includes lots of jargon. It’s about as engaging as sitting down with a power tool operator’s manual in an unknown foreign language. 

And sure, you can pack loads of bulleted lists into a 30-slide PowerPoint presentation to show at a company meeting, but how much will employees really remember? (They’ll probably remember being bored and thinking their time could be spent in so many more productive ways.) 

But people listen and understand relatable stories that spark their interest. Translating health benefits into plain-language stories can help employees make better decisions during open enrollment, and as they utilize healthcare benefits, make appointments, choose providers, navigate specialists, and understand prescription benefits. 

Informed employees stay healthier because they know how to access and leverage the resources available to them.

So, as employers, how could we do a better job of telling a story so our people really “get it?”

Why not start with your own story? What personal experiences or scenarios can you share related to making a benefits decision or accessing care? 

Ask your employees what challenges they have confronted with benefits and what has been confusing to them. Then, take a problem-solving approach to your storytelling. For instance, “Mary shared that the wait time to see a specialist was six months. Unfortunately, she experienced a medical concern before the appointment and went to the E.R. What is a better alternative?”

Then, review your benefits as it relates to the scenario and plainly explain the options.

Storytelling humanizes employee benefits. It makes benefits feel personal — and they truly are — rather than transactional or wrapped up in red tape. Storytelling engages people, and then you can expand on that by encouraging your people to actively participate in team-centered activities that can make a difference in their lives.

For instance, we’re kicking off our 2024 Step It Up Challenges for fall, which take place October 14 to November 10. The deadline to submit a team name is October 8, and the last day to register team members is October 10. Don’t wait. Register, cross this off your fall to-do list, and share the story of why participating is easy for people of all fitness levels and simply makes you feel good. If you have enrolled in Step It Up before and have employees who experienced weight loss success or felt more energized throughout the day, ask if they’ll talk about their experiences.

The bottom line: Fall is not too late to move the needle toward better employee engagement and an overall healthier workplace. Just keep it simple with storytelling. It starts with you. ​

About Health Action Council 
Health Action Council is a not-for-profit 501(c)(6) organization representing mid-and large-size employers that enhance human and economic health through thought leadership, innovative services, and collaboration. It provides value to its members by facilitating projects that improve the quality and moderate the cost of healthcare purchased by its members for their employees, dependents, and retirees. Health Action Council also collaborates with key stakeholders – health plans, physicians, hospitals, and the pharmaceutical industry – to improve the quality and efficiency of healthcare in the community.