In-The-Know
Supporting Employers During Open Enrollment
In this issue
Open enrollment season is here - or will be soon. For employers this period brings the challenge of simplifying complex choices and the need to engage a multi-generational workforce. For advisors and consultants, it represents an opportunity to guide organizations through effective employee engagement.
Challenges of Open Enrollment
Whether an employer offers passive or active enrollment, open enrollment can be stressful and overwhelming for employers and employees. According to Businessolver Benefits Insights Report, 86% of employees are confused about their benefits, a number that hasn’t changed for 7 years. This confusion can lead to poor decision-making, gaps in coverage, and dissatisfaction.
How you can help
The 2025 Benefits Broker Survey highlights two consistent employer priorities:
- 54% want to improve employee education and engagement.
- 59% are looking for cost containment strategies.
As an organization’s advisor, you are uniquely positioned to deliver on both.
1. Simplify Complexity
Employers can quickly become overwhelmed by choices, comparisons and compliance requirements. You can add value by making the complex simple – breaking down information, highlighting differences, sharing market intelligence, and focusing on employee well-being and understanding.
2. Engage a Multi-Generational Workforce
Today’s workforce spans four or five generations, each with different communication styles. Younger generations particularly are accustomed to quick, clear, and visual communication.
An 80 – page benefits guide full of legalese does not encourage engagement. While legal documents are necessary and required, you can help clients translate them into simplified formats, such as:
- Short explainer videos or animations
- Infographics and one-page summaries
- Interactive FAQs
- Bite-sized digital content that mirrors social media styles
3. Expand Communication Channels
A one-size-fits all approach to communication doesn’t work. Employees engage in different ways, and you can help your clients develop multiple touchpoints and deliver information in multiple formats, including:
- Text message reminders for deadlines
- Email and mail campaigns with links and resources
- Virtual or in-person informational sessions
- One-on-one meetings that allow employees to ask specific questions about their situation.
4. Monitor and Improve Engagement
You can track how employees interact with open enrollment materials to enable continuous improvement and ensure future communications are even more effective.
Benefits of supporting employers during open enrollment
With your support, open enrollment can be less stressful and far more effective:
- Employees will feel confident in their decisions.
- Engagement and satisfaction
- Absenteeism decreases and productivity increases.
- Employers see improved ROI.
Advisors who provide guidance, simplify complexity, and deliver modern, relatable communications help their clients not just get through open enrollment, but turn it into a meaningful opportunity to strengthen culture, trust, and employee well-being.