How to Get Employees to Care About Benefits During Open Enrollment

Open enrollment is one of the most important opportunities employees have to protect their health, finances, and future. Yet for many organizations, it's met with the same challenges year after year:

• Employees wait until the last minute.
• Questions pile up just before deadlines.
• Many simply stick with last year's elections without reviewing their options.

The problem isn't that employees don't care about their benefits. More often, they feel overwhelmed by unfamiliar terminology, too many choices, or communications that arrive all at once.

The good news? A thoughtful communication strategy can transform open enrollment from a rushed administrative task into an engaging employee experience.

Here are seven ways employers can increase participation, improve understanding, and help employees make more confident benefits decisions.

1. Start Communicating Earlier Than You Think You Need To

One of the biggest mistakes employers make is treating open enrollment as a two-week event.

Instead, think of it as a campaign.

Begin communicating several weeks—or even months—in advance. Early communication gives employees time to review their options, discuss decisions with family members, and prepare thoughtful questions instead of rushing through enrollment at the last minute.

Don't rely on a single email, either. Reach employees through multiple channels, including:

• Email
• Intranet announcements
• Printed materials
• Text messages
• Short videos
• Manager reminders
• Webinars or town halls

The more opportunities employees have to see and hear important information, the more likely they are to engage.

2. Make Benefits Easy to Understand

Benefits terminology can be intimidating.

Terms like deductible, coinsurance, HSA, FSA, and out-of-pocket maximum aren't second nature for many employees.

Before employees can make informed decisions, employers need to understand where knowledge gaps exist. Conducting a benefits engagement assessment can reveal whether employees understand their offerings, know where to find information, and feel confident making enrollment decisions. Our Benefits Engagement Survey (BEST) provides a practical framework for measuring employee engagement and identifying opportunities to improve communication before open enrollment begins.

Once you've identified gaps and opportunities, focus on education rather than simply providing information.

Helpful resources include:

• Benefits 101 sessions
• Live Q&A webinars
• Comparison charts
• FAQs
• Short explainer videos
• Plain-language guides

The easier benefits are to understand, the more confident employees will feel making decisions.

3. Personalize the Experience

A recent college graduate and a parent with three children have very different benefits priorities.

Whenever possible, tailor communications based on employee needs and life stages.

Personalization might include:

• Resources for new hires
• Information for employees approaching retirement
• Guidance for growing families
• Specialized communications for remote employees

Offering one-on-one meetings with HR or benefits counselors can also help employees navigate more complex decisions.

Decision-support tools that recommend options based on an employee's circumstances can further simplify the process.

4. Remove Friction from Enrollment

Even the best communication won't help if enrollment feels complicated.

Employees expect digital experiences that are simple, intuitive, and available when it's convenient for them.

Look for opportunities to make enrollment easier by offering:

• Self-service enrollment portals
• Mobile-friendly platforms
• Virtual enrollment support
• Easy access to plan documents and FAQs
• Clear deadlines and reminders

Reducing friction increases the likelihood that employees will complete enrollment accurately and on time.

5. Treat Benefits Communication as a Year-Round Conversation

Benefits shouldn't disappear from employees' minds for eleven months each year.

Organizations that consistently communicate about benefits throughout the year often experience smoother open enrollment periods because employees already understand what's available.

Consider sharing:

• Monthly benefits tips
• Wellness reminders
• Financial planning resources
• Mental health resources
• Benefit success stories
• Life event reminders

Ongoing communication keeps benefits relevant long after enrollment ends.

6. Market Your Benefits Like You Would a Product

Many organizations spend months promoting new products or initiatives—but give benefits little more than a few reminder emails.

Instead, create excitement around enrollment.

Develop a recognizable theme, branding, or campaign that carries across every communication.

Consider adding engagement opportunities such as:

• Benefits fairs
• Lunch-and-learn sessions
• Virtual office hours
• Interactive quizzes
• Prize drawings for early enrollment
• Department challenges

A cohesive campaign helps benefits communications stand out in crowded inboxes.

Creating excitement around benefits doesn't have to be complicated. Small, intentional communication touchpoints throughout the year often have a greater impact than overwhelming employees with information during a single enrollment period. The Benefits Engagement Checklist includes simple ideas you can implement to build awareness and improve participation year-round.

7. Learn From Every Enrollment Season

Open enrollment shouldn't end when the deadline passes.

Take time to evaluate what worked—and what didn't.

Review metrics such as:

• Participation rates
• Email open and click-through rates
• Webinar attendance
• Frequently asked questions
• Employee feedback
• Enrollment completion timelines

These insights can help refine communications and create an even better experience next year.

The Bottom Line

Employees want to make good benefits decisions—but they need clear information, timely communication, and support along the way.

Organizations that approach open enrollment as an ongoing engagement strategy—not just an annual administrative task—can improve participation, reduce confusion, and help employees feel more confident in the choices they make. When employees understand the value of their benefits, everyone wins.

A successful open enrollment doesn't happen by chance—it starts with a thoughtful strategy.

Whether you need support with benefits communications, employee education, project management, or overall open enrollment planning, reach out to our team to see how Next Level Benefits can help you create an enrollment experience that drives participation and empowers employees to make informed decisions.