Cohort-based messaging tops the list
Last month, SHRM's article on closing benefit communication gaps put forth a lay of the land, a description of some key challenges with typical approaches to Open Enrollment, and then set forth 5 tips to improve.

At the top of the list was "use different messaging and channels for different cohorts." The article sources a recent study by LegalShield titled "From Enrollment to Utilization." In it, VP of Strategic Growth David MacLean suggests, "Zero in on the messaging that's likely to be more relevant, and flip the script. Get into specific generational messaging that is relatable and delivered in bite-sized pieces."

What vs. why
Indeed; we've known for many years that the needs and focus of a 28-year-old woman are different from the needs and focus of a 55-year-old man. Still, generational- and demographic-based communications orient on what may be more relevant, and simply cannot deliver values-based whys at the individual level.

This is where the benefitpersonas model comes into play. By segmenting employees into values-based cohorts, the messaging orientation can now focus on why and how a given set of benefits aligns with the employee's beliefs and world views.

Modalities & frequency matter
In recent years, we've heard the term "omni-channel" more frequently, as it gets clearer that print materials only work well for certain people, emails for others, and text messaging for still others. Not to mention that we're certain everyone wants to download another app!

Still, the contemporary adage, "deliver the right message, at the right time, to the right person, on the right device" makes eminent sense.

MacLean notes that employees tend to get "bombarded" with information at enrollment time. It's not surprising that the trend towards communicating benefits year-round (in "digestable and relatable ways") has been gaining momentum for several years.

We're strong supporters of this notion, and continue to see increasing evidence that benefits "communication" is evolving into benefits "marketing."

Transmitting on their frequency
If you've followed us for any length of time, you also recognize our metaphor "transmit on the frequency they're listening for." The other kind of frequency is "how often?" This is an additional upgrade available through the benefitpersonas model:

• Self Achievers and Willful Endurers prefer communications for health- and benefit-related messages as often as every couple of weeks!

• But you'll risk turning off both Balance Seekers and Priority Jugglers with communications more often than monthly - or even bi-monthly!

Three more tips
Rounding out the tips for improved benefit communications, per the SHRM article, are:

• Engage with employees during significant life events

• Leverage Employee Resource Groups, and

• Offer robust decision support tools

Reyna Herrera, benefits manager at Servicon in CulverCity, CA also recommends "live presentations with reinforcements through reminders from direct managers," and remembering to address the barriers posed by social, cultural and ESL factors.

The last word
In moving from the narrow O/E communications window to year-round benefits marketing, companies will be constructing a better enrollment experience. Just like the Kaizen (change for the better) roots of "continuous process improvement," you study what you're doing now, figure out ways to make it better, implement the improvements, and then standardize them so that the improved processes stay improved. In other words: lather; rinse; repeat.

~ Mark Head
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