How employers can drive year-round engagement in benefits
By Sarah Donahue, VP of Advocacy Operations, Health Advocate | Employee Benefit News
For many HR and benefits teams, the end of open enrollment marks a long-awaited conclusion to months of preparation, hosting info sessions, updating plan documents, responding to employee questions, and supporting decision-making around health and financial benefits.
But in between enrollment periods, prioritizing engagement is just as important.
Surveys and other industry research consistently show a significant drop off in employee benefits awareness and usage shortly after plan elections are made. Many workers forget what they enrolled in, struggle to understand and navigate plan details, or delay using resources until a crisis arises. To increase year-round engagement in health and well-being benefits, open enrollment is really the starting point, not the finish line.
Enrollment doesn’t equal understanding
Electing benefits is only the first step. Studies show that as many as 80% of employees do not fully understand their benefits, even after open enrollment. And among those who do, usage tends to be reactive rather than proactive. This lack of clarity leads to underutilization of preventive services, delays in care, and missed incentives, which not only impact employee well-being but can also increase long-term healthcare costs.
Build momentum all year long
Savvy employers are shifting from enrollment-driven communication to a year-round engagement strategy that mirrors employees’ life events and seasonal needs. For example, the first quarter presents a key window to reinforce benefits education. Employees are more likely to engage when their health goals are top of mind and their benefit elections are still fresh. Employers can use this period to launch targeted campaigns around:
- Health risk assessments (HRAs)
- Wellness coaching
- Financial planning tools
- Mental health resources
- Preventive care reminders
Throughout the year, promoting initiatives like financial counseling during tax season, family care over the summer months, and chronic conditions in the fall, can help keep employees motivated and engaged in their health. This approach helps position benefits as ongoing tools to maintain well-being, not just selections made once a year.
Addressing the silent struggle
Some of the most at-risk employees are also the least likely to engage, including remote or part-time workers, caregivers balancing personal and family needs, individuals managing mental health challenges or chronic conditions, and those overwhelmed by healthcare costs. To address this, organizations should monitor non-user data and proactively identify employees who have not engaged since enrollment. Targeted outreach, guided navigation tools, and personalized support are key to supporting these at-risk populations before disengagement escalates into burnout or turnover.
Simplify the experience
Complexity remains one of the top barriers to benefits engagement. Even the best benefits package will not deliver value if it is too complicated to use. Streamlining the employee experience, such as offering a single point of contact, user-friendly apps and coverage for family members, can significantly improve utilization. Instead of spending more money adding new benefits, simplifying current benefits offerings can be more effective and promote better engagement.
To make it easier for employees to access their benefits, reinforce the following information post-enrollment:
- Clarify how to access support by phone, chat, app or web
- Offer a centralized benefits information hub or “wallet” where employees can access services and content, including coaching, counseling, second opinions, wellness programs and more
- Provide details on who is eligible for various benefits, including spouses, dependents and caregivers
By reducing friction, employers make it easier for employees to take action for their health and well-being.
Measuring what matters
Many employers still focus on participation as the primary KPI for benefits engagement. While participation metrics are a useful baseline, year-round benefits strategies should also measure:
- Gaps in care closed
- Medical cost trends by benefit category
- Behavioral health and chronic condition outcomes
- Satisfaction and repeat engagement
Employers are increasingly using real-time dashboards and quarterly reviews to assess impact, refine strategies, and avoid waiting until renewal season to make adjustments.
The opportunity ahead
When open enrollment ends, opportunity begins. With benefits still fresh in employees’ minds, the post-enrollment period is ideal for reinforcing support, building trust and driving action.
By adopting a year-round strategy focused on education, personalization and proactive support, employers can unlock greater value from their benefits programs, improving individual outcomes while fostering a healthier, more resilient workforce.
To read the article in its entirety, visit EBN here.