Perception Is Reality

Employee benefits are a significant investment — second only to payroll — which is why it can be frustrating when employees don’t seem to be interested. However, it’s not often the benefits that cause disinterest. Employees simply don’t value benefits they don’t understand.

This lack of engagement is further compounded by other challenges unique to smaller businesses, such as:

• Frequent plan design changes driven by rising healthcare costs
• A more diverse workforce with different preferences and levels of benefits literacy
• Limited HR resources

Communicating benefits once at open enrollment is no longer enough. Without additional context or reinforcement, confusion over benefits turns into dissatisfaction and disengagement. Clear benefits communication reinforces trust, reduces confusion and helps employees feel cared for — improving engagement and reducing turnover risk.

What Are the Basics of a Good Employee Benefits Communication Strategy?

1. Understand where/how employees (and decision makers at home) prefer to receive communications, and create a multichannel strategy that incorporates all of those preferences.
2. Establish a communication schedule that frequently shares important details and reminders, starting well in advance of open enrollment. This is crucial if there are any significant changes to benefit offerings.
3. Explain the reasons behind any changes — deliver the facts about what’s changing and why the decision was made. Most employees will appreciate an honest explanation of what prompted the decision.

Tools and Resources to Enhance Benefits Communication

To help small businesses effectively communicate benefits information and streamline open enrollment, USI Insurance Services provides several tools and resources:

Communication materials — Print and digital resources such as memos and email templates, QR codes, and educational videos.

Open enrollment materials — Custom benefit guides with important notices (to help meet health and welfare compliance obligations), interactive summary of benefits, new hire and open enrollment presentations and webinars, and benefits education.

Benefit Resource Center — Call center staffed by USI benefits experts who can assist with plan member benefits questions and claims issues.

Expanded benefit engagement — Strategic vendor partnerships to help employers develop a more robust and engaging employee experience, including one-to-one benefits counseling, robust communication strategies, and streamlined benefits administration.

Our full-service vendors may offset the cost of enrollment in voluntary benefits, like accident, critical illness, and hospital indemnity. These products are usually offered at bundled discounted rates, creating savings for the employer while providing additional coverages that employees desire.

¹ MetLife, 2025 U.S. Employee Benefit Trends Study