The power of connection and how it can improve enrollment

Annual enrollment should be an effortless experience, but it often isn't. There can be confusion and stress for employees as they make important benefit decisions that will impact them and their families' health and finances over the next year. Self-service enrollment options are great for convenience, but employers who are looking to boost participation should remember the importance of human connection as well.

Read on to learn three tips for employers who want to build a deeper connection with employees while boosting enrollment participation.

Utilize more enrollment methods that involve live connection.

As the world advances, enrollment methods should too. The right enrollment technology can make the enrollment process simple and accessible by keeping information digestible and easy to understand. While electronic enrollment is a popular choice, there are still ways to add a personal touch during open enrollment.

Here are some helpful methods of encouraging participation from a wide range of potential enrollees:

• In-person one-on-one meetings
• In-person group meetings
• Virtual one-on-one meetings
• Virtual group meetings or benefits fairs where live questions are encouraged
• Office hours for formal call center support or an option to speak with someone in Human Resources (HR) about benefits by phone

When employees are given the opportunity to have a human connection during enrollment, they are better able to ask specific questions that are unique to their lifestyle and become more informed about available offerings.

Communicate effectively with a variety of educational tools.

Many employees express uncertainty about the benefits that are available to them.¹ Employers who communicate effectively and frequently are better able to instill confidence and improve understanding of available benefits in their workforce.¹ Employers should also expand outreach beyond the open enrollment period so employees can receive benefits education throughout the year.

Some examples of tools that can continue benefits education and build a personal connection include:

• Video library on the employer's HR website that includes personal testimonials from employees who experienced success with a particular benefit and/or value-added program or service
• Monthly in-person meetings and/or virtual webinars with a Q&A session where a benefits vendor or enrollment lead can explain how to use value-added programs and services
• Integration of benefit reminders, event invitations and enrollment tips into town hall meetings, employee resource group newsletters, and online team chats

Utilizing these alternative channels to expand employee outreach helps to foster an environment where employees can engage with experts and peers about their available options while receiving access to the content they need to make informed decisions.

Ask for feedback and plan for the year ahead.

After enrollment ends, offer a survey to employees so they can give feedback on what went well and what areas could be improved. You could also host a raffle to inspire full participation in the survey.

Potential topics of discussion include:

• Overall benefits enrollment experience
• Understanding of benefits
• Satisfaction with benefit offerings
• Ease of enrollment
• Opportunities to improve

After the survey ends, express gratitude to those who provided feedback. As you compile and analyze the data, consider which existing strategies should be kept, revised or discarded. Share ideas for the next enrollment with employees and explain how their feedback will be integrated.

Whether it's by offering human support via live meetings and telephone, creating new communication tools for dialogue and testimonials, or implementing employee feedback, employers can leverage the power of connection to boost enrollment.

AB Enroll from Allstate Benefits

The AB Enroll team at Allstate Benefits is dedicated to ensuring the enrollment experience is effortless for every employee. AB Enroll supports on-site and call center enrollments for core and voluntary benefits with multiple enrollment options. With benefit education as the main priority, licensed and trained counselors provide employees with a comprehensive description of the benefits being offered and guide them through the enrollment process.

AB Enroll may have some limitations and restrictions. Contact an Allstate Benefits Representative to learn more.

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