Unlocking the full potential of your benefits program starts with one key factor: communication. Even the most thoughtfully designed benefits offerings can fall flat if employees don’t understand them — or worse, don’t know they exist. As consumer expectations continue to evolve, employers and benefits administrators must embrace smarter, more strategic communication tactics that drive awareness, understanding, and ultimately, adoption.

Optimizing benefits engagement is a matter of meeting people where they are through timely, relevant, and personalized communication. Here’s how you can put that philosophy into practice.

Effective communication starts with understanding your employees. A multi-generational workforce has diverse needs and preferences. Gen Z may respond well to mobile-first messaging and social content, while Gen X might prefer email or in-depth educational resources.

Segment your audience based on demographics, life stage, or benefits usage behavior. Then, tailor messages accordingly. For example:

• New parents may appreciate guidance on dependent care accounts.
• Millennials might value HSA education focused on long-term savings.

Benefits communication should never be a once-a-year event. A year-round strategy helps reinforce value, drive behavior change, and remind employees of untapped benefits.

Build a communication calendar with key touchpoints:

• Pre-enrollment: Awareness-building and decision support tools
• Open enrollment: Plan comparisons, how-to guides, webinars
• Post-enrollment: Confirmation emails, tips for getting started
• Ongoing: Seasonal reminders, deadline alerts, tax-time education

Employers can automate these touchpoints to ensure consistent and timely outreach.

Benefits language can be complex, but your communication shouldn’t be. Use plain language, visual aids, and real-world examples to make information easy to digest.

Instead of saying: “HSAs offer triple-tax advantages for eligible high-deductible health plan participants.”

Say: “An HSA lets you save money tax-free for healthcare expenses — plus, the money rolls over every year!”

Short videos, infographics, and FAQs can be incredibly effective tools for explaining complicated topics. Alegeus partners can access a library of these materials by visiting the Marketing Portal.

Different employees consume information in different ways. To maximize reach and retention, use a variety of channels:

• Email for detailed content and updates
• SMS/push notifications for quick reminders
• Intranet and HR portals for self-serve access
• Live and virtual events for interactive learning
• Print materials for onsite or offline access

By creating an omnichannel experience, you’re more likely to capture attention and drive action.

Today’s employees expect a personalized experience. Use data-driven tools to tailor messages based on eligibility, past behavior, or life events.

For example, someone who didn’t enroll in an HSA last year might receive a targeted nudge about its benefits. Or an employee approaching retirement could get information about Medicare coordination. And so on.

You can’t improve what you don’t measure. Track metrics such as open rates, click-throughs, benefit election rates, and post-enrollment engagement. Use these insights to test new formats, adjust your timing, and refine your messaging strategy.

Look for signs of success, such as increased adoption of underutilized benefits, higher engagement with educational content, or fewer employee questions during open enrollment.

A well-crafted communication strategy can make the difference between passive participation and active engagement. By leveraging personalization, timely outreach, and multiple channels, employers can help employees make confident decisions and extract greater value from their benefits.