The workplace continues to evolve rapidly in the face of economic uncertainty, shifting employee expectations, and advances in technology. While competition for talent has cooled from the peak of the “Great Resignation,” employers still face pressure to differentiate themselves in a labor market defined by hybrid work, wage inflation, and heightened employee demand for meaningful benefits.

Workers are no longer just looking for a paycheck — they’re seeking stability, flexibility, and long-term financial security in an environment where healthcare costs and everyday expenses continue to rise.

At the same time, employees are taking a more holistic view of their well-being. Physical health remains important, but financial resilience and mental health support are now front and center. As a result, employees are scrutinizing the value of the benefits their employers provide, including tax-advantaged accounts that help them save, plan, and prepare for the future.

For employers, the challenge is clear: providing the right mix of benefits is only half the battle. They must also ensure employees understand how to use them. This places increasing responsibility on administrators to equip employers with the resources, tools, and strategies needed to maximize engagement during open enrollment and beyond.

Here are four strategies you can use to help employers increase employees’ fluency and participation in health benefit accounts:

Benefits education has always been complex, but today’s workforce has even less patience for confusing jargon and long-form content. Employees expect the same clarity and personalization from their benefits materials that they get from the consumer tools they use every day.

For ben admins, this means rethinking how information is delivered. Short, “snackable” resources — like one-page explainers, videos, and interactive guides — help employees absorb the essentials without information overload. Even better, tailoring content by life stage, healthcare needs, or family situation makes the information immediately more relevant. When employees see themselves reflected in the examples and scenarios presented, they are far more likely to act with confidence during open enrollment.

Health insurance is often the headline benefit during open enrollment, but health benefit accounts (HSAs, FSAs, HRAs, LSAs) should no longer play a supporting role. These accounts are critical tools that not only complement insurance coverage but also directly impact employees’ long-term financial wellness.

Employers and administrators can make these accounts more compelling by highlighting employer contributions, showing real-world savings examples, and positioning them as an essential part of employees’ total compensation. Decision-support tools that model different contribution levels for high, medium, and low healthcare users help remove the guesswork, making it easier for employees to see the tangible benefits of participating.

Hybrid and remote work models have changed how employers communicate with their teams, and benefits are no exception. Digital engagement isn’t just convenient; it’s expected. Employees want to review their options on their own time and from any device.

But “digital” doesn’t have to mean impersonal. Virtual benefits fairs, live Q&A webinars, and on-demand office hours can help recreate the supportive environment employees once experienced in person. Adding interactivity — like polls, calculators, or chat features — creates two-way engagement that makes employees feel supported, not just informed. A strong digital experience, paired with opportunities for human connection, delivers the best of both worlds.

In 2025, employees are increasingly turning to AI-driven tools to better understand their benefits. Whether through chatbots, decision-support engines, or virtual assistants, AI can provide personalized guidance, answer questions in plain language, and help employees navigate complex choices in real time.

For employers and benefits administrators, this represents both an opportunity and a challenge. On one hand, AI can scale education and make information available 24/7. On the other, it requires careful implementation to ensure accuracy, compliance, and alignment with employer messaging. By embracing AI tools, while still offering human support for more complex or sensitive questions, administrators can meet employees where they are and build trust in the process.

Today’s job market has reshaped the way employees think about work, compensation, and well-being. Employers are under pressure not only to offer the right mix of benefits but also to make sure employees understand and use them effectively. For administrators, that means simplifying education, shining a light on the value of health benefit accounts, leveraging digital engagement, and embracing new technologies like AI to personalize the experience.

When employers succeed in helping employees feel confident about their benefits, they do more than drive enrollment. They also foster loyalty, reduce stress, and strengthen the employer-employee relationship. And in a workplace where stability, flexibility, and well-being matter more than ever, that’s a competitive advantage no organization can afford to overlook.

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For a deeper dive into tips, tools, and strategies for maximizing adoption and engagement, check out our recent webinar, Open Enrollment Power Prep: Your playbook for OE success.