Electronic Benefits Enrollment Shouldn’t Eliminate Face Time

Quick: What’s your best friend’s phone number?

If you don’t know, it’s probably because you never dial it; it’s programmed into your cell phone.

Electronics have their hooks in us, even when it comes to worksite benefits: Not a day goes by without the launch of a new platform, smart app or widget to make enrollment faster, easier and more engaging. In an industry where sales are built on strong relationships, it’s difficult to know how traditional ways of doing business can coexist with the latest technologies.

But employees still want support from a real person—not a computer—when researching and choosing their benefits options, even if they prefer to make their final selections online. Consider the findings from several recent Aflac surveys:

• 82% of employees agree they’d be more informed about their health care choices if they sat with an insurance consultant during enrollment.
• 58% say it’s helpful to speak with a representative from their provider(s).
• 50% say given the chance, they’d speak to someone in person or over the phone to discuss their benefits options.

As a trusted guide, you understand the link between successful programs and effective, timely communications. Help your clients improve their employee benefits communication by sharing the following HR guidelines:

• Avoid communicating when employees are likely to be distracted: busy work weeks, as well as holiday and vacation seasons.
• Communicate regularly with employees, but don’t overwhelm them. Monthly or bimonthly communications are most appropriate.
• Find creative ways to engage employees. Try educating them about benefits options with postcards, posters, table tents and videos.

Tye Elliott is vice president of broker strategy at Aflac.