Benefits communication baptism: Reflections from an open enrollment newbie

Although I’m not new to benefits or to communications, I’m honest and humble enough to admit in an open forum that the shift from being a communicator about benefits to being a benefits communicator has been a bit like learning a new language.

In the last six months—particularly during these last six weeks in preparation for open enrollment season—I’ve learned that just as traveling frequently by plane doesn’t make you qualified to be a pilot, my years in the benefits industry with Employee Benefit News didn’t instantly prepare me for this next chapter with Benz.

It was much, much easier to sit and enjoy the window-seat view, so to speak, than it’s been to get wings up and maintain cruising altitude from day to day—to say nothing of the occasional emergency landing.

As open enrollment season begins in earnest, I wanted to share a few thoughts on what I’ve learned so far from being your side of the flight deck:

1. It’s true: One size doesn’t fit all. I’ve written and recorded that saying at least 1,000 times, and I believe it more sincerely than ever now that I’ve seen first-hand that the only thing more diverse than your companies are the employees within them.

It’s been an incredible education seeing our broad spectrum of clients—which includes expanding health systems like Ardent Health Services, cutting-edge high-tech firms like NVIDIA, local government like the City of San Francisco and tried-and-trusted brands like Pitney Bowes—all work with creativity and consideration toward the same communications goal: Reach every distinct employee audience so that all workers use their benefits in the most effective way possible.

As you put the final touches on this year’s enrollment plans, remember all of the different media, tools and resources there are to produce effective campaigns with lasting messages. In case you need a refresher, definitely check out:

• What real people think about open enrollment. It always helps to keep plain language front of mind. 
• Three ways to use open enrollment to jump-start a year-round communications campaign.
• How to leverage technology to make your life easier.
• Resources for integrating social media into your enrollment strategy.

2. Working in HR/benefits is a labor of love. Truly, there’s nothing else it could possibly be. From the alphabet soup of compliance—with new additions like DOMA and, of course, ACA—to the yearly battle of trying to solve the cost conundrum, you must genuinely love your work to keep at it day after day, and at such a consistently high level of quality and commitment. Granted, there’s a small sliver of professionals that are looking toward the exit, but most continue to show up and deliver and I admire that, especially in these challenging times.

3. I have an even greater respect for the work that you do. Partnering with employers to communicate to their workers gives me a front-row seat to companies’ struggles and successes to provide quality, compliant benefit programs. It’s complex, difficult work that makes me tip my hat daily.

Bravo, and all the best to you this enrollment season.