Crafting Effective OE Messages

Messaging is one of the most important elements of open enrollment communication. Follow these best practices when developing content. Strive for clarity and brevity in all open enrollment communication: 

• Use short sentences and paragraphs 
• Avoid jargon, acronyms, and technical terms 
• Include ample white space for visual ease 
• Highlight critical information up front 
• Be specific rather than vague 

Complex messages lead to confusion, while simple language educates. Take time to refine and simplify.  

Avoiding jargon and technical language 

Benefits plans often come loaded with industry terms few employees understand: 

• Co-insurance, deductibles, OOP maximums 
• HMOs, PPOs, HSAs, FSAs, HRAs 
• Premiums, copays, coinsurance, networks 
• Contribution levels, vesting schedules, lifetime maximums 

Either avoid these terms or clearly define them in everyday language. Plain communication ensures comprehension. It’s also helpful to write in the second person (you), keep paragraphs to 3-5 sentences, break down topics into smaller chunks and emphasize need-to-know details up front. Try to create welcoming, easy-to-digest content when communicating with employees about OE. 

Tailoring messages to audiences 

Target messaging to connect with specific groups: 

• New hires – Explain the basics of benefits and OE 
• Young workers – Focus on plans that fit their lifestyles 
• Employees with families – Highlight family coverage options 
• Older workers – Feature retirement and savings plans 
• Low-wage workers – Stress affordability and cost savings 
• Executives – Discuss tax-advantaged accounts 

Tailored messaging feels personalized and relevant. 

Covering the basics 

Ensure open enrollment communication hits on these fundamental topics: 

• When and How to Enroll: Ensure you share key OE dates and deadlines, how the enrollment process works and which forms or documents will be required. Providing clear, step-by-step instructions helps avoid mistakes or missed opportunities. 
• Navigating the Enrollment Process: A lot of employees get confused on how to conduct their annual enrollment. It’s important that your communication strategy includes sharing clear details on how to log into the portal, where to find decision support and resources, how to compare plans, and how to add or remove dependents. Also include key next steps employees should keep in mind. 
• Highlighting Changes in Benefits: If you’re making any additions or adjustments to your benefits offering, make sure to notify your employees of the changes as soon as possible. Whether you’re adding something new, discontinuing a plan or changing premiums, clear communication is key to making sure your employees are well informed. 
• Answering FAQs: The OE season always comes with a lot of employee questions. Try to beat them to the punch by including frequently asked questions in your communication strategy such as: 

• • When can I make changes to benefits? 
  • What happens if I miss the deadline? 
  • How do I add/remove family members? 
  • Will my deductions increase? 

Covering essential open enrollment basics, changes, processes and addressing questions proves hugely valuable for employees and leads to a smoother enrollment season.