As companies adapt to evolving work environments, the debate over in-person versus virtual
There are obviously advantages to both approaches, but whatever tack that's taken, employee benefit brokers and advisers can play a crucial role in facilitating a smooth and effective
Let's first unpack the merit of an in-person open-enrollment experience, which serves as a meaningful and
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The many advantages of in-person open enrollment include an ability to ask questions in real time, receive immediate feedback and build a personal connection with the benefits team. It is particularly advantageous for employees with complex benefit needs who prefer hands-on education, though everyone learns differently.
Now let's contrast that with the virtual open-enrollment experience. We've learned since the pandemic that these meetings provide not only convenience but also ease of accessibility. In today's increasingly remote and distributed workforce, it allows employees to access and explore benefit options from anywhere at any time.
Virtual platforms can provide comprehensive information, interactive tools and self-paced resources to guide employees through the enrollment process. Additionally, virtual open enrollment reduces logistical challenges and costs associated with organizing in-person meetings, travel, printed materials — you name it. It accommodates employees' varying schedules and preferences while still ensuring access to essential information and support.
So is one more important than the other? Not necessarily, but as benefit advisers we can help
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Rather than viewing in-person and virtual open enrollment as mutually exclusive, organizations can benefit from a hybrid approach that combines the best of both worlds. A hybrid solution allows for flexibility, catering to employees' diverse needs and circumstances. For instance, organizations can host in-person meetings at key locations while simultaneously providing virtual resources for remote or geographically dispersed employees. This multi-pronged approach maximizes personal interactions where needed and leverages technology for broader access and convenience.
As advisers, we play a vital role in helping our clients create the ultimate experience while increasing our reach as much as possible. A hybrid approach continues to allow us to place the right types of technology such as decision support, benefits administration, digital employee advocacy, mobile apps and more.
Once we pin down our approach, there are several other considerations that must be addressed. How often should we hold open-enrollment meetings? What is too little and what is too much? Determining the ideal frequency of open-enrollment meetings depends on various factors, including the organization's size, employee turnover rate and benefit plan complexity.
However, this is what we like to call an interactive dialogue with clients ahead of making renewal decisions. Open-enrollment communication and strategy should run concurrently while benchmarking benefits for the annual renewal period. Many times, open enrollment feels like the red-headed step child of the renewal process as we wait until decisions are made to schedule meetings. But clients stand to gain from having their own approach and something to feel proud of.
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With a separate strategy in mind, employers and brokers can collaborate on drafting pre-enrollment communication materials and delivering Q&A sessions even before open-enrollment meetings on various benefit topics that are often forgotten, such as how best to fund an HSA or explain insurance acronyms. This gives employees the baseline knowledge for them to go into open enrollment with peace of mind.
Most companies conduct open enrollment once a year during a specific period. However, it may be beneficial to offer additional touch points throughout the year, such as mid-year check-ins or targeted educational sessions — often referred to as "coffee hours" or "snack 'n chats." These supplemental meetings can address major life events, benefit updates or emerging trends. Regular communication and engagement between open-enrollment periods is becoming the norm to help employees navigate their way across a confusing landscape.
Overall, a hybrid approach can prove to be a fruitful experience for clients and the juice will be worth the squeeze. After all, we can never fully replace the human connection.
