How to talk to Gen Z about open enrollment

Gen Z employees, aged 18-27, are increasingly encountering new responsibilities and challenges as they navigate the complexities of life and work. Open enrollment, the annual period when employees can choose or re-elect benefits, is a great time to evaluate needs and get support — but 60% of Gen Z employees don't fully understand their benefits, according to MetLife data, and struggle to navigate this process as a result. 

As a benefits executive and a parent of three Gen Zers, I've seen first-hand how overwhelming open enrollment can be for this generation. Managing yet another deadline in a world full of distractions can be challenging enough for Gen Z — and while receiving clear reminders from an employer can help, the work can't stop there. In fact, the question I hear most from my kids during this time is, "Mom, what benefits should I choose? I don't know what I need." 

Here are some ways I've helped my Gen Zers navigate open enrollment and tips for employers to assist younger employees in making more informed decisions.

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1. Encourage employees to reflect on last year's benefit choices
With limited understanding of their benefits, MetLife's data also finds 35% of Gen Zers lack confidence in their elections at open enrollment — this can lead to poor decisions or simply accepting default options. To combat this, employers can encourage employees to reflect on the benefits they used, or could have used, in the past year. For example, one of my Gen Zers found themselves with a golf-related injury last spring — unfortunately, they weren't enrolled in accident coverage. I recently reminded them of the benefits this plan could have provided and suggest they factor that into their choices this year. 

Employers could take this example and parlay it more broadly. They can also take it a step further by providing self-assessment tools, such as surveys or checklists, to help employees review their current benefits and identify potential gaps in coverage. 

2. Help employees think ahead and anticipate needs 
Gen Zers are known for their adaptability and forward-thinking mindset — qualities that can be very useful during open enrollment. Urge them to tap into this mentality by thinking ahead and anticipating their future needs, life plans and financial goals. Another one of my Gen Zers is planning to buy a house in 2025, so I advised them to enroll in their employer's pre-paid legal plan — knowing they will likely need an attorney for things like reviewing purchase agreements and closing on a home, opting into a legal plan now can help them reduce costs later on. 

Employers can take a similar approach by encouraging employees to think ahead and consider their plans and potential life changes, such as a move or adopting a pet, that might require additional coverage or support down the road. 

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3. Present benefits guidance in clear and engaging ways
With more than half of Gen Z employees saying the benefits communications they receive from their employer are not relevant to them, employers can also focus on delivering clearer, more accessible guidance to this group. Start by communicating tips about benefits in a way that resonates and is easily digestible. Given Gen Z tends to prefer social media as their top communications channel, delivering guidance in the form of snackable and engaging content can be effective. Employers should also provide clear explanations for acronyms and terms like PPO (preferred provider organization), OOP (out-of-pocket), or deductible, to fill gaps in knowledge that could keep them from understanding the meaning and value of each option.

4. Encourage employees to look at all of their benefits options 
Younger, less experienced employees may focus solely on medical insurance during enrollment, potentially missing or hurrying through voluntary benefits that can offer more comprehensive support. For Gen Zers, many of whom are still adjusting to the realities of healthcare and financial planning, it's especially important to review voluntary options like HSAs, vision, or accident insurance that can help fill gaps and reduce the cost of things like prescriptions, hospital stays and injuries. 

Beyond healthcare, other voluntary benefits like legal, pet, or disability insurance can help support an individual's personal life and familial needs, from disputing traffic tickets to emergency trips to the vet. Ultimately, encouraging employees to carefully review all of their benefits options will help them find support for their unique needs and individual circumstances. 

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Supporting Gen Z at enrollment promotes health and performance 
When Gen Z employees feel confident about their benefits decisions, they are 4.4 times more likely to feel holistically healthy, which improves their happiness and overall performance at work. Using these tips to thoughtfully engage Gen Z employees during the open enrollment process, employers can help ensure employees are making informed benefits decisions they can feel confident about and ultimately cultivate a more satisfied and productive workforce.