Top 5 Common Communication Mistakes in Employee Benefits Communication—and How to Avoid Them

When it comes to attracting and retaining top talent, clear and effective communication about employee benefits is crucial. Yet, many organizations continue to make avoidable mistakes that impact employee engagement.

So, what are the most common communication mistakes—and how can you avoid them? Here’s a breakdown of the top five common mistakes—and how to fix them.

#1. Overloading Employees with Information

Organizations often bombard employees with a lot of information all at once, especially during the new hire process and annual open enrollment.?

The Impact: Employees might glaze over critical information, or worse, make poor decisions (or no decisions and miss a deadline) about their benefits. An excess of information can lead tomisunderstanding and a lack of clarity.

How to Avoid It:

• Simplify and Segment: Break benefits information into digestible, easy-to-understand chunks. Use clear headings, visuals, and infographics to simplify complex topics.
• Personalize the Experience: Provide tailored resources that speak to different employee needs. For example, offer specific benefits information for young employees, parents, or those nearing retirement.
• Microlearning: Deliver benefits information through short, bite-sized videos, infographics, or webinars that employees can engage with at their convenience.?

#2. ?Utilizing A Single Communication Channel

Many organizations rely too heavily on one communication channel, such as email or the intranet, to convey benefits information. This strategy doesn’t account for the varying communication preferences of a diverse workforce.

The Impact: Employees may miss key updates. Additionally, younger generations who prefer instant communication through apps or social media may feel disconnected—or disinterested altogether.

How to Avoid It:?

• Diversify Channels: Use a mix of email, intranet, mobile apps, social media, and text messages to ensure that all employees receive benefits information in the format they prefer.
• Leverage Internal Social Networks: Platforms like Slack or Microsoft Teams can be used to post regular updates, answer questions, or engage employees in interactive discussions.
• Interactive Content: Utilize videos, polls, and quizzes on these platforms to make the experience more engaging and personalized.

#3. Communicating Once a Year

Benefits communication shouldn’t be limited to your annual open enrollment period! Many companies make the mistake of only communicating benefits during certain times of the year, completely missing out on ongoing engagement opportunities.

The Impact: Employees may forget about available resources as they need them throughout the year, and, as a result, fail to use their benefits effectively.

How to Avoid It:

• Regular Touchpoints: Set a schedule for year-round communication about benefits. Monthly emails, quarterly webinars, or an employee benefits spotlight ensure employees stay engaged and informed.
• Create a Benefits Calendar: Make sure employees know when key events—like open enrollment or wellness programs—are happening. This proactive approach can help employees better plan and utilize their benefits.
• Send Reminders and Updates: Send targeted reminders (more than once!) about important deadlines, such as benefit elections or open enrollment, and provide ongoing updates about new or updated benefits.?

#4. Focusing on Benefits, Not Employees

Many organizations make the mistake of focusing too much on the features of their benefits programs without addressing how these features actually help employees.

The Impact: When employees don’t understand how benefits directly affect them, they are less likely to engage or feel that the benefits package is valuable.

How to Avoid It:

• Focus on Value: Communicate how each benefit improves employees’ lives. ?For example, instead of just stating that disability insurance is available, explain how it provides some income during a short- or long-term absence from work, including maternity leave, in many cases.
• Use Real-Life Examples: Share success stories or testimonials from employees who have benefited from specific offerings, such as using mental health resources or taking advantage of flexible work options.
• Highlight Personal Impact: Make the benefits tangible by demonstrating how they positively affect employees’ day-to-day lives, using the “What’s In It For Me” mantra.

#5. Limiting Opportunities for Feedback

Failing to ask for feedback can leave gaps in your communication strategy. Employees may feel like their voices are not being heard, and this can lead to lower satisfaction and disengagement.

The Impact: Without feedback, you may miss critical insights into what’s working and what’s not.

How to Avoid It:

• Conduct Regular Pulse Surveys: After open enrollment or benefits communications, ask employees for feedback on what was clear and what could be improved.
• Create an Open Feedback Loop: Encourage employees to ask questions and share concerns via anonymous surveys or dedicated feedback channels.
• Act on Insights: Demonstrating that you’ve listened and made improvements based on feedback? fosters trust and engagement.

The Bottom Line: Effective Benefits Communication is Key to Talent Retention

By avoiding these common communication pitfalls, you can ensure that your employees understand, value, and make the most of the benefits you offer.

• Simplify, personalize, and diversify your communication channels to reach employees where they are.
• Communicate consistently throughout the year to keep benefits top of mind.
• Focus on value and how benefits enhance employees’ lives, not just the features.
• Listen and act on feedback to continuously improve your strategy and build trust.

Ready to improve your benefits communication? Contact us for a consultation on how to tailor a communication strategy that retains top talent and enhances employee satisfaction, or check out our Benefit Communications Report: New Insights Into What Works.