The guide emphasizes that effective benefits engagement is “a team sport” requiring collaboration between HR, internal communications, leadership, people managers, and vendor partners. It recommends taking a marketing approach with four key strategies:
Think like a marketer – Create compelling, tailored content based on internal culture and communication rhythms
Know your people – Understand how employees receive information, who influences their decisions, and what motivates them
Take inspiration from consumer behavior – Meet employees where they are (primarily on smartphones), use human stories, leverage relevant moments beyond just open enrollment
Put the playbook into action – Build awareness through repeated messaging across multiple channels, set shared goals, and review results together
The guide emphasizes the importance of always-on communication, personalized messaging, and coordinated execution across stakeholder teams to drive meaningful employee engagement with benefits programs.
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