Flimp Communications, a leading developer of digital employee communication and engagement solutions, announced the results of the Open Enrollment 2020 Case Study and Trends Report. With benefits fairs and in-office benefit-orientation meetings canceled, HR leaders and brokers turned to Flimp Communications for self-guided solutions like decision-support tools, videos, Virtual Benefits Showcases and Digital Postcards to educate employees on benefits options. For the 2021 benefits open enrollment period*, Flimp analyzed results from nearly 200 annual benefits-enrollment campaigns that were served up to nearly 750,000 employees and realized near-record-high average engagement rates of 72 percent. Campaigns that leveraged decision-support tools saw engagement rise to 76 percent. Several industries realized impressive higher-than-average engagement this year with Construction leading the charge at 91 percent.
Benefits open enrollment report highlights at a glance:
- Average Engagement Rate: 72%
- Average Time on Content: 3 minutes 17 seconds
- Campaigns: 196
- Total Targeted Employees: 749,213
- Total Actions Taken (includes video views): 689,345
- Average Response Rate: 1.86 actions per view
- Average Mobile Views: 16%
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“Creating compelling employee communications for virtual open enrollment during a pandemic proved to be critical for most employers,” said Wayne Wall, CEO and founder of Flimp Communications. “Implementing on-demand solutions like Digital Postcards, mobile-responsive portals, benefits explainer videos, and decision-support tools with multi-channel distribution options and activity tracking helped our clients achieve near-record-high open enrollment engagement results. We’re incredibly proud to serve HR leaders that pivoted their strategies to include more digital communications in their OE campaigns and look forward to helping our clients with a successful open enrollment again this year.”
Notable trends in open enrollment communications last year include:
- Campaigns featuring a decision-support tool showed a higher-than-average engagement rate at 76%
- QR code requests more than doubled from the 2019 enrollment period to 2020 and were included as a touchpoint in more than 10% of all OE campaigns
- Digital Postcard views via mobile devices rose from 14% in 2019 to 16% in 2020, a 14% increase
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Employee engagement rates by industry:
- Construction: 91%
- Manufacturing: 66%
- Consumer Products and Retail: 61%
- Information Technology: 61%
- Healthcare: 54%
- Other: 80%
Key Takeaways from the Open Enrollment 2020 Case Study and Trends Report
As HR professionals and benefits brokers look to improve employee engagement during the coming open enrollment period, we offer these key takeaways from the report for your consideration.
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