– Workers to employers: Personalize communications, illustrate value, provide greater support
– Top frustration: Lack of clear information to help make informed benefit choices
– Top requests: More frequent updates & live support on how to use benefits
– Beyond Open Enrollment: Workers crave actionable tips & real-life benefit examples
U.S. workers want more detailed and frequent information about their workplace benefits, according to a new study by LegalShield. The survey highlights a growing demand for personalized benefits communication, potentially reshaping how employers and HR departments approach enrollment periods.
“We’re finding that employees are choosing benefits like they choose a smartphone: They’ve come to demand an experience that features great support, personalization and clear value for the money,” said Emily B. Rose, LegalShield’s president of business solutions. “These findings illustrate a pivotal moment for employers and providers alike to rethink how they deliver the benefits experience.”
Demand for Customization
The study, Navigating Benefits Communication: Understanding Employee Needs and Preferences, uncovered a strong desire for customization in benefits communication. An overwhelming 89% of employees surveyed want information tailored to their age, gender, and location. This preference for personalization extends to the level of detail provided, with more than half of respondents (52%) stating that current benefits information lacks sufficient depth.
“Employees crave practical, timely information about how their benefits apply to real-life situations,” said Rose. “Effective communication is key to ensuring benefits are fully understood and utilized.”
Frequency and Accessibility
American workers are seeking more frequent and accessible information about their workplace benefits, the study found. Over half of the employees (51%) desire updates more than three times a year on what their benefits have to offer.
Moreover, 79% expressed interest in having access to a live representative for benefits questions, highlighting a gap in current support systems. This gap is underscored by a third of respondents reporting inadequate support for their current benefits choices.
“Benefits are highly personal,” said Rose. “Employees are eager for employers to take the extra step to provide the most relevant, detailed information and to make it easy to ask and receive answers to individually significant questions.”
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Content and Channel Preferences
The content and delivery method of benefits communications are equally important to employees. The survey found that employees prioritize money-saving tips (41%), news about new benefits (39%), and guidance for life events (38%) in benefits communications.
Email (41%) emerged as the preferred channel for receiving benefits information, with in-person meetings (27%) also ranking highly. Despite these preferences, nearly half (45%) of employees report difficulty finding relevant information in provided materials.
These findings suggest that even companies with comprehensive benefits packages may face challenges with employee satisfaction if they use generic communication methods.
“Employers who tailor their benefits communication to employee needs will see higher engagement, better retention, and improved benefits utilization,” said Rose. “It’s not just about offering great benefits—it’s about ensuring employees understand and appreciate their value.”
Methodology: LegalShield surveyed 731 full-time employed U.S. adults 18 and older with access to employer-provided benefits in February 2024.
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