It’s easy to see why employers only talk about benefits during open enrollment season. HR departments are typically overworked, understaffed and can’t devote time to developing an advanced communication strategy. As a result, employees are not thinking about their benefits for the other 51 weeks out of the year—but they should be. An organization that encourages smart health care decisions and healthy life choices can save thousands in unnecessary costs. The key to creating this corporate culture is communication—not just once or twice a year but often, creatively and through many different platforms.

According to Zywave’s 2012 Broker Services Survey, available now in Broker Briefcase, 94 percent of employers are looking for employee benefit communication tools and guidance from their broker. By providing these services, you save your clients money, emphasizing your role as a trusted adviser and improving client retention. Guide your clients in their employee communication strategies using the following tips:

• 20 minutes: The length of the average person’s attention span. Instead of holding one long meeting to discuss employee benefits, employers should break the information up into more manageable chunks. Tidbits of information are easier to remember and more likely to be acted upon.
• 23 percent: The amount of time Americans spend on social networking sites while on the Internet. Emails, posters and the company intranet are great places to scatter information about benefits, but can only reach employees from 9-to-5. Facebook and Twitter are great venues to connect with employees the rest of the time since many of them already spend a significant amount of time on these sites.
• 65 percent: The percent of employees encouraged by recognition. Employers should make public note of employees that are involved in healthy activities or proponents of wellness in the workplace. Choosing people at every level of the organization is key to getting the entire workforce involved. A reward is not always necessary—studies show that employees typically appreciate recognition more than a physical prize.
• 100 percent: The number of employees who enjoy a free meal. Encourage employers to provide a lunch-and-learn or similar event halfway through the plan year to keep employees thinking about their health and benefits.

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Broker Briefcase makes it easy to help your clients create a communication plan and bring increased value to your agency. Check out the new Employee Benefits Communication Campaign that both inspires employers to connect often and helps them execute their new constant touch strategy.