By Jordan Quigley, North American Vice President, Administrative and Customer Support Group, Robert HalfOpen enrollment, which starts for many U.S. employers in November, is one of those times when generational diversity in our workplaces comes into real focus. It’s when employees can typically enroll in or make changes to their benefits, such as medical, dental and vision coverage.The Salary Guide From Robert Half reports perks and benefits can be just as important as compensation to employees, and many companies are enhancing their benefits and perks to gain an edge in hiring. The open enrollment stakes are high, and the process of educating and guiding employees through what may be dozens of benefits choices is a yearly opportunity for HR teams.To add to the complexity, having four distinct generations in our workplaces means a one-size-fits-all open enrollment program could end up leaving some employees behind.In recent years, social and economic disruption, a global pandemic and historically low unemployment rates have shifted life priorities and changed what work means for different generations — and in different ways. Employers are trying to understand these changes while balancing hiring strategies, employee benefits decisions, flexible work options and workplace culture to accommodate every generation equitably.Open enrollment offers an opportunity to dig deeper into what motivates baby boomers, Gen X, millennials and Gen Z — information you can use year-round to attract, keep and better support employees, their families and their dependents of every age. So, at open enrollment time, consider your new college graduates who are working alongside grandparents, and appreciate the diversity of what they — and the generations in between— are looking for on the benefits menu.A mix of benefits and perks will appeal to employees across generations, so conducting open enrollment in a multigenerational workplace requires a thoughtful and inclusive approach to cater to diverse needs and preferences. Here are some steps to effectively manage open enrollment in such an environment:
1.Start early and use multiple communication channels. Begin communicating the open enrollment process well in advance. Use a mix of communication channels, offering digital options (on-demand videos, virtual benefits fairs, online decision tools) as well as traditional ways (printed materials, in-person sessions) to share benefits information and enrollment guidance. While it may seem outdated, postcards or other mailings to the home can be effective when the decision maker is not the employee.2. Segment and customize communication. Tailor materials to address the specific concerns and interests of each generation. Highlight benefits that are likely to be more relevant to different age groups.3. Simplify information. Present benefit options and their details in a clear and easy-to-understand manner. Use simple language and visual aids to ensure everyone can relate, understand the information and make informed choices.4. Provide decision support tools. Offer tools, such as calculators, that help employees understand the potential costs and benefits of different options. This is especially important for choices involving health benefits. Today’s more advanced tools incorporate personal health data to produce personalized recommendations, as well as help predict out-of-pocket expenses to determine whether an HSA, FSA or hospital indemnity plan may be most beneficial.5. Offer educational workshops and webinars. A series of subject-related informational sessions, virtual or in-person, can be a great way to target the differing concerns of all employees related to benefits. These sessions can clarify doubts and provide a platform for employees to ask questions and get answers. Include those who can’t attend scheduled sessions by providing recorded versions.6. Provide always-on support. Have HR representatives or third-party providers on deck to answer questions and help throughout the open enrollment period and promote this capability widely; this may include offering extended call center hours. Providing manager resources so that leadership can help their employees know where to go if they run into questions will contribute to a seamless experience.Workers desire a job and employer that fits them, and the same goes for their benefits. No matter what stage of life they’re in — whether dealing with student loans, daycare costs or long-term care insurance — well-being begins with inclusive open enrollment programs that speak to every stage of life and career.Making the open enrollment journey smoother and simpler will show your multigenerational workforce you value their unique perspectives and offer what they need.Follow Jordan Quigley on LinkedIn.
