For benefits professionals, we must remember the words of Leo Tolstoy,

"The most important time is Now."

Yes, communication should happen all year long. But let’s be honest—open enrollment is still the main event in the benefits world. It’s a high-stakes moment: employees are overwhelmed, HR teams are stretched thin, and vendors are vying for attention.

In the middle of all this, communication can bring clarity, confusion, or concern. With premium increases looming, some concern may be unavoidable—but you’re still in control of the delivery.

As you prepare for the main event, here are six do’s and don’ts to help you cut through the noise and deliver messaging that moves people to action.

✅ Do: Lead with what’s changing

Don’t: Bury the message in jargon, disclaimers or 100-page benefits guides

Employees want to know:

• What’s new?
• What’s different?
• What do I need to do?

Start there. If your message opens with “We’re excited to announce…we value our employees” and takes three paragraphs to get to the point, you’ve already lost them.

✅ Do: Segment your messaging

Don’t: Send one-size-fits-all emails to everyone

Not all employees have the same needs. Pick a few segments and tailor your message—new hires, part-timers, retirees, or those with dependents. A little segmentation goes a long way in helping employees with what they need most.

It is a balance. Keep general reminders broad, but use segmentation for more detailed communications and discussions.

✅ Do: Use plain language and visuals

Don’t: Assume everyone understands benefits terminology

Terms like “deductible,” “coinsurance,” or “embedded out-of-pocket max” aren’t intuitive. Use analogies, infographics, and real-life examples to make complex concepts digestible.

Try the “Middle Schooler Test.” If you can explain it clearly enough that a middle schooler understands, you’ve made it accessible to everyone.

✅ Do: Repeat yourself

Don’t: Assume one email or webinar is enough

Repetition builds retention and ensures action. Use multiple channels—email, intranet, webinars, and manager toolkits to reinforce key messages and reach employees where they are.

As open enrollment winds down, create urgency. Send short, targeted reminders via text, Slack, or Teams to employees who haven’t enrolled.

✅ Do: Make it actionable

Don’t: Leave employees wondering what to do next

Every message should end with a clear next step: “Log in to your benefits portal,” “Attend the Q&A session,” “Review your plan comparison guide,” or "Enroll now."

Don't leave employees guessing. Give them clear direction and set expectations.

✅ Do: Humanize the experience

Don’t: Treat open enrollment like a compliance checkbox

Benefits are personal. They impact families, finances, and futures. Use stories, testimonials, or even humor to remind employees how these decisions support their well-being and personal goals. It's more than a once-a-year task. It's about setting them up for success in the year to come.

The Time is Now

Open enrollment isn’t just a communication challenge—it’s a trust-building opportunity. When you speak clearly, empathetically, and strategically, you don’t just drive participation. You build credibility.

Looking for help? Let Angel Vision assist in your benefits education and communication strategies.