Amid record-breaking health insurance costs, many employers are facing difficult choices. Some are increasing employee contributions, while others are making tough trade-offs in plan design, networks, or coverage levels to keep overall costs manageable.
With these decisions comes the need to make sure that your open enrollment communication plan gives employees clarity on benefits changes. Employees need to understand why changes are happening, how their benefits are affected, and what they can do to make informed choices for themselves and their families. That’s why change management is part of every renewal conversation we have with our clients.
Adjusting plan designs or networks can feel daunting, especially for companies focused on attracting and retaining talent. But most employees adapt quickly when communication is clear, empathetic, and timed well. While a vocal minority may resist change, most employees will handle it just fine if they understand the “why” behind the decisions.
That means employers need to move beyond simply announcing changes. They should frame each decision in context: what’s changing, why it’s happening, and how it protects both the company and employees in the long term.
Transparency from leadership goes a long way. When the CHRO or CFO stands up in an open enrollment meeting and explains that the company didn’t take a decision to change a carrier lightly, and that they avoided a 35% premium increase, it changes the tone. People feel included rather than blindsided.
Open Enrollment Participation Matters
For many companies, attendance at open enrollment sessions has declined sharply. I see this firsthand: We’ll show up to an OE session for a 200-person company and only 50 employees attend. Or they’ll rely on the recording, but we all know how that goes. Most people just fast forward to find the one answer they need.
Low participation hurts understanding and breeds frustration later. We find that employees who skip sessions often reach out in January surprised by changes that were clearly explained months earlier. If that’s been normal for several years, imagine the frustration when employers must make major changes due to rising costs.
Even if plan changes are minimal, employers need to reset expectations that participation isn’t optional. Open enrollment education must be treated as part of the employee experience.
5 Best Practices for Stronger Open Enrollment Communication
To make sure your communication plan has the most reach, here are tips I often give our clients:
1. Start early and keep it going
If major plan or carrier changes are coming, begin communicating weeks in advance. You can’t just drop the news in November and expect people to adapt. Early, layered messages give employees time to digest and act.
2. Sequence your messaging
Start with a high-level overview. It could be a simple as, “We’re making some changes this year.” Then follow with details like how to check provider networks, review plan differences, or use digital tools.
3. Make sessions interactive
Replace one-hour lectures with two-way discussions. Share materials early and invite questions and feedback during the sessions. Employees feel more informed when they can engage directly with decision-makers, HR leaders, or benefits advisors.
4. Set clear attendance expectations
Encourage or even require attendance at open enrollment meetings. Consider tracking participation or offering incentives for attendance and engagement.
5. Plan for year-round education
I encourage employers to use shorter, topic-specific sessions throughout the year, such as how to access carrier portals in January, the nuances of the prescription drug plan in March, and preventive care in the summer. Also, urge employees to take advantage of digital tools like Sequoia OS, which make benefits navigation easier and help reinforce education beyond open enrollment.
Build a Culture of Benefits Literacy
Ultimately, open enrollment is about empowerment and helping employees be good consumers, understand what they’re paying for, and make informed decisions.
By communicating early, transparently, and with empathy, employers reduce confusion and reinforce trust. The most successful companies will be those that help employees feel confident in their choices, even in a time of change.
Ready to Strengthen Your Benefits and Open Enrollment Strategy?
Connect with a Sequoia advisor to build a benefits strategy and communication plan that supports both your business goals and your workforce.
