Open Enrollment Communications in the Age of COVID

By Christina Biddle

COVID-19 continues to dominate the news and although many states have eased restrictions, social distancing guidelines are still recommended for the near future with no foreseeable end in sight. This presents unique challenges for organizations when communicating with employees in group settings, for example during Open Enrollment. However, now more than ever employees need to hear important guidance and direction from leadership as well as how to access company resources and benefit information. This may require companies to consider new ways to communicate with employees. Here are a few examples of popular communication solutions that may help you continue to inform and engage your workforce.

Telephonic Resources

Services that allow for mass “voicemail drops” let employees hear the human element and tone of voice from your leadership. In a time where many people are craving interaction, this may be a good option for quick updates and morale-boosting messages. Mass texting is another very effective tool when sending simple, yet targeted messages. Some vendors provide both services in one platform.

Web Pages or Portals

While many companies have added public pages to their existing websites specific to their COVID-19 operational response, those with non-desk employees may consider adding a private page that workers can access and check for company updates, announcements, policies, procedures, and important benefit plan access.

Organizations with HRIS or benefit administration portals may leverage their web platform if the system allows for customization.

Those Without Company Email

You may encourage those who do not have company-provided email access to opt-in to sharing their personal email addresses for company-related communication.

Or, utilize an app or service that can replace email altogether and provide a way for conversations to take place. Some mobile services combine communication abilities with additional operational resources such as scheduling, hosting of handbooks, policies and other files, internet links and more, right from a smartphone.

Printed or Mailed Materials

To respect social distancing, if you are providing printed communications such as a memo or Open Enrollment overview, you may want to leave copies in a common, yet low-traffic area.

Neither snow nor rain nor heat nor COVID-19 can hamper the U.S. postal service. If you have a brief communication, such as directing where employees can find the latest company updates, a basic postcard can be a quick-hit with reduced postage costs. Other layouts, such as tri-folds or letters in envelopes are appropriate when more information needs to be conveyed but can add to your overall production time and costs.

Video or Phone Conferencing

For those needing face-to-face or group meetings, video conference platforms or group conference calls are a great option. Just be sure to set some ground rules such as muting lines and using a chat feature for questions if your population is new to this setting. Many video conferencing tools include free trials which will allow you to test ease-of-use and compatibility with your needs.

Combining Efforts

Consider utilizing a combination of techniques to keep your communication channels open. For example, if a current or new resource site is being utilized, use a voicemail drop and text, while following up with a postcard mailed to homes.

If web conferencing is being used, designate which meetings will be phone-only, but provide options for video sharing to increase engagement.

Your Company Voice

Regardless of delivery method, keep the following in mind while crafting your message.

• Be clear and compassionate. Although you may be communicating to your employees as a group, individuals have unique needs and concerns. While your message should be fact-based, in this unsure environment it is important to include the “human element.” 
• Be transparent with your action plan, even if it is fluid. Employees need to know what actions you are currently taking for your business operations or with Open Enrollment, and what changes you may be preparing for.
• Keep it concise. Information fatigue happens and can happen fast. If you have a lot of information to relay, consider breaking it into separate topics, or, condense information to the most important touch-points then provide direction to where full details can be found.
• Designate who communicates what. Streamline what is sent and who on your team is responsible to avoid duplication of efforts, conflicting statements, and the aforementioned information fatigue. If your organization includes multiple departments, develop a process for over-arching communications, departmental, or job-specific messaging.
• Don’t underestimate your employees’ technical capabilities. People in all age groups have adopted technology in their lives. You know the saying, “There’s an app for that” – with online banking, video calling family members, various streaming services for entertainment, people are embracing technology now more than ever.

Social distancing efforts have many of us longing for human interactions. It may require you to take a little extra time this year to get creative with both delivery methods and messaging. Taking an interactive and encouraging approach may help not just get your message across but may also brighten your audience’s day.