Tired of Low Enrollment? How Benefits Leaders Drive 20%+ Benefits Enrollment
Employee benefits are a cornerstone of workplace satisfaction and productivity. However, even the most robust benefits packages often suffer from low engagement, leaving employees under-supported and benefits teams struggling to demonstrate value and ROI.
Driving 20%+ engagement with benefits like EAPs and other point solutions should be your goal and is achievable with a thoughtful, strategic approach, including coordinating vendor communications and crafting targeted marketing campaigns. We provide actionable insights and tools to help you and your team improve enrollment and engagement rates.
Why Benefits Engagement Matters
The Role of Engagement in Employee Satisfaction
When employees actively use their benefits, it creates a ripple effect throughout the organization. They feel valued, supported, and more secure in their personal lives. This translates into higher morale, improved productivity, and stronger retention rates. Employees who see tangible benefits from their perks are more likely to remain loyal and contribute positively to workplace culture.
WTW’s 2022 Global Benefits Attitudes Survey reported that 76% of employees who believe their employer cares about their wellbeing intend to stay with their current employer, compared to only 44% of other employees1.
Many Goodpath members comment that they feel cared about by their employer and are grateful to have access to free care for their condition. In fact, 65% of members report that they feel more loyal to their employer because they have access to Goodpath2.
Financial Implications of Under-Engagement
Under-utilized benefits aren't just a missed opportunity for employees—they’re a financial drain on organizations. The cost of unused benefits can inflate healthcare premiums and reduce the return on investment (ROI) for benefits teams. Low engagement often leads to a reactive rather than proactive approach to employee health and wellness, resulting in higher absenteeism and healthcare costs.
Strategies to Drive High Enrollment with Health Benefits
Simplifying Access
Host all your benefit solutions in one unified digital platform to improve engagement. A comprehensive platform should clearly outline what each benefit is, who is eligible to access it, and any associated costs. We have seen great examples, including companies using AI to navigate employees to the right benefits.
Lean on Your Vendors for Communication
Bring your vendors into the communication process and rely on them for content ideas (more below), marketing copy, and comms execution. For instance, if you publish a monthly newsletter, let your vendor know you want tthem to contribute to it.
At monthly or quarterly meetings, define clear roles and responsibilities, review planned communications, and ask for performance updates. You should regularly track marketing performance with your vendor so you will meet your objectives and understand the effectiveness of the communications (like driving 100 enrollments in Q1).
We put together a Vendor Communications Planning Template to help kickstart your comms planning. Download it here!
Creating a Marketing Calendar with Vendors
Monthly themes, like Movement Month or Mental Health Awareness Month, make planning and content creation much easier! Plus, it ensures your benefits communication remains consistent and engaging throughout the year.
We work with clients to plan their content calendar twice a year. Download Goodpath’s 2025 Marketing Themes Calendar for inspiration on what to communicate with your employees.
Using Various Marketing Channels
A multichannel approach ensures maximum reach. Think beyond traditional emails and explore:
- Physical Mail
- Break Room Flyers or Table Tents
- Desktop Screensavers
- SMS Campaigns
- Internal Social Media
- Benefits Hub Announcements or Banners
- Information Sessions
Ask your vendors what works best for their clients with similar employee populations to yours.
Leveraging Targeted Communications
Targeted, timely communications can dramatically increase benefits engagement. For instance, Goodpath works with employers to identify at-risk members and sends them targeted emails reminding them about their access to Goodpath.
Employers can also have vendors send emails to new hires. New hires are the most active about learning about benefits and getting timely communications during on-boarding is a great way to drive enrollment.
Support Vendors Cross-Communicating for Referrals
Cross-communication among vendors can create a cohesive benefits experience for employees. Hold an annual meeting with all of your vendors, so they are aware of all the resources you offer your employees. Request that they work together to come up with a plan for referrals (e.g., how can a health benefit solution best refer employees to their health plan for acute needs) that provides the best employee experience.
Final Thoughts: The Importance of Ongoing Benefits Engagement
Benefits engagement is a marathon, not a sprint. By simplifying access, leveraging targeted communications, and working closely with your vendors, you can achieve meaningful results. A thoughtful, consistent approach not only boosts enrollment but also enhances employee satisfaction and ROI. Start with one step, whether it’s creating a marketing calendar or reaching out to vendors about cross-communication, and build from there.
Sources
1Ebnother, Reto. “Employee Benefits Are Key to Retaining and Attracting Talent.” WTW, 14 Sept. 2022, www.wtwco.com/en-ch/insights/2022/09/employee-benefits-are-key-to-retaining-and-attracting-talent.
2Goodpath internal data, 2023-2024. Member survey to the question “Has your opinion of your employer changed because of having access to Goodpath?”