Few stranger things have happened in recent history than in 2020, a time when everything seems to have turned upside down. As we approach the annual benefits open enrollment period, brokers have stepped into a new dimension where everything virtual reigns supreme over practically anything face to face.
Businesses also face a challenging situation: how to engage with employees through creative, digital communications with which they may lack expertise. Yet, the landscape affords brokers a prime — albeit certainly unique — opportunity to guide clients through a new enrollment process and perhaps rethink their benefits offerings in light of today’s realities.
Looking before leaping
In the past, employees have devoted little time to electing benefits, with over half spending fewer than 30 minutes researching benefits options and 93% simply selecting the same benefits each year, according to the 2019-2020 Aflac WorkForces Report. As much of the U.S. workforce continues operating remotely, how can benefits managers recalibrate marketing and education campaigns to reach workers?
Brokers are in a perfect position to leverage digital solutions such as flyers, e-books, video training and email templates to clients. They can also help answer questions and assist employees with enrollment via video or phone consultations. Look for an insurer like Aflac that can help provide these tools and also assist with navigating the nebulous number of platforms out there so brokers can tinker less with technology and spend more time serving clients.