eHarmony, Match.com, PlentyOfFish. What do these websites have to do with open enrollment? Just like finding a mate, choosing benefits is personal. Employees want to be sure they’ve explored all their options, so they make the best decisions. Too many options and choices can be overwhelming.
Since your goal is to help employees find the plan that best matches their needs, you can learn a lot from what dating websites do well. Here are three takeaways:
Understand your audience by asking questions
Some dating websites, like OkCupid, allow you to answer questions in order to find a better match. Why not take that same approach to find out what your employees have in common?
Host a survey to ask about knowledge of programs, interest in participating and effectiveness of current communication.
If you need to dig deeper and understand why employees are making certain decisions, facilitate focus groups. Doing so can get you answers to questions like: Why aren’t employees participating in a certain program? Or why aren’t employees signing up on time?
The results of your research will allow you to make valuable changes to your benefits options and your open enrollment process.
Develop profiles to help customers (and employees) make choices
When you’re matched with someone on a dating website, you’re able to read more about your potential mate—like what he/she enjoys doing on weekends and what hobbies he/she has. These detailed profiles help you decide if this person fits your lifestyle.
Employees should be able to do the same thing with their benefits—decide which options are the best for them based on real scenarios. How do you accomplish that? Create profiles that are similar to the ones you might find on eHarmony or Match.com:
Then, match the profiles to the benefit options that best fit their needs. Use these scenarios in your open enrollment materials to help bring benefits to life:
Create an interactive experience
Choosing benefits is definitely not as easy as swiping left and right, but it can be just as interactive. How? One way is to develop a learning module.
This tool helps guide employees through difficult decision making and provides education of complex topics in an entertaining way. The module should include:
Help employees choose the ideal benefits by using inspiration from dating sites.