Even if you have the best, most comprehensive, and generous benefits package in the business, it won’t be effective if your staff doesn’t comprehend it.
That’s the challenge many organizations face. We’ve seen companies with outdated benefits and others that invest time and money in building plans to support employees’ health, security, and wellbeing, yet participation rates are often lower than expected. Sometimes, the reason isn’t the benefits themselves, it’s the communication around them.
Even the best benefits are only useful if employees know they exist, understand how to use them, and feel confident accessing them. It’s like having a store with the best products: if they’re not shown, no one is going to buy. Without this clarity, employees may assume coverage gaps that don’t exist, miss out on programs designed to make life easier, or fail to see the true value of what their employer provides.
Why benefits often get overlooked
You can have a perfectly designed PDF or slide deck brochure explaining the benefits, but for many employees, benefits can feel complicated or overwhelming. Terms like “deductible,” “copay,” or “HDHP” can create barriers, especially when the only explanation is a long handbook or a dense PDF. When benefits aren’t communicated clearly, employees may default to doing nothing.
The result is an underused benefits package that falls short of its potential to support engagement, retention, wellbeing, and keep your team healthy. Basically, a benefit that isn’t understood or used doesn’t improve anyone’s life, does not prevent employee turnover and that’s the real cost to both employees and employers.
How to communicate benefits more effectively
The good news is that this is a fixable issue, and improving communication just requires some intentional, thoughtful steps. Here are a few strategies that make a meaningful difference:
- Keep it simple. Use plain and easy language instead of industry jargon. For example, you can replace “preventive services at no cost to you” with “your annual check-up is fully covered.” Clear, concise explanations make benefits feel accessible rather than intimidating. Pro tip: Use the help of AI to improve your current texts and make them clearer and friendlier.
- Communicate year-round. Don’t wait for open enrollment. Remind employees about relevant benefits throughout the year, whether it’s wellness stipends, mental health resources, or telehealth services. Regular touchpoints reinforce awareness and encourage utilization.
- Use multiple formats. People absorb information differently. Offer a mix of written summaries, short videos like reels, live presentations, and Q&A sessions that your broker can prepare or facilitate for you. A multi-format approach ensures your message reaches everyone.
- Share real stories. Examples bring benefits to life. Highlight how a colleague used the Employee Assistance Program for counseling, or how another saved money through telehealth. Stories make benefits tangible, relatable, and memorable.
- Leverage your broker and carriers. You don’t have to do this alone; use your broker services. A good broker can provide monthly communications, which are quick reminders and updates that keep benefits top of mind throughout the year. During open enrollment, brokers can also help showcase the full value of your benefits, including perks and discount programs that employees might not even realize are included. Going further, consider hosting a wellness day or benefits fair where carrier representatives can educate employees directly. These events turn complex information into engaging, real-time conversations.
- Ask for feedback. Communication is a two-way street. Surveys, focus groups, or casual check-ins can reveal where employees are still confused – and your broker can help you put this together! Use their input to refine future messaging and materials. This will also be helpful when reviewing your current benefits package with your broker.
See the bigger picture
Benefits are more than perks: they are a reflection of your organization’s values and a tangible expression of care for your employees. Communicating them effectively strengthens trust, supports wellbeing, and ensures that every dollar invested in benefits delivers real value.
When employees understand and feel confident using their benefits, they are not just more satisfied—they are more engaged, more productive, and more likely to stay. And that’s when a benefits package truly fulfills its purpose: improving lives, building loyalty, and fostering a workplace culture where people feel supported every day.
Since 2013 SSA Insurance Services has been helping organizations of all sizes to promote and protect the health and wellness of their most important asset: their employees. Stephanie San Antonio and her team do this by working with employers to design, implement, and maintain a company culture that is in line with their mission and values, and building a comprehensive benefit package that attracts and retains their top talent. Call SSA at (760) 203-4299 for a complimentary benefits package review, to make sure your group health plan is in compliance, and for help with establishing a wellness program for your employees to keep them healthy, happy and engaged.
