Get Ahead with a Strong Pre-Enrollment Total Rewards Communication Strategy
As open enrollment season approaches, HR teams face an important opportunity: making sure employees are informed, engaged, and ready to make the right benefits decisions. Pre-enrollment communication plays a vital role in this process, yet it is often overlooked or left to the last minute. A strong Total Rewards Communication starts before enrollment even begins.
A clear, engaging pre-enrollment plan helps employees better understand the value of their compensation and benefits, reduces confusion, and increases overall participation. By building awareness early, you can turn a once-overwhelming process into a confident, informed decision-making experience.
Why Pre-Enrollment Communication Matters
Employees often enroll in benefits based on emotional motivations, such as peace of mind and feeling secure. Yet only a small percentage receive consistent communication in the weeks leading up to enrollment. Research shows that employees who receive four or more touchpoints are more than twice as likely to recommend their employer compared to those who receive none.
That means timing, frequency, and format all matter. Pre-enrollment communication should educate, encourage, and simplify the experience for every employee.
A Timeline for Success
Planning your Total Rewards Communication in phases allows you to guide employees step-by-step. Here’s a suggested timeline:
4 to 5 Weeks Before Enrollment Begins
Begin laying the foundation with finalized messaging, creative assets, and key decision points. Think through the behaviors you want to encourage, such as scheduling a meeting or reading through benefit changes. This is also the time to brand your campaign by developing a visual identity and tagline for this year’s enrollment period.
3 Weeks Out
Start building awareness with digital signage, posters, and table tents in break rooms, along with emails introducing key dates and benefits. This is a great time to send a “Save the Date” message, along with reminders to check and update personal contact or dependent information. If you're offering new benefits, begin targeting employees who are most likely to benefit from them.
1 to 2 Weeks Before Enrollment
Reinforce your message with more direct communication. Consider sending a postcard to desks or homes and follow up with push notifications through your employee app. For a larger employee population, consider hosting short webinars or Q&A sessions on popular benefits topics like medical plans, wellness stipends, or retirement programs. Tailor communication by career stage to make it more relevant.
Enrollment Kickoff
On day one of open enrollment, send a detailed email with all the resources employees need to take action. One-page reference flyers, FAQs, and links to benefits microsites or employee portals provide valuable support.
Mid-Enrollment Check-In
Keep the momentum going by sending a reminder through email, mobile push notification, or SMS (if available) encouraging employees to complete their enrollment. This is an opportunity to reinforce emotional value by highlighting peace of mind, financial security, and wellness support.
Tips for Effective Communication
Use Multi-Channel Delivery
Combine posters, email, mobile push notifications, microsites, and webinars. Employees absorb information in different ways, so meet them where they are.
Collaborate with Vendors
Ask your benefit providers or technology partners for educational materials. They may also offer data or FAQs to help address common concerns.
Keep Language Clear and Approachable
Avoid jargon and complex insurance terminology. Use plain language that makes benefits feel accessible, not intimidating.
Focus on Emotional Value
Benefits provide more than financial value. They offer peace of mind, flexibility, and personal support. Frame your messaging to highlight the real-life impact of your offerings.
Use Microsites and Employee Apps for Centralized Access
A branded portal or employee app keeps all pre-enrollment resources in one place. Employees can access tools, reminders, and benefits breakdowns anytime, even if they do not have a company email address.
A Better Experience Starts Before Enrollment
A strong Total Rewards Communication strategy begins weeks before open enrollment does. With the right plan, tools, and messaging, you can help employees make confident choices, increase satisfaction, and showcase the full value of what your organization provides.
At backstitch, we help HR teams design personalized, branded Total Rewards portals and mobile apps to make communication seamless and effective, especially for disconnected or hard-to-reach employees.
Want to learn more about how you can strengthen your pre-enrollment strategy with backstitch?
