How to Effectively Evaluate Your Open Enrollment Campaign

How does an HR team determine whether their open enrollment campaign was a success? To answer this question, you will need to start by looking in the rear-view mirror for a bit and reflect on last year’s campaign. Take a moment to sit down and discuss the successes and challenges during your previous open enrollment campaign. If you aren’t already doing so, it’s crucial to implement a survey right after your benefits season concludes so that you can take into consideration the feedback of your employees.

When reflecting on your prior campaigns, here are some questions to think about:

  • What communications materials worked well last year?
  • What channels of communication did employees engage the most with? Email/group meetings, 1:1 consultation?
  • Did employees feel confident about their choices or were there a lot of one-off questions? If so, were there common themes to those questions?

From there, it’s also a great idea to identify metrics that you will measure for this year’s campaign to determine its success. Let’s take a look at some potential metrics and percentages to consider:

  • Employees who enroll before the deadline
  • Employees who elect to take a certain benefit
  • Employees who attend at least one informational meeting
  • Email click-through rates of open enrollment messages

Now that you know what you are measuring, you have a starting point for your debrief after open enrollment ends. And as I said earlier, after the campaign ends, you should reach out to your staff to solicit feedback on what went well and what roadblocks they encountered. Here are some ideas for questions to include in your survey:

  • How satisfied are you with the benefits offered by your organization?
  • I have a clear understanding of the benefits package offered by my organization. (Agree or Disagree)
  • Which three benefits already offered by your organization are most important to you?
  • What are the three most important benefits that your organization does not yet offer, and you would like to have?

If you have a self-service portal that employees used, you can also access data from there to see what benefits were selected as well as other helpful data insights to help you shape and evaluate your future campaigns.

After open enrollment is complete and you have all your data collected, it is time once again to sit down as a team and debrief while the information is still fresh in your mind. You may uncover some issues that need a deeper dive.

For example, maybe you introduced a new voluntary benefit and participation was lower than anticipated. Were employees unaware of the program, or did they not appreciate or understand how using the program could result in better health and financial outcomes? Or did they just not care? The answers to all of these questions can, and should, drive your communications efforts for the year ahead and inform your plan design decisions moving forward.

Taking the time to study how well your campaign was received will help you continue to fine-tune your open enrollment process and improve your employees’ experiences and benefits selection.  At BerganKDV, our clients utilize the robust software K-Pay to manage their open enrollment needs. To learn more about the comprehensive software and what solutions it can offer your organization, contact our team and we will be happy to discuss your questions.

CATEGORIES: Human Capital Management
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