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Benefits communications strategy that drives action

Our Communications & Insights Agency combines behavioral science, real data, and creative strategy to move employees from “I don’t know” to “I’ve got this”—with communication that actually works.
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Built for organizations focused on improving engagement and outcomes:

  • HR and benefits leaders responsible for participation and utilization
  • Communications and engagement teams driving employee adoption
  • Employers investing in benefits but not seeing full usage
  • Organizations looking to connect communication strategy to real outcomes
woman with benefits materials

%

increase in overall engagement

%

of employees log in 4+ times

%

benefits decision confidence

Most benefits communication doesn’t change behavior 

Employees don’t act on benefits because of more information. They act when communication is relevant, timely, and easy to understand.
But most strategies fall short—they’re generic, poorly timed, and disconnected from how employees actually make decisions.
The result: low engagement, missed opportunities, and benefits that go unused.

A communications strategy built to drive behavior

The Communications & Insights Agency is a specialized team that designs, executes, and optimizes benefits communication strategies.

It combines behavioral science, employee data, and multi-channel campaigns to help employees understand, choose, and use their benefits—without guesswork. 

What this enables for your organization

Drive measurable increases in benefits activation

Personalized reminders and nudges lead to an 18% lift in employee action 

Make benefits easier to find and use

AI-powered personalization makes benefits up to 5X more visible to employees

Keep employees engaged year round

Clients see 49% of members log in 4+ times post-enrollment

Outperform standard communication benchmarks

Campaigns achieve a 40% open rate and 7.3% click-to-open rate, well above industry averages

The building blocks of a smarter communication strategy

1
Understand employee behavior 
Analyze data, preferences, and decision patterns to identify what drives action
2
Design targeted campaigns 
Build multi-channel strategies tailored to employee needs and timing
3
Deliver across channels 
Reach employees where they are—email, SMS, mobile, web, and in-platform
4
Measure and optimize 
Track engagement and continuously refine campaigns based on what works

Where behavioral science, data, and creativity come together

Communications Strategy 09

Strategic campaign design 

  • Multi-channel campaigns tailored to employee behavior
  • Messaging aligned to key decision moments
Communications Strategy 01

Personalization and timing

  • Communication based on employee data and context
  • Delivered at the right moment—not all at once
    Communications Strategy 08

    Multi-channel delivery

    • Email, SMS, mobile, web, and in-platform messaging
    • Consistent experience across every touchpoint
    Communications Strategy 07

    Measurement and optimization

    • Real-time tracking of engagement and activation metrics
    • Continuous optimization based on performance insights

    FAQ

    A benefits communications strategy is a structured approach to educate employees about their benefits and encouraging meaningful action throughout the year. Rather than simply sending announcements, a benefits communications strategy uses personalized messaging, employee data, behavioral insights, and timely communications to help employees understand, enroll in, and use their benefits effectively. The goal is to increase employee engagement, improve benefits utilization, and help employees make informed decisions about their health, financial, and wellbeing programs.

    Traditional benefits communications often focus on distributing information through emails, newsletters, and enrollment materials.

    A modern benefits communications strategy focuses on influencing employee behavior by delivering the right message, through the right channel, at the right time. Communications are aligned with employee needs, eligibility, life events, and benefits decisions to drive greater engagement and action. This approach helps employees move beyond simply receiving information to understanding and using their benefits.

    Success is measured through employee engagement and business outcomes, including:
    • Email open rates
    • Click-through rates
    • Website and portal visits
    • Impressions and reach across communication channels
    • Benefits enrollment activity
    • Account activation and utilization
    • Employee participation in benefits programs
    • Ongoing engagement with benefits resources
    Organizations can track these metrics to understand which communications are driving awareness, engagement, and benefits adoption.

    Benefits communications are personalized using employee data, demographics, eligibility information, enrollment status, and engagement behavior.
    This allows employers to deliver relevant content based on factors such as:
    • Available benefits
    • Life events
    • Enrollment decisions
    • Career stage
    • Family status
    • Previous engagement activity
    Personalized benefits communications help employees receive information that is more timely, meaningful, and actionable.

    No. Effective employee benefits communication is a year-round strategy.
    While open enrollment is an important communications period, employees make benefits-related decisions throughout the year. Ongoing benefits communications can support:
    • New hire onboarding
    • Life event changes
    • Benefits education
    • Preventive care awareness
    • Financial wellbeing initiatives
    • Health savings account (HSA) engagement
    • Wellness program participation
    • Benefits utilization and reminders
    Year-round communications help employees maximize the value of their benefits and stay engaged beyond enrollment season.

    Employers can increase benefits engagement by providing personalized communications, educational resources, decision-support tools, and timely reminders throughout the year. A strategic benefits communication program helps employees better understand their options, make informed choices, and take action when it matters most.

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    Make your communications work harder

    Turn benefits communication into a strategy that drives real engagement and action.
    Get a demo

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