Responding with relevance: 2022 benefits

FROM BENEFITS PRO / BY WENDY HARRISON

Here are two meaningful actions worth highlighting for benefits managers to consider in the year ahead to set them up for 2022.

Can anything good come from a crisis? According to leading crisis manager Judy Smith, yes. As she once said, “There’s always an opportunity with crisis. Just as it forces an individual to look inside himself, it forces a company to reexamine its policies and practices.”

This has proven exceptionally true following COVID-19’s global impact. From shifting to remote work to adjusting leave policies, businesses have likely reevaluated workplace policies and benefits more in 2020 than during any other year in recent memory.

As you can imagine, navigating the pandemic has had its share of obstacles. A SHRM survey found that 65% of employers say maintaining employee morale has proven challenging, and more than one-third of employers are facing difficulties with company culture and employee productivity.

As the workplace and health care landscapes continue to evolve, benefits managers will play a vital role in 2021: communicate with workers about how to make the best use of their current benefits while strategically looking ahead to 2022 for relevant benefits to help provide adequate protection.

With that in mind, these two meaningful actions are worth highlighting for benefits managers to consider in the year ahead.

Regularly communicate with employees about what is available now

By regularly communicating with employees on the benefits available and how to maximize them in the present, benefit managers can address workers’ concerns throughout the year. Since many employees may still be operating remotely and likely absorb information in varying ways, try leveraging a mix of communication tactics from emails and presentation decks to educational videos and digital handouts.

The prospect of hospitalization or serious illness, as well as heartbreaking losses of loved ones, became painfully tangible for many working Americans throughout the pandemic. These realizations encouraged many workers to choose voluntary benefits during the 2021 open enrollment period to help protect their income when faced with difficult circumstances.

However, these materials don’t have to add additional burden. Insurance companies like Aflac have many tools and communication resources for benefits managers to use now. Even if agents or advisors are unable to meet on-site to discuss various products, they are ready and willing to meet virtually via video or phone to help.

Offering one-on-one benefits consultations coupled with regular communications on benefits and online resources makes it easier for employees to feel confident in their benefits selection, remain aware of what is already available and rest assured they have adequate financial protection.

Relevant coverage for the new normal

As consideration is already under way for 2022’s benefits packages, keep in mind employees are expecting more benefits support from their employers. According to the 2020-2021 Aflac WorkForces Report, a full 63% expect at least one expanded benefit such as supplemental insurance or telehealth options, and 45% expressed high interest in pandemic insurance to help protect their income.

As a result of the pandemic, the popularity of services like telehealth, employee assistance programs and virtual counseling have rocketed. In addition, interest in supplemental insurance plans has also grown, as these help meet employees’ changing financial needs. Consider a product like Aflac’s BenExtend, which combines popular benefits from hospital indemnity, critical illness, accident and life insurance plans into one offering, providing benefits when an insured is diagnosed, treated or hospitalized for a covered sickness.

Showing goodwill to employees with benefits offerings

Benefits are one of the most meaningful ways companies can show employees they care. By offering an array of benefits and making sure employees are aware of how to best use them, businesses can help employees navigate challenging times and future challenges with greater ease and comfort.