Communication will be even more crucial than it is now. As hard as it has been for employees to understand and use the healthcare coverage plans their employers offer, massive PPACA changes promise to make it even tougher. Typically, the only information employees receive about coverage plans is delivered during open enrollment—and then it’s in one ear, or eyeball, and out the other. Benefits experts feel that information is nowhere near enough.

Among them is Jennifer Benz, an award-winning communications consultant and head of Benz Communications, who firmly believes that ongoing use of social media is one of the best ways to keep in close touch with employees about their benefits. Normally, what employees get is a complex printed summary of what’s covered under the available plan(s)—one that they find hard to navigate. And, whether it’s understandable depends heavily on the employer’s insurance carrier and/or broker.

In addition, there may be one or more employee seminars offered by the carrier or broker to inform employees. But all of that occurs once a year and within a brief period during open enrollment. Imagine, instead, an ongoing, interactive flow of communication and information. Says Benz, that’s what the use of social media can provide.

Media like what? Benz urges employers to focus on the social media tools most relevant to employee communications. Perhaps the most-favored format, she implies, is an HR benefits blog. It’s an easy way to publish content and gives readers the chance to respond with comments or questions—thus creating an ongoing dialog with HR that will then be visible to any other employee who accesses the blog. Suggests Benz: “Consider having your benefits team start a blog about tips on getting the most value from your programs.”

Other possible media include podcasts and videocasts—online audio and video clips that can be played on computers or iPods. You could record and then periodically rebroadcast an open-enrollment information session, or ask top management to promote a new benefit program or explain changes to an existing one.

Think about the possibilities: Review the investment opportunities available under your 401(k) retirement savings plan, explain upcoming plan changes to comply with PPACA, talk up the latest additions to your wellness program. Or, interview wellness participants about what they feel they’ve accomplished (such as weight loss, smoking cessation, increased energy because of exercise, collaborations developed through a walking program).

Beyond blogs, podcasts, or videocasts, the possibilities go on: There are Facebook, LinkedIn®, and many others—some of which will facilitate your opening them to employees’ family members, always a desired audience for benefit information.

Some guidelines: If your organization is already using social media—even if only on a limited basis—as a marketing tool, for example, you’re better-prepared to use these tools for benefits communication. HR can talk with current corporate users to become more familiar with how to make the best use of them. Says Benz, “Remember to keep your communication simple. Test employees’ understanding and acceptance of benefit changes you’re making. Post regularly throughout the year, but a blog doesn’t have to be updated every day.”

Make sure you have the resources to keep your chosen medium current. And, remember that these media are very inexpensive and will take less time than preparing and distributing brochures or letters. Best of all, consider the potential time-savings for HR: Instead of answering the same question from 20 employees by phone or in person, put the answer in your blog.

Now’s the time: With changes under PPACA coming fast, get going with a social medium for benefits communication. It will be increasingly important to keep employees current about healthcare coverage, answer their questions, and gain their acceptance of new features that will be rolling out over the next 8 years.

This article is provided to members of the Northeast Human Resources Association
as a member benefit, compliments of Business and Legal Resources, Inc.