When Susan became the HR manager at a growing tech company, she noticed a recurring problem. Despite offering a solid range of benefits—health, dental, vision—employees weren’t engaged. Each year during open enrollment, participation was low, and feedback was almost non-existent. It was clear that the benefits package, while good on paper, wasn’t resonating with the team.
Frustrated, Susan started asking around to understand what was going wrong. That’s when she discovered the real issue. Employees felt like the benefits didn’t meet their individual needs. One employee mentioned they didn’t have kids, so the family health coverage didn’t appeal to them. Another said they wished they had access to better mental health resources. “The benefits don’t feel personal,” was a phrase Susan heard more than once.
This is why they came to me for assistance. They needed help crafting a benefits plan that would actually work for their diverse team—a plan that would not only engage employees but also give them the flexibility to choose what mattered most to them.
The First Step: Understanding Employee Needs
My first priority was to understand exactly what the employees valued. Working closely with Susan, we sent out an anonymous survey to capture what the team wanted from their benefits. Were they looking for more comprehensive health coverage? Did retirement planning rank high on their list? Were wellness programs a priority?
The results gave us a clear picture. For example, many employees were in their late 20s and early 30s, so family health coverage wasn’t as important as individual wellness perks and mental health services. Others expressed a desire for better options in life insurance and retirement savings, especially those starting to think about long-term financial security.
With this knowledge in hand, I began building a benefits package that would allow employees to pick and choose what worked for them. **Personalization** was key. While core health coverage was still there, employees now had the freedom to add benefits based on their own life stages and priorities—whether that meant increasing their retirement contributions, opting for disability coverage, or selecting pet insurance for their furry family members.
Making It Simple with Technology
The next step was to streamline the benefits selection process. We replaced the outdated, paper-heavy system with a modern online platform that allowed employees to compare benefits at their own pace. With a few clicks, they could adjust their selections and see how different plans would impact their paycheck. The platform even included explainer videos to help them understand complex choices like high-deductible health plans and 401(k) matches.
The response was incredible. Employees appreciated the ease of use and the control they had over their selections. No more feeling overwhelmed or out of the loop—they could now make informed decisions about their benefits in a way that felt empowering.
Personalized Communication Matters
One of the biggest lessons I’ve learned working in employee benefits is that communication is everything. It’s not enough to simply offer a good range of options—you have to communicate them in a way that makes sense to each individual. This was something Susan’s company had been missing.
In the past, they sent out blanket emails explaining the benefits. But I knew that wouldn’t work for a personalized plan. So, we tailored our communications based on different employee demographics and life stages. For example, employees with young children received information about family coverage and dependent care. Employees nearing retirement were given detailed guides on saving for the future. Younger employees saw more content about wellness programs and mental health services.
This personal touch in communication made a huge difference. People felt seen. They didn’t just feel like another name on a spreadsheet—they felt like the company understood their individual needs.
The Results: A More Engaged, Loyal Workforce
When open enrollment came around that year, everything changed. Participation in the benefits program surged. Employees who had previously been disengaged were suddenly excited to take advantage of the new, customizable options. One employee shared, “This is the first time I feel like the benefits package actually fits my life!”
And it wasn’t just about employee satisfaction. The company saw a marked improvement in retention. Employees were happier, more engaged, and less likely to look for work elsewhere. By offering a benefits plan that felt personal, the company didn’t just improve morale—they strengthened their entire workforce.
Why Personalization is the Future of Benefits
This story is just one example of how a personalized approach to benefits can transform a company. By offering employees the ability to choose what’s important to them—and making the process easy and clear—businesses can create a stronger connection with their team. That’s why more companies are reaching out for help: they understand that a one-size-fits-all approach no longer works in today’s workplace.
If your company is looking to increase engagement and retention through a more personalized benefits package, now is the time to act. A tailored plan not only attracts top talent but shows your employees that you genuinely care about their well-being.
Because at the end of the day, **it’s not just about offering benefits—it’s about offering benefits that matter to them**.
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