Many employers reach a point where benefit communication become too complex, too time-consuming or too important to manage with generic materials alone. It may be time to hire a benefit communications firm when employees don’t understand or use their benefits well, when a major change requires clearer guidance, or when internal teams are stretched too thin.
“They don’t know that there is a company separate from their brokerage that can come in and build their custom communications,” said Melissa Cotterill, vice president at Westcomm. “A lot of times we hear, ‘We had no idea there were companies out there that can do that.’”
Some employers may search for a benefits communication agency, but the need is often broader: a strategic partner that can help employees understand and use their benefits. In this article, we’ll explain signs it’s time to bring in a benefit communications firm, what to expect, and how it can partner with internal teams and brokers.
Signs It’s Time to Bring in Outside Benefits Communication Support
Employers usually consider when to hire a benefit communications firm when their current approach is no longer helping employees understand and use their benefits well. This often shows up in four ways:
- Communication is too generic. Materials may check the box, but they aren’t helping employees make decisions. You might have plan information, but not an employee-centered communication strategy.
- Employees are confused. Open enrollment feels overwhelming, similar questions keep coming to HR, and high-value programs go underused.
- Internal teams are stretched too thin. They do not have the time or capacity to give benefits communication the attention it needs.
- The stakes have changed. A reorganization, merger, vendor change, rising cost pressure, or other major shift has fundamentally changed what the organization needs from its benefit communications.
Sometimes pressure is directly tied to cost and behavior change.
“The employer knew they had to cut costs. And the only way they could cut costs from their plan was to change employee behavior and to engage them differently,” Cotterill said.
Strategic communication can help employers influence how employees understand, choose and use their benefits — all of which can affect the value employers receive from their benefits investment.
What Does a Benefit Communications Firm Do?
- Clearer communication. A benefit communications firm helps employers turn complex benefits information into communication employees can understand and use.
- Better decisions. Strong benefits communication explains what a benefit is, why it matters, and what the employee should do next. It also helps employees compare options, understand tradeoffs, and make more informed decisions.
- Support beyond open enrollment. Open enrollment is one important communication moment, but employees make benefits-related decisions throughout the year. A benefit communications firm helps employers communicate when those messages matter most.
Depending on the employer’s needs, that may include benefit guides, enrollment campaigns, emails, FAQs, videos and year-round education.
How Westcomm Works with Brokers and Internal Teams
Internal teams know the organization, the employee population, and the business priorities. Brokers often focus on the health plan design and compliance.
Westcomm works as an extension of the team, combining deep benefits knowledge with communication strategy designed for employees. Our team creates the strategy and has experienced account managers, writers, designers, and video animators to execute the communications.
We speak the language of benefits and understand how to communicate intricate plan details to employees so they can take action.
“We are actively thinking on your behalf and giving you ideas,” said Guy Westermeyer, president of Westcomm.
For some employers, that means strengthening the communications already in place. For others, it means outsourcing benefits communication work to Westcomm so internal teams can stay focused on other priorities.
“Often, internal teams don’t have the time to devote to benefit communications,” said Westermeyer. “We take a burden off their shoulders.”
Final Thought
If employees are confused, communications feel too generic, internal teams are overextended, or the demands on benefits communication have changed, it may be time to bring in a benefit communications firm.
Westcomm works as a thought partner to employers, brokers, and internal teams, helping employees better understand their benefits, make informed decisions and take the next steps.
Talk with Westcomm about how strategic benefit communications can help employees better understand and use their benefits.
