The Power of Video Communications in Benefits Open Enrollment: Why You Can’t Afford to Miss Out
Open enrollment season is just around the corner. For many HR professionals, business leaders, and employee engagement specialists, it’s one of the most critical times of the year. But how can you ensure your employees are fully engaged, informed, and making the best benefits choices for themselves and their families?
If your benefits communications don’t include video, you may be missing out on a game-changing tool for education and engagement. The rise of video as a primary communication medium is undeniable, and the stats tell a staggering story.
Why Video?
Video consumption is booming. In fact, by 2024, online videos will make up more than 82% of all consumer internet traffic—15 times higher than in 2017. What does this mean for you? Employees are already accustomed to consuming information in video form and expect the same experience at work.
Now, consider this: A study by Forrester Research found that employees are 75% more likely to watch a video than read documents, emails, or web articles. And let’s face it—benefits information is complex. Trying to explain copayments, deductibles, and Health Savings Accounts through lengthy emails and pamphlets can be overwhelming for employees.
By incorporating video into your benefits communications, you’re simplifying the information, making it digestible, and more importantly, making it engaging.
Video Boosts Retention and Understanding
When you use video to explain benefits, you’re doing more than just providing information—you’re improving understanding. Studies show that viewers retain 95% of a message when watching it in video form, compared to just 10% when reading it in text. This higher retention rate can make a world of difference when it comes to important decisions about health plans, retirement savings, or insurance coverage.
At brand28, we see this firsthand. Our clients tell us that their employees are more engaged, more informed, and more confident about their benefits selections after watching our benefits videos. By turning complex subjects into easy-to-follow, relatable content, videos ensure employees feel more empowered to make the right decisions.
Increasing Engagement When It Matters Most
Engagement matters—especially during benefits open enrollment, when employees have to make critical decisions about their health and finances. Yet, research from Gallup shows that only 15% of employees are actively engaged at work.
Here’s the kicker: when video is part of your communication strategy, engagement skyrockets. Emails with video see a 300% higher click-through rate than those without. Imagine the impact of video reminders, explainers, and walkthroughs for your benefits package, all delivered in a format that your employees will actually click on and watch.
Don’t Let Open Enrollment Overwhelm Your Team—Simplify with Video
Still sending out long, text-heavy emails or benefits guides in print? If so, you're likely losing your audience before they get past the second paragraph. In today’s fast-paced work environment, employees want quick, easy-to-understand information. And video is the answer.
Here’s our advice:
Keep it Short and Sweet: Employees are more likely to watch videos that are under five minutes. Use concise, targeted messaging to get the point across quickly.
Make It Relatable: Avoid jargon and use a conversational tone. Employees should feel like the content is speaking to them directly.
Break Down Complex Topics: Benefits terms can be confusing. Use video to visually break down complex topics like deductibles, copays, and retirement options.
Include a Call to Action: Guide your employees on what to do next, whether it’s selecting a plan or learning more about specific options.
The Bottom Line: If You’re Not Using Video, You’re Missing Out
In today’s digital-first world, video is not just a nice-to-have—it’s a necessity. If you’re not leveraging video communications during benefits open enrollment, you’re missing a key opportunity to engage your employees in a meaningful way.
Ready to revolutionize your open enrollment communications?
Click below to learn more about how our benefits videos can simplify your messaging and empower your employees to make the best decisions.
Don’t let your employees be left in the dark this open enrollment season. Let brand28 help you light the way with video.