While companies are increasingly adopting microsites, apps, HRIS systems, and other technologies to communicate their plans to employees, the benefits guide remains a common practice for organizations to showcase their insurance options and rewards or to use as a recruitment tool.
But there’s a common dilemma when it comes to benefits guides—one I often hear from HR leaders: how to manage multiple versions for multiple audiences. It is important, after all, to cater to different employee groups to make sure each one understands the value of their benefits plans. Yet, it can be time-consuming to develop, review, and update multiple versions. Let’s face it: when juggling multiple documents, you’re more likely to make mistakes. Consolidating versions may help reduce the risk of errors.
Let's explore a few common scenarios where we can develop benefits guides to educate different groups of employees without reinventing the wheel for each group.
If the main differentiator among brands is the look, logo, or company name—rather than services or products—consider implementing a “blended brand” that represents the entire organization. Add an introductory message such as, “The ABC Holdings family, which includes XYZ brands, comprises ‘The Company.’” Then, simply refer to “The Company” throughout the document.
This approach maintains brand recognition while presenting a unified message. Adding multiple logos on the cover page or in the introduction can also emphasize representation and remind employees that they’re part of a larger organization.
How about an organization that employs both hourly and salaried employees? Or maybe some employees are paid biweekly while others are paid monthly? In these scenarios, it’s more efficient to offer monthly rates or omit the cost for coverages in the guide entirely rather than listing each unique premium and rate for each audience. Instead, direct employees to your online enrollment site to calculate and view costs based on their unique needs and chosen benefits. If you don’t have the convenience of an online platform, consider providing an addendum page for each unique group while keeping a core generic guide for your largest audience.
This scenario can be challenging but can be managed by paring content down to be slightly generic yet still tailored. For example, we have a client operating in multiple states that offers different medical benefits to employees in each region to reduce costs and improve access to providers.
Here’s how we handle their communication materials:
This is an example of communication shared with the company’s workforce that provides easily digestible background on why the decision was made to structure the program this way and what action they need to take:
"Because ABC Company employees have unique needs, we offer different medical plans through multiple carriers based on where you live. This ensures you have access to the care you need based on your location and saves both you and the company money on medical premiums. Regardless of your location, the ABC Company medical plans include access to network and non-network providers, preventive care covered at 100%, and an out-of-pocket maximum to protect you financially should you suffer a major medical expense. Refer to our enrollment portal for details on the plan available to you."
Tip: Provide additional generic guidance: Supplement the above communication by offering education on the importance of preventive care, the convenience of registering on carrier sites and apps, and other cost-saving features such as telemedicine or concierge claims services.
Let’s say for example that salaried employees receive a higher maximum benefit for disability than hourly employees. Some employers may want to be transparent and show the difference to motivate employees to grow in their careers, while others may prefer not to highlight these differences. In that case, you could provide general information but leave out the maximum and refer to the plan certificate for details of their coverage.
In the case of disability programs specifically, it’s often the maximum benefit dollars or occupation language that differs, and those details aren’t typically considered until the time of need arises. So, in this scenario, ask yourself if a separate version warranted?
Tip: Where to go for more: Make sure employees know where to get additional information, whether it’s an online portal or directly from the carriers. Many employees will reach out to HR with questions that are best answered by the insurance carriers, especially those related to HIPAA concerns.
Depending on your document’s length, publishing separate guides based on language can be the best option. However, there are strategic layouts that can support multiple languages within one document. For example, you could use the top half or right-facing page for English and the bottom half or left-facing page for a secondary language. This format could benefit multicultural families who are fluent in multiple or less dominant languages. Another consideration when language needs vary is to explore online platforms that allow browser settings to automatically adopt the user’s language and translate the web page.
Just remember, if you deploy a benefits guide or other format, the goal is to “market” your company plans to your employee base—but not to be overly exhaustive in the details. That’s the job of your plan documents (SPDs, SBCs, certificates, etc.). By following the benefits guide strategies outlined here, you can effectively convey the value and protection of your plans to all employees while reducing, and in some cases eliminating, the need for multiple versions.
Christina Biddle
Vice President, Director
Employee Benefit Communications
