Each year, Open Enrollment (OE) brings an opportunity for employees to make critical decisions about their benefits. But engaging a workforce that spans multiple generations isn’t always easy. After all, every generation in your company—from the tech-savvy Gen Z to the experience-rich Baby Boomers—has unique preferences and expectations.

To make matters more complicated, how you communicate with employees during the OE period can make or break the entire experience. If you don’t engage your employees effectively, your team might miss out on valuable employee benefits or simply stick to the status quo.

One key to a successful OE is understanding these generational preferences and tailoring your communication to meet their needs. The following HR guide will walk you through how to engage different generations during OE, ensuring that no one is left out of the conversation.

Gen Z (Born 1997-2012)

Gen Z is rapidly entering the workforce in record numbers. They are projected to make up about 30% of the U.S. workforce by 2030, filling nearly 50 million jobs across the country. As the youngest generation in the workplace, they’ve grown up in a world where the internet, smartphones, and social media are second nature.

For them, digital connectivity is not a luxury; it’s a necessity. When it comes to Open Enrollment (OE), they won’t be interested in flipping through thick booklets or sitting through lengthy seminars. Gen Z expects quick, easily accessible information right at their fingertips.

So, how can you ensure your OE process meets their expectations? Follow these tips to engage them:

• Leverage digital platforms: Make sure your OE materials are available online and optimized for mobile devices. They are more likely to engage with content through apps, emails, and social media rather than traditional methods.
• Keep it short and engaging: Gen Z has an attention span of 8 seconds, so your OE communication must engage them almost instantly. Use concise, visually appealing content such as infographics, short videos, or interactive tools to explain benefits.
• Be authentic and transparent: Gen Z has a keen sense for authenticity. Share real stories from employees about how the benefits you’re offering have positively impacted their lives. Transparency builds trust and makes your messaging more relatable.
• Offer personalized options: Gen Z appreciates personalization. Tailor your communication to address their specific needs. For instance, you can offer voluntary benefits focused on mental health resources, financial wellness programs, or pet benefits that resonate with their lifestyle choices.

Millennials (Born 1981-1996)

Millennials already make up the largest segment of the workforce and are expected to make 75% by 2025. They came of age during rapid technological advancements, economic challenges, and a growing emphasis on work-life balance.

This generation values authenticity and demands transparency from their employers. They appreciate when communication is clear, personalized, and directly relevant to their lives. Follow these tips to engage millennials during OE:

• Use storytelling: Millennials connect with stories. Share real-life examples of how specific benefits have positively affected employees. Personal stories make the information relatable and illustrate the practical value of your benefits.
• Be clear: Millennials want to understand exactly what they’re getting and why it matters. Clearly explain the benefits, costs, and any potential trade-offs so they can make informed decisions.
• Address life stages: Segment your communication based on life stages—such as those with young families versus those focusing on career growth—and provide relevant information accordingly.
• Leverage technology: While not as dependent on technology as Gen Z, Millennials are tech-savvy and appreciate digital tools that make their lives easier. Offer interactive platforms where they can explore benefits, calculate costs, and compare options.
• Highlight long-term value: Millennials are thinking ahead. Emphasize how certain benefits can support their future goals, whether it’s building financial security, advancing their careers, or maintaining a healthy work-life balance.

Generation X (Born 1965-1980)

Generation X is often described as independent and self-reliant. They’ve witnessed significant cultural and technological shifts, from the rise of personal computing to the dawn of the internet. This has shaped their preference for direct and no-nonsense communication.

During OE, they don’t want you to bombard them with fluff; they want the facts, and they want them fast. Here’s how to engage them:

• Prioritize clarity and detail: Provide comprehensive details about each benefit, including the pros, cons, and implications for their specific situation.
• Use direct communication channels: Given Gen X’s preference for direct, concise communication, you can engage them using emails and face-to-face meetings. Ensure your emails are concise and to the point, and offer opportunities for in-person or virtual meetings where they can ask questions and get personalized advice.
• Use detailed explanations: Generation X wants to understand the implications of their choices. Explain each benefit option thoroughly, including costs, coverage, and potential long-term effects. They appreciate knowing all the facts upfront.
• Respect their time: Provide tools that allow them to compare options quickly, such as side-by-side comparisons of benefit plans. You should also ensure that any presentations or seminars are focused and time-efficient.

Baby Boomers (Born 1946-1964)

Baby Boomers are the most experienced generation in the workforce, often holding senior positions or approaching retirement. They have witnessed the evolution of the workplace from manual processes to digital integration, yet they tend to favor traditional methods of communication.

This generation values formality and structure, preferring clear, well-organized information that allows them to fully understand their options. The best ways to engage them include:

• Provide printed materials: Baby Boomers appreciate having physical documents that they can review at their own pace. Offer comprehensive brochures or booklets that detail each benefit option, allowing them to digest the information without feeling rushed.
• Organize group seminars: Schedule structured sessions where you can walk through the benefits, answer questions, and provide detailed explanations.
• Use formal communication channels: Baby Boomers respond well to formal communication methods such as letters or detailed emails. Keep the tone professional and present all information in a clear, straightforward manner.
• Highlight retirement and health benefits: Focus on the benefits that matter most to them, particularly those related to retirement planning, health care, and long-term financial security. Make it clear how these benefits will support their future goals and provide peace of mind.

Ensure Your OE Success with Pet Benefit Solutions

Engaging a multigenerational workforce during open enrollment requires a tailored approach that speaks to the unique preferences of each group. From digital natives like Gen Z to experienced Baby Boomers, understanding how to communicate effectively can make all the difference in boosting participation and satisfaction with employee benefits.

One benefit that resonates across all generations is pet benefits. Pets play a significant role in the lives of many employees, offering emotional support, companionship, and even health benefits. Including pet benefits as part of your OE offerings can increase engagement and satisfaction across the board.

If you’re looking to enhance your open enrollment strategy, partner with Pet Benefit Solutions for voluntary pet benefits. We offer multiple plan options to help your team care for every member of their pet family. Request a proposal today to learn how we can help make your open enrollment season a success!