If there’s one place where a little humanity can go a long way, it’s benefits communication. Most employees don’t wake up excited to decode plan summaries or compare deductibles. They want help. They want it to be easy. They want to feel like their employer sees them as an individual, not as a data point or line in a spreadsheet.
In a recent survey, the Employee Benefit Trends Study by MetLife, more than 55% of employees said they wish they received more personalized benefit recommendations, and about half said they would feel more cared for if their employer improved its benefits communications.
Gen Z is raising its hand the highest. They’re early in their careers, on track to becoming the largest generation in the workforce, and they’re not shy about saying what isn’t working. The majority say the benefits information they get doesn’t feel relevant to them. Almost 70% of Gen Z employees surveyed said they want communication throughout the year, not just during open enrollment. It makes sense: they’re the least experienced at choosing and using benefits. In MetLife’s data, more than half of the Gen Z respondents said parts of their benefits are confusing.
The lesson isn’t that we need to bombard people with more emails every fall. It’s that benefits deserve the same thoughtful, year-round approach we give to any product that requires education, context, and follow-through.
Personalization doesn’t have to mean anything invasive or overly targeted (like how one’s phone tracks their online activity and queues up hyper-specific ads). It simply means grouping people by life stage, needs, or behavior, and then offering guidance that actually fits. It’s about meeting employees where they are with information that feels timely and digestible.
A personalized approach doesn’t have to be complicated. Start with the basics:
- Use plain language instead of jargon
- Keep messages short and mobile-friendly, with links for anyone who wants to dig deeper
- Offer decision-support tools that narrow choices to a few good options instead of overwhelming people
- Make sure content is accessible, inclusive, and translated when needed so everyone can see themselves in the message
Technology can help deliver information, but it can’t replace a real conversation. Quick one-on-one or small-group webinars often surface questions people would never ask in an in-person session. In-person cues like body language, tone, and energy make it easier to slow down, clarify confusing topics, and guide people toward what matters most. When someone understands what they need (saving for retirement), sees the path (the company retirement plan), and gets immediate help (a one-on-one session), they’re more likely to leave with a decision made and momentum to act. Those moments send a clear message: the company is invested in them.
Transparency matters just as much. Employees today expect to understand how their compensation works, how the company’s investments benefit them, and how their benefits stack up elsewhere. Total rewards statements can help paint that picture, but they’re only one piece of the puzzle. Showing people how to use their benefits when it counts is what can really build trust.
Another great way to win people over through transparency is with a simple, customized benefits website. The benefits website can become a mobile-friendly hub where employees and their dependents find benefits info at any time.
Picture this: You wake up with severe flu symptoms and don’t want to drive to a doctor. You shouldn’t have to dig through old emails or bookmarks. Instead, you should simply be able to open the site, search “virtual care,” and get the info fast: who’s eligible, what it costs, how to start a visit, and a button to call if you’re stuck. The same site can house ID cards, plan contacts, and guides for moments that matter, like when you need to fill a prescription, have a mental health check, receive fertility treatment, or make an appointment for dental care. The benefits website can become a single source of information that reduces confusion and workload for the HR and benefits teams.
Benefits shape real lives. They touch family, well-being, and long-term security. Close the loop with the human element. Listen, tailor, and keep the benefits conversation going.