4 shifts in employee benefits that all communicators must understand

The last time your company’s acronym-laden benefits strategy made it across your desk, you may have shoved it aside with little thought or regard. You have medical insurance. You have dental insurance. And you have a savings account.

Anything beyond that only matters to other departments, not yours. Right?

Not anymore. Your company’s benefits strategy—and, more importantly, the outcome—is tied to your role in internal communications or PR in more ways than you know. The national media is putting more attention than ever on employee benefits—while your company is likely asking individuals to do more than ever before. Ignoring the delicate and personal nature of benefits communication puts your company at risk of employee backlash or your next PR headache.

There are four major shifts happening in benefits right now that all communicators need to know about:

1. Health care reform will touch nearly every department in your company for years to come as coverage expands and new communication requirements become law.

2. Wellness programs are getting more aggressive and reaching further into personal space.

3. Few people are prepared for retirement—and changes in 401(k) rules are only going to confuse people more.