Flimp, a leading provider of employee benefits communications and decision-support tools, has released its 2023-24 Open Enrollment Case Study and Trends Report, showcasing an average engagement rate of 70% across 14 industries. The study analyzed campaigns from 235 employers reaching 842,000 employees, highlighting the effectiveness of multimedia and mobile-friendly benefits communications in today's diverse work environments.
The report's findings underscore the importance of innovative communication strategies in employee benefits. With an even higher engagement rate of 87% for first-time users of Flimp's Digital Postcards, the data suggests a strong employee appetite for interactive and accessible benefits information. These Digital Postcards, which integrate videos, benefits guides, and decision-support tools, have proven particularly effective in reaching remote, in-office, and field-based employees.
One notable trend revealed in the report is the rise in mobile engagement. As companies adopt more robust, multichannel approaches to benefits communication, including the use of QR codes on physical materials, mobile views of these campaigns increased to 19% this year. This shift reflects the growing importance of providing flexible, on-the-go access to benefits information for today's workforce. QR code engagement showed promising results, with a 70% engagement rate and mobile rates climbing to 29% for Flimp-created QR codes, demonstrating the potential of bridging physical and digital communication channels.
The study breaks down engagement rates by industry, offering valuable insights for HR professionals and benefits administrators. Construction led with a remarkable 117% engagement rate, followed by banking and financial services at 90%, and consumer products and retail at 89%. These figures suggest that certain sectors may be particularly receptive to digital benefits communication strategies.
Wayne Wall, CEO of Flimp, emphasized the link between high engagement rates and client retention, stating that exceptional engagement rates keep retention rates high year after year. This connection highlights the critical role that effective benefits communication plays in overall employee satisfaction and retention strategies.
The report provides detailed data on various aspects of benefits communication campaigns. On average, employees spent one minute engaging with content, and a total of 415,733 actions were taken across all campaigns, including video views. The use of countdown clocks in over 37% of campaigns and the inclusion of 1,106 videos across 255 campaigns demonstrate the diverse tactics employed to capture and maintain employee attention.
For employers and HR vendors, the report offers valuable benchmarks and insights into effective benefits communication strategies. As companies continue to navigate the complexities of remote and hybrid work environments, the ability to effectively communicate benefits information becomes increasingly crucial for employee engagement, satisfaction, and retention. The findings suggest that investing in multimedia, mobile-friendly benefits communication tools can yield significant returns in terms of employee engagement and understanding.
This is particularly relevant as organizations strive to differentiate themselves in a competitive labor market where comprehensive benefits packages can be a key factor in attracting and retaining top talent. As the landscape of work continues to evolve, the insights provided by Flimp's report offer a roadmap for organizations looking to enhance their benefits communication strategies. By leveraging digital tools, embracing multichannel approaches, and focusing on engagement, companies can ensure that their employees are well-informed and empowered to make the best decisions regarding their benefits.
