U.S. workers want more detailed and frequent information about their workplace benefits, according to a new study by LegalShield. The survey highlights a growing demand for personalized benefits communication, potentially reshaping how employers and HR departments approach enrollment periods.
“We’re finding that employees are choosing benefits like they choose a smartphone: They’ve come to demand an experience that features great support, personalization, and a clear value for the money,” says Emily B. Rose, LegalShield’s president of business solutions. “These findings illustrate a pivotal moment for employers and providers alike to rethink how they deliver the benefits experience.”
The study uncovers a strong desire for customization in benefits communication. Most (89%) employees want information tailored to their age, gender, and location. The preference for personalization extends to the level of detail provided, with more than half of respondents (52%) stating that current benefits information lacks depth.
American workers are seeking more frequent and accessible information about their workplace benefits, the study found. Over half of employees (51%) desire updates more than three times a year on what their benefits have to offer. Moreover, 79% express interest in having access to a live representative for benefits questions, highlighting a gap in current support systems. This gap is underscored by a third of respondents reporting inadequate support for their current benefits choices.
The content and delivery method of benefits communications are equally important to employees. The survey found that employees prioritize money-saving tips (41%), news about new benefits (39%), and guidance for life events (38%) in benefits communications.
Email (41%) emerged as the preferred channel for receiving benefits information, with in-person meetings (27%) also ranking highly. Despite these preferences, nearly half (45%) of employees report difficulty finding relevant information in the materials provided. These findings suggest that even companies with comprehensive benefits packages may face challenges with employee satisfaction if they use generic communication methods.
