The Campaign Mindset: Why HR Leaders Need to Run Open Enrollment Like a Marketing Program

Many HR teams are already sending emails, posting to the intranet and distributing benefits guides during open enrollment (OE). The problem is that those channels are often operating in silos. Each one delivers a different message, in a different format, at a different moment. This process lacks a unifying strategy designed to build comprehension and drive action. 

This ebook makes the case for a different approach: one grounded in marketing science, built around a single repeatable framework and designed to reach the employees who need it most. Omnichannel open enrollment communications is not a luxury reserved for large employers with expansive budgets. It is the baseline standard for any OE program that is serious about turning employee intent into informed enrollment decisions. 

The pages ahead give you both the strategic rationale and the practical tools to run a program designed to move people to act. 

What's Inside the Ebook 

This guide is built for HR leaders, benefits administrators and total rewards professionals who want to treat open enrollment communications with the same strategic rigor they bring to every other organizational initiative. Inside, we walk through the frameworks, channel guidance and practical tools that make omnichannel OE communications both achievable and measurable — even for small teams. 

Key Takeaways 

• The critical difference between multichannel and omnichannel. Learn why most HR teams are already multichannel but not yet omnichannel — and understand exactly what it takes to make that shift. 
• A channel-by-channel optimization framework. Get specific guidance on how to use email, benefits hubs, video, instant messaging, SMS, manager talking cards, and print materials. 
• A four-phase planning framework for year-round execution. We share a proven cycle that helps your team stay ahead of deadlines, avoid last-minute scrambles, and continuously improve outcomes season over season. 
• A minimum viable omnichannel program any team can execute. We outline exactly what a two-person HR team needs to run a complete omnichannel OE program 

Ready to Transform Your Open Enrollment Communications? 

Download The Campaign Mindset: Why HR Leaders Need to Run Open Enrollment Like a Marketing Program and get the framework, tools and channel playbook your team needs to drive real employee action this OE season.