While open enrollment can be challenging for employees across the board, younger workers are especially likely to need extra support since they’ve had less experience with benefits than older colleagues. For many, it’s the first time they’re actively choosing a benefits package.
Gen Z—defined as individuals born between 1997 and 2012—now makes up a growing share of the workforce. According to a MetLife study, 60% of Gen Z employees don’t fully understand their benefits and say they lack the resources to navigate open enrollment effectively.
In fact, 57% of Gen Z workers rely on recommendations when selecting benefits, yet only 3 in 5 feel confident in the choices they make (source: Justworks).
For employers, unclear communication only compounds this confusion. On the flip side, clear and engaging outreach builds confidence and improves overall satisfaction with benefits.
Educating & Communicating with Gen Z
As many Gen Z employees face the complexities of insurance and benefits for the first time, employers can play a pivotal role in guiding them. Try these strategies to close the communication gap:
Tailor Your Communications
The way you structure and deliver open enrollment messages will determine how well they land. Always highlight key dates, required actions and what happens if deadlines are missed.
Gen Z tends to favor digital-first formats. Consider using:
- Short form videos of podcasts
- Social Media (LinkedIn, Instagram)
- In-person discussions or benefits fairs
- Team messaging platforms (Slack, Microsoft Teams, Discord)
- Text messages for urgent reminders
These formates align with Gen Z's preference for concise engaging and interactive content.
Define Acronyms and Key Terms
Benefits materials are often full of jargon and acronyms, which can cause confusion or even decision paralysis. Simplify your content by using plain language and offering quick definitions:
- PPO (Preferred Provider Organization): A flexible health plan for choosing doctors and hospitals.
- Deductible: The amount an employee pays before insurance coverage begins.
- OOP (Out-of-Pocket Costs): Expenses not covered by insurance.
Breaking down these terms builds trust and helps employees feel more confident about their decision.
Highlight Your Full Suite of Benefits
Health insurance may be the centerpiece of your benefits package, but it’s not the only one that matters. Open enrollment is a great time to spotlight often-overlooked benefits like:
- 401(k) retirement plans
- Financial planning resources
- Wellness programs, mental health support or security benefits
Make sure employees who stay on their parents’ health plans know they may still be eligible for other valuable perks outside your company’s health coverage.
Communicate Year-Round
Open enrollment might get the most attention, but benefits education shouldn’t be a once-a-year event. Sharing resources year-round relieves HR pressure during peak seasons and gives employees more time to absorb information.
For Gen Z in particular, financial stability is a top priority. Emphasizing the financial value of smart benefits choices can motivate them to use available resources all year long.
Support Time Management During Enrollment
The open enrollment process can feel overwhelming—especially for first-timers. Encourage employees to take their time to research, compare and finalize decisions. Proactive support like Q&A sessions or tech tools can reduce stress and ensure they don’t miss key opportunities.
Final Thoughts
Open enrollment gives employers a unique chance to connect with Gen Z workers in meaningful ways. By improving communication and making the process more accessible, you’ll build trust, improve job satisfaction and boost confidence in benefits decisions. Ultimately, you’ll strengthen retention, attract the next generation of talent and positively impact your bottom line.
Reach out to our benefits consultants to learn more about refining your open enrollment strategy!
More Blogs About Employee Benefits
Conquer the Stresses of Open Enrollment
How to Make Communications Your Benefits Plan Superpower
This content is not intended to be exhaustive nor should any discussion or opinions be construed as legal advice. Readers should contact legal counsel or an insurance professional for appropriate advice. Gregory & Appel is neither a law firm nor a tax advisor; information in all Gregory & Appel materials is meant to be informational and does not constitute legal or tax advice.