How to Grow Employee Ownership of Benefits

HR leaders know that offering great benefits isn't enough, as employees need to understand them, use them and see their value. Too often, employees underuse their benefits because they don’t know what’s available or how to take full advantage of the services.

Growing employee ownership of benefits means shifting from passive participation to active engagement. When employees take charge of their health, finances, and well-being through the resources you provide, everyone wins. 

Follow these tips to discover how increasing benefits ownership drives better health outcomes, offers a bigger ROI, and leads to a healthier workforce.

Gauge employee sentiment

Start by surveying employees about their feelings toward current benefits and what kind of future benefits they want to see you implement. You also want to ask about what’s lacking and how you can improve existing benefits.

Sample question may include:

• Do you feel your existing benefits coverage is adequate?
• Are you worried about out-of-pocket costs?
• Have you avoided taking medication due to cost?
• Which benefits have you used in the last year?
• Which benefits are you unsure how to access?
• What would make it easier to take advantage of your benefits?
• What benefits could we provide to better support your health?

Include questions that measure how well employees understand and remember their benefits. Many may not realize what’s available or may have forgotten since open enrollment. 

Sample question may include:

• Do you know you have access to free advanced primary care through our employee health center?
• Have you used your current benefits for mental health support, physical therapy, or health coaching?
• Did you know you have access to personalized diabetes management support?

When employees see that their input leads to meaningful changes, like simpler enrollment processes or better access to primary care, they’re more likely to engage and take ownership.

Tailor benefit communications to resonate with employees

Next, tailor your communication strategy and resources to meet the needs identified in your employee survey. When communication feels targeted and relatable, it will resonate with employees.

Segment your messages based on employee needs, roles or life stages. A Gen Z employee needs different benefits than someone nearing retirement. Use multiple communication channels, including email, Teams and Slack messaging, video, and in-person huddles. Be sure to repeat the message often. 

If possible, promote real employee success stories. When employees see coworkers improving their health or saving money through a benefit, they’re more likely to take interest and act. 

You can also recruit employee champions across departments to promote benefits to their teams, answer questions, share their experiences and build trust through peer influence. Employees are always going to believe a teammate over a pamphlet from HR.

Incentivize employees to engage with health benefits

Offering incentives motivates employees to explore and use their benefits. When you reward people for taking simple actions, such as completing a health risk assessment, attending a benefits webinar, or scheduling a preventive checkup, you create a clear reason to engage.

Incentives don’t have to be large to be effective. Gift cards, wellness points, extra PTO, or HSA contributions can spark interest and drive participation. 

Many employers incentivize workers to get a biometric screening annually — which can detect Type 2 diabetes, high blood pressure and high cholesterol — and then meet with a provider to discuss the results. This simple act can catch some of the most common chronic conditions, while also creating that first touchpoint with a provider. 

Growing employee ownership starts with HR

Ultimately, increasing employee benefit buy-in takes more than offering a robust package. It requires ongoing education, targeted communication, and a culture that encourages engagement.

HR leaders play a key role in making this happen. By listening to employee feedback, promoting success stories, offering incentives, and simplifying access, you can turn your workplace benefits program into a powerful tool to enhance employee health and reduce costs.