Employees are more gung-ho about savings and their health than ever, which is great news for anyone trying to build up a safe, covered workforce. The flip side of this? Employees are nervous about the state of the economy. The fragility of the status quo for many was highlighted during the uncertainty of the pandemic, and now, employees might feel good about their savings, but downright determined not to spend any of it.

This kind of thinking can lead to inadequate benefits coverage, spending too much on high-cost healthcare plans which aren’t appropriate for their needs, or remaining averse to seeking care even when they’ve got the coverage. How can you encourage your employees to think differently about their benefits spending?

The answer is in positive marketing.

Marketing is all about an emotional state: appealing to the viewer’s senses in a way which elicits an action. Whether it’s nostalgia, hope, or fear, marketing messages are all about plucking the strings of a consumer’s psyche and promising them an answer: more of this feeling, or less of this feeling, depending on the desired outcome.

Positive marketing hinges on the more side of things. Positive marketing’s entire premise is that consumers will feel better and be better off after they acquire this product. It solves their problems, it delivers value, it eases worry.

Focusing on addressing your employees’ worries with positive messaging can go a long way towards enhancing the benefit-employee match during Open Enrollment.

For example, if the first thing employees focus on are hefty out-of-pocket expenses, they may not believe a high deductible healthcare plan could work in their favor. Showcasing the benefits for individuals with low risk factors, including pre-tax savings with an HSA, could help shift their opinion of deductibles and allow them to make a more informed, personalized decision.

So as you’re framing your benefits talking points for the coming Open Enrollment period, as yourself: what are the gains my employees stand to achieve with different benefit types? Instead of framing benefits as expensive necessities, look for the positives. You could change the conversation around your benefits — and improve your employee engagement.

Learn more about the best ways to communicate with your teams about their benefits: learn about WBD’s benefits administration and human resources platforms here.