Education is crucial to understanding voluntary benefits

As organizations prepare for annual enrollment, new research from Lincoln Financial and the Employee Benefit Research Institute reinforces the critical role education and communication play in helping employees understand their voluntary benefit options.

Benefits in Focus: Supplemental Health, Dental and Vision Perspectives examines the intersection of employer, broker and employee views on the value of voluntary benefits. The three-part national study of 408 employers, 170 brokers and 1,130 benefits-eligible employees focuses on dental, vision, accident, critical illness and hospital indemnity insurance.

“A strong education and communication strategy can help employees understand how their options may support their financial goals. Making benefits clear and relevant can give employees greater confidence as they choose coverage for themselves and their family members,” said Jimmy Reid, Executive Vice President, President of Workplace Solutions at Lincoln Financial.

By bringing together all three audience perspectives, the research reveals where perceptions align and identifies opportunities to strengthen education and engagement around employee benefits. Notable findings include:

Employers see benefits as a strategic investment

Employers see voluntary benefits as a way to strengthen workforce satisfaction and performance, yet many have not fully expanded their supplemental health offerings. 74% of employers who offer voluntary benefits cite positive effects on recruitment, retention and performance. However, fewer than half of surveyed employers offer any single supplemental health product, and only 11% offer accident, critical illness and hospital indemnity insurance together.

The benefit to employers who offer all three supplemental health benefits are clear: 86% of employers that offer accident, critical illness and hospital indemnity insurance see a positive impact on retention as a result of their benefits strategy, compared to just 72% who don’t offer any supplemental health benefits. Similarly, 46% of employers who offer all three supplemental health benefits see a positive impact on absenteeism from their benefits strategy, compared to just 29% who don’t offer any. The findings suggest there is an opportunity for employers to consider voluntary benefits as part of a broader workforce strategy while helping employees offset medical expenses that primary health insurance may not fully cover.

Brokers can take a more proactive role

Brokers play an important role helping employers evaluate voluntary benefits and connect coverage options to workforce needs. The research suggests those conversations are driven by employee interest, with 60% of brokers saying demand drives benefit decisions.¹ That creates an opportunity for brokers, employers and carriers to work together earlier in the process to identify gaps, simplify choices and make voluntary benefits more accessible and easier to understand. By pairing broker insight with clear education and enrollment support, employers can better connect employees to coverage options that may address their financial and health needs.

Employees value benefits when they understand them

Employers and brokers have a limited window to make benefit information relevant, accessible and easy to understand, with 86% of employees spending four hours or less reviewing enrollment materials. This highlights the clear opportunity for employers and brokers to strengthen benefits education. The study also offers proof that when employees learn more about the benefits, they find them relevant and valuable. After reading brief, plain-language descriptions, more than three-quarters of employees expressed interest in dental, vision and critical illness insurance.

Helping employees make informed benefit decisions

The research reinforces the importance of providing employers with clear, relevant benefit education before, during and after annual enrollment. Simple explanations can help employees better understand their options, while year-round communication can reinforce how voluntary benefits support financial well-being especially when unexpected needs arise.