The Personalized Communication Playbook for HR Leaders

Drive benefit utilization that engages your workforce.

You've built a strong benefits program. The challenge is getting employees to use it. When communication is generic, scattered, or buried in jargon, even the best benefits get ignored. The result is rising costs, low engagement, and outcomes that are hard to defend to leadership.

This playbook gives you a practical, data-backed communication strategy to change that. 

Why outreach strategy matters more than what benefits you offer

Most low utilization doesn’t always mean there’s a benefits problem. It's how they're communicated. When employees receive messages that feel irrelevant or confusing, they tune out. When there's no clear next step, even motivated employees don't follow through.

The good news: smarter communication doesn't require a bigger budget. It requires a better approach.

The communication gaps driving low utilization

Jargon-heavy language  

When benefit communications read like legal documents, employees stop reading. Clear, plain language helps employees quickly understand what a benefit is and why it matters to them.

One-size-fits-all messaging  

An employee starting out in their career has different priorities than an employee nearing retirement. Generic messages to your entire workforce can often fall flat.

Open enrollment overload  

Compressing a year's worth of benefits education into two weeks causes decision fatigue. Employees rush through it and forget their options by spring.

Too much friction at the point of action

When employees need multiple logins to find what they need, momentum stalls. Every extra step reduces follow-through.

Infrequent touchpoints  

If wellbeing only comes up during open enrollment, it feels optional. Year-round communication keeps benefits top of mind. 

What you'll find inside

The Personalized Outreach Playbook is a practical guide for HR and benefits leaders who want to increase utilization, reduce wasted spend, and build a communication strategy their workforce will respond to.

Inside, you'll find strategies for:

• Leading with clarity and plain-language messaging that employees can act on.  

• Reaching diverse populations through the right channels at the right time.  

• Centralizing resources so employees always know where to go.  

• Normalizing preventive and mental health care without stigma or pressure.  

• Using data to continuously refine what's working and fix what's not.