Bridge the trust gap this fall
Edition 4, Vol. #4 June 2025
Hi, friend,
Every piece of communication says something about who you are as a company. Not just what benefits you offer, but what kind of support you believe employees deserve.
This newsletter explores that deeper layer. We look at why open enrollment has quietly become a test of trust. We share stats that reveal what employees are really experiencing. And we offer a behind-the-scenes look at how our team is navigating AI without losing what makes us human.
In different ways, all three ideas here come back to the same truth: How you communicate shapes how people feel. That’s what makes this work matter.
Thanks for reading and thinking with us.
Mary Pat Nimon
President
idea one
Treat benefits comms as a test of trust
Open enrollment is becoming a surprising litmus test for how much employees feel their company is truly there for them.
Two major reports — Edelman’s 2025 Trust Barometer and MetLife’s Employee Benefit Trends Study — are pointing to the same shift.
Employees don’t just want benefits. They want to feel believed, backed and cared for.
Yet, trust in leadership is low. The gap between what employers think they’re communicating and what employees actually feel is growing.
What to do? Treat OE like the communication power tool it is.
idea two
Let the stats inspire your benefits comms strategy
Planning for open enrollment communications is starting now.
If you want to boost participation, reduce confusion, save time and build trust, these insights can help you focus your efforts for impact.
89% of employees use open enrollment to rethink their health decisions, expenses and needs
According to Jellyvision, nearly 9 out of 10 employees actively evaluate their health and financial wellbeing during enrollment. This is a rare moment when employees are paying close attention. That opportunity is lost if communication is not clear, timely or helpful.
85% of employees are confused about their benefits
Businessolver’s 2023 report shows that the vast majority of employees don’t understand their benefits. That confusion leads to poor choices, low participation and higher costs for both employees and the business.
80% of HR and benefits leaders say employees do not read their materials
That’s a humbling stat, considering all the effort goes into creating those materials. The International Foundation of Employee Benefit Plans (IFEBP), 2023, reports that even the best-designed benefits packages have little impact if employees do not engage with the content. When materials are ignored, confusion and frustration increase.
64% of employees say a bad open enrollment experience could make them quit
According to iSolved, 2023, nearly two-thirds of employees say the way enrollment is handled affects their desire to stay. Poor communication does more than cause frustration. It can lead to lower morale and higher turnover.
57% of organizations spend significant time answering individual employee questions
IFEBP data reveals that unclear communication creates a downstream cost. HR teams spend more time than necessary answering repeated questions when better materials could have prevented confusion from the start.
Why it matters
These stats don’t show a benefits problem. They show the need for clear, strategic and human-centered communication.
Do you have company-specific benefits data? It’s a comms strategy gold mine.
idea three
Values are still the best operating system
Like many communicators, we were intrigued (and a little overwhelmed) when generative AI burst on the scene. So, we started where we always do – with our values guiding the way.
This behind-the-scenes look at our team’s AI journey shows how curiosity, reliability and high standards help us embrace new tools without losing what makes our work human.
It’s full of practical tips, a few warnings and a reminder that even the best AI needs thoughtful people behind the wheel.
(& a meme)
What you don’t see can wreck trust.
Bridge the trust gap this fall
Edition 4, Vol. #4 June 2025
Hi, friend,
Every piece of communication says something about who you are as a company. Not just what benefits you offer, but what kind of support you believe employees deserve.
This newsletter explores that deeper layer. We look at why open enrollment has quietly become a test of trust. We share stats that reveal what employees are really experiencing. And we offer a behind-the-scenes look at how our team is navigating AI without losing what makes us human.
In different ways, all three ideas here come back to the same truth: How you communicate shapes how people feel. That’s what makes this work matter.
Thanks for reading and thinking with us.
Mary Pat Nimon
President
Let me know and I’ll cue the marching band.
Mary Pat Nimon
President
idea one
Treat benefits comms as a test of trust
Open enrollment is becoming a surprising litmus test for how much employees feel their company is truly there for them.
Two major reports — Edelman’s 2025 Trust Barometer and MetLife’s Employee Benefit Trends Study — are pointing to the same shift.
Employees don’t just want benefits. They want to feel believed, backed and cared for.
Yet, trust in leadership is low. The gap between what employers think they’re communicating and what employees actually feel is growing.
What to do? Treat OE like the communication power tool it is.
idea two
Let the stats inspire your benefits comms strategy
Planning for open enrollment communications is starting now.
If you want to boost participation, reduce confusion, save time and build trust, these insights can help you focus your efforts for impact.
89% of employees use open enrollment to rethink their health decisions, expenses and needs
According to Jellyvision, nearly 9 out of 10 employees actively evaluate their health and financial wellbeing during enrollment. This is a rare moment when employees are paying close attention. That opportunity is lost if communication is not clear, timely or helpful.
85% of employees are confused about their benefits
Businessolver’s 2023 report shows that the vast majority of employees don’t understand their benefits. That confusion leads to poor choices, low participation and higher costs for both employees and the business.
80% of HR and benefits leaders say employees do not read their materials
That’s a humbling stat, considering all the effort goes into creating those materials. The International Foundation of Employee Benefit Plans (IFEBP), 2023, reports that even the best-designed benefits packages have little impact if employees do not engage with the content. When materials are ignored, confusion and frustration increase.
64% of employees say a bad open enrollment experience could make them quit
According to iSolved, 2023, nearly two-thirds of employees say the way enrollment is handled affects their desire to stay. Poor communication does more than cause frustration. It can lead to lower morale and higher turnover.
57% of organizations spend significant time answering individual employee questions
IFEBP data reveals that unclear communication creates a downstream cost. HR teams spend more time than necessary answering repeated questions when better materials could have prevented confusion from the start.
Why it matters
These stats don’t show a benefits problem. They show the need for clear, strategic and human-centered communication.
Do you have company-specific benefits data? It’s a comms strategy gold mine.
idea three
Values are still the best operating system
Like many communicators, we were intrigued (and a little overwhelmed) when generative AI burst on the scene. So, we started where we always do – with our values guiding the way.
This behind-the-scenes look at our team’s AI journey shows how curiosity, reliability and high standards help us embrace new tools without losing what makes our work human.
It’s full of practical tips, a few warnings and a reminder that even the best AI needs thoughtful people behind the wheel.
(& a meme)
What you don’t see can wreck trust.
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Three fresh ideas (and a meme)
Our monthly take on today’s marketing and communications topics… and a little fun, too.
