Promoting Employee Benefits by Generation

Employers who address employees’ generational needs could see higher benefit enrollment, according to a report by Securian Financial Group. The white paper offers the following strategies for each generation:

• Baby Boomers (born 1946 to 1964) appreciate honest, simple language and financial scenarios. They also want information about estate planning.

• Generation X (born 1965 to 1981) respond to virtual marketing and a focus on significant life events such as marriage, having children or job change.

• Millennials (born 1982 to 1993) respond to online resources. They also want open lines of communication with HR to get support.

Paula Bilitz, director, Group Life Marketing, Securian Financial Group said, “Another approach to improving benefits enrollment is to ask employees what they like and don’t like about the current process. Employees are often willing to share critiques of their company’s benefits communications and provide suggestions for making them better.”

Last Updated 10/20/2021

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