The 2019 open enrollment period will begin in November and last about six weeks. If you are looking for a new benefits broker or consultant to ensure smooth execution of company processes, the following points are worth considering.

Clarify priorities

First, you need to clarify your own needs and priorities, said Donna Miracle, executive human resources consultant at HR Strategy Group.

"Are you a startup that will grow quickly? Is your workforce spread across the country and primarily remote?" she asked. "In the current market, brokers are seeking to differentiate themselves: some focus on technology, some on employee health, and some on employee engagement. What matters most to your organization? Which value-added service would benefit employees the most?"

Eight interview questions

Shelley McLean, head of OneDigital Health and Benefits, noted that once priorities are clear, you should interview multiple firms and ask plenty of questions.

Miracle advised employers to look for a broker who specializes in employee benefits—she noted via email that benefits should not be their "side business." "Just as you need a specialized accountant, you also need a specialized broker."

She suggested treating the broker selection process like interviewing an employee, and preparing questions such as:

  • Describe your company's renewal process. When should I start it? What information do you need from me, and when? How do you approach the market? What tools do you have to help us make decisions?
  • How does your company handle issues? Is there a dedicated team for our company? Can employees contact your company directly?
  • How often should I hear from your company before and during the renewal period?
  • What resources does your company provide to help us stay informed about policy changes and reporting requirements?
  • How often should your company contact us outside of renewal season?

McLean, in turn, suggested asking the following questions:

  • Does your company have the ability to view benefits programs from a holistic perspective? How do you bring that perspective to my employees?
  • Beyond benefits themselves, what other resources does your company offer? Is there broader business coverage?
  • As a consultant, how will you help us build strategy?

Both McLean and Misty Guinn, director of benefits and wellness at Benefitfocus, emphasized the importance of long-term, multi-year strategic planning.

"When developing a 1-year, 3-year, or 5-year strategic plan, can the broker help map the path? Can they model various voluntary benefit options to meet the overall budget set by the CFO? These tools and modeling capabilities should be a decision factor and are also important assets when presenting benefit plan design to the executive team," Guinn said via email.

McLean noted that a data-driven strategy is a key differentiator: "Everyone says they have data, but whether they can provide an actionable plan and understand what the data means is what matters."

Finding a broker who understands that "one-size-fits-all" benefits are outdated is also crucial. "Employers should look for a broker partner who can offer creative solutions, maximize existing benefits through plan design and insurance company programs, while incorporating new programs into the overall benefits strategy, rather than piling flashy add-ons onto the benefits package," Guinn said.

McLean said the employee benefits field is changing rapidly and moving at a very fast pace. "Keeping up with changes is not the HR team's job—it's ours. We need to master all available strategies and filter out the ones best suited to the client." She advised looking for a consultant who is an "industry learner," enabling employers to learn about important developments from benefits partners earlier than others.

True partnership

Experts unanimously emphasized the need for a true partnership between employers and benefits brokers.

"Treat them like a core member of your team," Miracle said via email. McLean added that you need someone who can challenge you and help you "become a benchmark in HR." The broker is your partner, an extension of your team, and can make you better.

"The broker must become a strategic partner, serving as a true extension of the internal HR and benefits team, while applying expertise to strengthen the company's goals and key results," Guinn said. "The broker should strive to work closely and enhance synergy with the company's benefits technology providers, insurers, vendors, and other key players in the industry."

Experts noted that communication will be a key element. "The broker is one of your best resources for information and help," Miracle said. "Don't contact them only two months before you need a new plan." Ongoing communication is especially important for small HR departments lacking other resources. "The broker is there to help you."

"Frequent and ongoing communication is key to success," McLean said. OneDigital's only "requirement" of clients is clear expectations—the company's goals and purpose, and the frequency of communication between OneDigital and the client.

Guinn advised HR professionals to meet regularly with broker partners throughout the year to discuss strategy, rather than only before the traditional open enrollment period. She encouraged strategic meetings at least quarterly, and biweekly tactical discussions leading up to open enrollment.

Common pain points

To avoid pitfalls, Miracle advised employers to first collect the demographic information brokers request completely and on time. "For many small and mid-sized businesses, obtaining renewal information is a major pain point. Time is often tight from receiving the renewal notice to employees completing enrollment. Having a plan to efficiently evaluate renewal data, gather decision-makers, and make decisions is crucial. This leaves time for employees to evaluate options and complete enrollment, avoiding last-minute deadlines."

Guinn also stressed the importance of planning ahead: "Although open enrollment traditionally occurs in the fall, information and data collection should begin in early Q1. I have worked with broker partners to schedule 'insurer summits' early in the year, where all vendors and insurers for medical, dental, and voluntary benefits meet with my team."

Another potential pitfall is a broker building a direct relationship with the company's CFO, leaving the benefits director out of decisions or discussions. Guinn advised benefits directors to establish themselves early as the primary contact for all communication and reporting to avoid such issues and prevent confusion about goals and outcomes.

A macro perspective

McLean said that while open enrollment is about benefits and costs, it is equally about the employee experience.

Employers should look for firms that align with their mission and vision for the desired employee benefits experience and truly understand the convergence of HR, technology, and various requirements. "When the entire benefits ecosystem—employer, broker, insurer, employee—works in sync, everyone wins."