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Building trust through benefits: Why communication matters more than ever

Discover how effective communication in employee benefits fosters trust and engagement. Learn strategies to enhance your benefits communication.

Before an employee can take full advantage of the benefits available to them, they need to be aware of what’s on offer and understand how it applies to their lives.

That’s where engaging benefits communication makes all the difference — breaking down complexity, highlighting real-life value and helping employees to make informed decisions that support their health and well-being while enhancing their employee experience (EX).

In the ever-evolving landscape of healthcare and workplace well-being, it can be difficult for employees to navigate the full range of health solutions provided by their employers. With the healthcare sector under continued pressure, access is often limited and long wait times remain a persistent challenge. At the same time, new innovations, such as virtual care and personalized health insights powered by AI, hold real promise for improving health outcomes. But their impact depends on one critical factor: how effectively they’re communicated. To truly make a difference, these solutions must be presented in a clear and consistent way that resonates with employees’ real needs and experiences.

When employees are well-informed about their benefits, they can make better decisions for both themselves and their families. MMB’s Health on Demand research shows that high-quality communications significantly boost employee understanding and confidence in their benefits packages. For example, 83% of employees who receive engaging communications know where to find information about their benefits when needed, compared to just 37% of those who do not receive engaging communications. In the same group, 84% understand the value of the benefits their employer provides (vs. 33%).

But investing in benefits communication isn’t just about driving awareness, it’s about creating trust. Informed employees also feel supported — that directly fuels engagement, satisfaction and loyalty. For example, 79% of employees who receive engaging benefits communications feel their employer cares about their health and well-being (vs. 22%); 78% say the benefits provided by their employer meet their needs (vs. 17%); and 54% trust their employer to provide timely access to affordable, quality healthcare (vs. 23%).

Employees who receive engaging communications report higher understanding and satisfaction with their benefits

Source: Mercer Marsh Benefits Health on Demand 2025

What can employers do to improve their benefits communications?

To show employees they genuinely care, employers must go beyond generic, ‘one-size-fits-all’ benefits messaging. They must prioritize personalized, relevant communication strategies and deliver information through the right channels in ways that align with employees’ individual preferences.

Understand employee preferences and use a multi-channel strategy

Employees aren’t a monolith. Different generations and demographics have different expectations when it comes to communication. For example, younger employees, especially Gen Z and Millennials, are more responsive to hearing about their benefits from their colleagues and peers. Taking the approach of storytelling (i.e., what is being done and why?), peer experiences (i.e., how others do it?) and even influencer-style content (e.g., promoting behavior change) are considerations for ways to truly engage employees. They don’t just want to be informed, they want to feel connected.

This presents an opportunity for employers to incorporate real employee stories, peer recommendations or even informal videos to explain complex benefit topics. Using a mix of channels, such as emails, intranet pages, social media posts, mobile apps and in-person meetings, can help employers ensure their message not only reaches employees but resonates with them.

Generation Z and Millennials feel the strongest and see the biggest value in experience-sharing communication programs at the workplace

If your employer or employer-sponsored benefit plan did the following, how would it make you feel?

Source: Mercer Marsh Benefits Health on Demand 2025

Encourage two-way communication

Effective communication isn’t a one-way street. Employers must go beyond simply sharing information with the workforce: they must actively listen to employee needs and respond with meaningful action.

This kind of open dialogue can be invaluable for building trust and ensuring benefits evolve to address real employee desires. MMB’s Health on Demand research shows that 67% of employees are willing to share personal health information in exchange for personalized health recommendations. Certain groups are even more open to sharing, with 76% of individuals with a physical disability, 75% of those in the ‘sandwich generation’ (caring for both children and aging parents) and 69% of Gen Z employees eager to provide information on their well-being to receive more tailored health support.

Employers can tap into this openness by creating platforms for two-way dialogue, such as employee surveys, focus groups and digital forums. In addition, employee resource groups centered around shared experiences — such as caregivers, veterans, neurodiverse employees or those managing chronic conditions — can offer valuable insights, while also providing meaningful peer-to-peer support (i.e., social learning). These groups help create safe spaces where employees can express needs and share feedback that may not surface in more formal channels.

Audit communications regularly

Employers need to ask themselves some critical questions: Are our communications clear? Are they meaningful and relevant to different employee groups or audiences? Are they easy to access, especially during key life moments?

Dare to challenge the routine internal communication formula used for years in benefits messaging to ensure it reaches all demographics and employee segments, without missing anyone based on preferences, language barriers or diverse needs. Regular audits can highlight blind spots in communication strategies and ensure that messaging stays aligned with evolving employee needs.

Promote the employee value proposition

Employers should communicate the full value of working at the organization and what makes the company unique and different — not just salary but also benefits, flexibility, well-being initiatives and opportunities for growth. By clearly articulating the entire package, employees are more likely to appreciate the broader value they receive.

But authenticity is essential. Messages delivered by ‘internal influencers’ — such as respected peers or leaders — can be especially effective in bringing the EVP to life and making it feel real, relatable and trustworthy. It can also help create a sense of community and credibility around the value the organization provides to employees.

Be transparent about benefit changes

When benefits change, employees want to receive more than just a transactional email. They want context. Employers need to clearly communicate the ‘why’ behind these changes: whether it’s adapting to new regulations, improving coverage or shifting to more sustainable cost models. Transparency, even when changes are difficult, demonstrates respect for the workforce and helps foster trust. Clear communication during these times can also reduce confusion and anxiety, helping employees feel supported.

Employers should also provide clear guidance on how employees can navigate the new offerings and direct them to relevant resources or support channels. By making the process as seamless as possible, employees are more likely to feel confident in their benefits, rather than frustrated by uncertainty.

Reimagining benefits communication

Now is the time for employers to rethink how they communicate benefits. In the modern workplace, clear and thoughtful messaging is no longer a nice-to-have — it’s a strategic imperative. When done well, communication does more than just inform — it empowers, transforms, engages and retains employees. By making benefits transparent, accessible and easy to understand, employers create a culture of care that reflects a genuine investment in their employees’ health, satisfaction and security, and employees are more likely to appreciate, understand and value that investment.

Source: Mercer Marsh Benefits Health on Demand 2025

Building trust through benefits: Why communication matters more than ever