Artificial Intelligence Empowers Employees To Make Smarter Benefits Decisions

The same technology that enabled millions of people to keep food on the table during the worst public health crisis in over a century is now empowering them to seek new opportunities, often without regard for geography, as remote work has become the norm for many companies. While employers benefit from a much broader talent pool, they also face the challenge of retaining valued workers who are enjoying this newfound career freedom. While there have been signs the resulting Great Resignation may be abating, a May 2022 CNBC article posits that “job loyalty is a thing of the past” and people are “ready to walk away from jobs that do not meet their needs.”

So, what’s an employer to do? How can they ensure they’re meeting the needs of employees so they resist the temptation to seek out greener pastures elsewhere? Benefits play a major role in helping people recognize and appreciate the investment their employer is making in them. However, the one-size-fits-all approach that typified benefits in previous eras is no longer sufficient. Today’s diverse workforce and family structure make it necessary for employers to adopt a new benefits strategy built around personalization and powered by technology. 

Building Trust in a Virtual World

As employers navigate the “new normal” of remote and hybrid work, many face the challenge of creating a culture of trust among a mostly virtual workforce. When done right, benefits are a highly effective means, increasing employee trust in their employer by 14 points, according to Alight’s recent Winning with Wellbeing report. Unfortunately, only 35% of employees trust their employer develops benefits programs that are in their best interest.  

How can employers break that trust barrier and demonstrate to employees that they value and support them in their quest to live their best lives — at work and beyond? Living up to their commitment to care for the whole person requires employers to offer an array of benefits, personalized to meet the needs of an increasingly diverse population. Through personalization, employees receive timely recommendations and reminders to take advantage of specific benefits or take certain actions — like adding a new dependent to a health plan — to ensure they receive the most value from their benefits. 

Advances in technology make this all possible, specifically artificial intelligence (AI), the same technology that delivers purchase, listening or viewing recommendations to customers of Amazon, iTunes, Netflix and other data-driven companies.

Leveraging Data to Drive Decisions

An AI-driven benefits platform leverages millions of data points to bring relevant content to employees, delivering targeted alerts and guidance via multi-channel messages that continuously adapt to help employees make informed decisions. When an employee receives a pay raise, for example, the platform triggers an email recommending she boost her HSA savings. Another person may receive personalized, AI-driven recommendations triggered by claims data related to a recent medical diagnosis.  

These personalized, consumer-style experiences motivate employees to take control and give them confidence when engaging with health, wealth, wellbeing and retiree benefits. Empowering the employee to navigate and take advantage of their benefits enhances the overall experience and creates more meaningful interactions. For their part, employers gain valuable insights, as the platform’s extensive data and analytics give them an unprecedented view into benefits usage and the ability to measure the ROI of their benefits spend. 

Delivered through a single platform that brings everything together in a simple, streamlined ecosystem, a personalized benefits experience powered by AI empowers employees to understand their options, know where to get support and make smarter, more confident decisions. This transformative approach drives engagement and a greater appreciation for the company’s investment in employee wellbeing, an essential component to building employee-employer relationships that last.

To learn more about AI-driven benefits platforms, visit
 

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