The Benefits Gap, by Erik Hill

Open enrollment season can feel like chaos. Your HR team is stretched thin. Employees are confused. And somehow, you’re supposed to help everyone make smart decisions about their coverage, all while keeping the business running.

Sound familiar?

Here’s the thing: it doesn’t have to be this way. One to one benefits counseling is changing how employers handle employee benefits enrollment. And once you see the difference, you’ll wonder why you didn’t make the switch sooner.

Let’s break down exactly how personalized benefits sessions can simplify your process, and why your employees (and HR team) will thank you.

What Exactly Is One to One Benefits Counseling?

Think of it as a personal guide for every employee during enrollment.

Instead of handing out a packet of confusing paperwork and hoping for the best, one to one benefits counseling gives each employee a dedicated session with a trained benefits counselor. These sessions happen individually, either in person or virtually.

During the meeting, the counselor:

• Walks through all available benefit options
• Explains coverage in plain language
• Answers questions specific to that employee’s situation
• Helps the employee choose the coverage that fits their needs and budget

No more guessing. No more “I’ll just pick what I had last year.” Your employees actually understand what they’re signing up for.

Why Employees Actually Need This (More Than You Think)

Let’s be honest. Benefits paperwork is confusing.

High Deductible Health Plans. HSAs. HRAs. Supplemental insurance. Voluntary benefits. Most employees don’t know the difference, and they shouldn’t be expected to figure it out on their own.

Many employees say that having a real conversation with a benefits counselor is the most helpful way to understand their options, especially when plans and terms feel unfamiliar.

When employees understand their options, they can make more informed choices based on their situation and budget. They also tend to feel more confident about the elections they make.

The Confusion Is Real

Picture this: Sarah in accounting is trying to decide between two health plans. She’s got a family of four, a tight budget, and no idea what “coinsurance” means.

Without guidance, Sarah picks the plan with the lowest premium. Months later, she’s hit with unexpected out-of-pocket costs because she didn’t understand her deductible.

Now she’s frustrated. And she blames the benefits package: even though better options were available.

One to one benefits counseling prevents this scenario. Sarah gets a counselor who asks about her family’s health needs, explains each plan clearly, and helps her choose coverage that actually works for her situation.

That’s the difference personalized guidance makes.

How This Takes the Pressure Off Your HR Team

We understand your HR team is already juggling a hundred things. Adding “answer every benefits question from every employee” to their plate isn’t realistic.

But that’s exactly what happens during open enrollment. Employees have questions. Lots of them. And when they don’t get answers, they either make poor choices or they turn to HR: over and over again.

One to one benefits counseling changes this dynamic.

Benefits Counselors Handle the Heavy Lifting

When you bring in trained benefits counselors, they become the go-to resource for employee questions. That means:

• Fewer interruptions for HR – Counselors field questions directly, so your team can focus on strategic work
• Consistent, accurate information – Counselors are experts in benefits, so employees get reliable answers
• Less stress all around – HR isn’t scrambling, and employees aren’t left in the dark

Think of it as adding a specialized support team during your busiest season. Your HR staff stays productive. Your employees get the help they need. Everyone wins.

What You Can Expect From 1-to-1 Counseling

If you’re deciding whether 1-to-1 counseling is the right enrollment approach, focus on practical outcomes instead of “perfect” numbers.

In many organizations, adding scheduled, one-to-one support can:

• Increase employee understanding of available options
• Reduce last-minute confusion and incomplete enrollments
• Improve the quality of employee questions (more specific, less repetitive)
• Help employees feel more confident in the choices they make

Results vary by employer, workforce, plan design, and how enrollment is communicated. The goal is a smoother process and better-informed decisions, not a guaranteed participation level.

Standing Out as an Employer

Here’s something that doesn’t get talked about enough: benefits enrollment solutions can actually help you attract and retain talent.

Think about it from a job seeker’s perspective. Two companies offer similar salaries. But one provides a confusing online portal for enrollment, while the other offers one to one benefits counseling with a real person who explains everything.

Which company seems like it cares more about its employees?

Offering personalized benefits counseling sends a clear message: We’re here for you. It’s an added-value service that many employers don’t provide. And in today’s competitive job market, those details matter.

Employees who feel supported during enrollment are more likely to:

• Stay with your company longer
• Speak positively about their experience
• Actually use (and appreciate) the benefits you offer

It’s a simple way to differentiate yourself: without adding to your budget in a major way.

What This Looks Like in Practice

So how does one to one benefits counseling actually work during your enrollment period?

Here’s a typical setup:

1. Schedule sessions – Employees book time slots that work for them (in person or virtual)
2. Counselor prep – The benefits counselor reviews available plans and any employee-specific details
3. Personalized meeting – Each employee gets a dedicated session to review options and ask questions
4. Enrollment completion – The counselor helps the employee complete their enrollment on the spot
5. Follow-up support – Questions after enrollment? The counselor is still available to help

The whole process is designed to be smooth and stress-free. Your employees feel supported. Your HR team isn’t overwhelmed. And enrollment gets done right.

Ready to Simplify Your Next Enrollment?

Employee benefits enrollment doesn’t have to be a headache. One-to-one benefits counseling can give employees a clear place to ask questions and can help your HR team spend less time repeating the basics.

Contact Erik Hill, Colonial Life Independent Agent, to discuss how 1-to-1 benefits counseling can support your enrollment strategy.

This educational content is provided by Erik Hill, a Colonial Life Independent Agent.

Disclaimer: Insurance products have limitations and exclusions; availability varies by state; consult policy for details.