Don’t reject tried-and-true benefits communication methods in exchange for exclusive use of the latest technology. DuPont Canada hasn’t. The global science company relies on good old-fashioned mail and a phone hotline—in addition to more modern online processes—to ensure that its retirees have all the information they need to make their annual benefits choices.
The DuPont retiree benefits program is a flexible benefits plan with multiple options. Like flex plans in general, DuPont’s program requires members to carefully consider choices in relation to personal circumstances in order to make the best decisions.
DuPont’s retired plan members have an opportunity to change their benefits selection every year, online. This means, DuPont needs to communicate the timing of the annual re-enrollment to its retirees ahead of time (during the last two weeks of October for a January 1 effective date) and remind them of general benefits information and considerations so they can make informed choices.
The challenge
“Since DuPont’s retirees share the cost of premiums, they must understand the available selection options and balance cost considerations in relation to their needs,” explains Rhonda Porter, manager, compensation and benefits, with DuPont. “They also need to fully grasp other details such as deadlines, locking in and the online process for making plan changes. In addition, retirees need to appreciate that—even though there is a co-pay at time of service—it would be difficult for a retiree to reproduce the DuPont benefits coverage on an individual basis and that it often makes more sense to remain within the group program.” On top of that, DuPont’s retiree population lives in multiple provinces, including Quebec, which means communications must be in both English and French.
While a retiree population can be considered to be less comfortable with online processes, in DuPont’s case, this is mitigated somewhat by the fact that, due to an internal reorganization, its retirees are a younger-than-average pension group. This is partly due to two factors: one, the retiree group includes only those who retired in 2004 or later, and two, DuPont employees can retire with an unreduced pension as early as age 58.
Given this comfort level with technology, it’s not surprising that a growing number of DuPont retirees are asking for more electronic communication. However, this poses another challenge, as collecting email addresses—and keeping them updated—is an onerous aspect. Therefore, DuPont, like many companies, cannot rely exclusively on the ease of email communications when it comes to its retirees.
Facing the challenge
DuPont relies on a mix of both traditional and modern communication channels to ensure that its retiree population is informed about annual re-enrollment.
Every fall, pensioners receive a mailing about the upcoming open-enrollment period. This contains key background information to prepare individuals for their annual benefits decisions. However, because individuals vary in their comfort level with benefits information and absorb information in different ways, DuPont does not rely on that mailing alone to communicate re-enrollment criteria. It also has a pensioner hotline staffed by a DuPont employee who is available Monday to Friday, 8:30 a.m. to 5 p.m. for any retiree questions about the benefits program. Callers can leave a message in the off-hours and it will be picked up the next business day.
While the hotline is available year-round, it is particularly important (and active) during the fall re-enrollment period. Retirees typically have questions on how to re-enrol, what happens if they don’t, issues to consider and the online re-enrollment process itself. If a retired individual is truly uncomfortable with online re-enrollment, or does not have access to a computer, the DuPont employee handling the hotline will undertake re-enrollment on the pensioner’s behalf. In addition, the hotline accepts calls from a relative (typically the spouse) who may be assisting the retiree through the process. (If the retiree is incapacitated, then DuPont requires a copy of the signed power of attorney. Once that is sent to DuPont, the retiree can discuss re-enrollment with the spouse.)
Considering that some of the plan members are newly retired, DuPont made sure to keep the retiree re-enrollment website similar to that used by its active employees, thereby making the site more familiar to those who’ve recently stopped working. And to encourage developing familiarity with the technology, DuPont does not mail out the 20-page booklet of employee benefits. Employees are encouraged to review their benefits details online at the re-enrollment site.
Old and new methods together make for DuPont’s well-rounded annual communications campaign. DuPont’s “in with the old and in with the new” strategy
is definitely succeeding.
Esther Huberman is a communications consultant with Pal Benefits. ehuberman@palbenefits.com