Now that most of the U.S. population owns a smartphone, HR benefits managers have a new, direct way to get in touch with employees during open enrollment: social media and text messaging.

“Employers need to send creative messaging to meet the employees where they are,” said Shelly McLean, a principal at benefits tech consultancy firm OneDigital Health and Benefits. She advises employers to “evolve their benefits communication plan to keep up with the times.”

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