We measure everything.
Email open rates. Social media clicks. Webinar registrations. Time on site.
So why don’t we measure the most important piece of the HR experience—benefits communication?
Most teams send a PDF and hope it lands. But hope isn’t strategy.
Here’s why analytics should be a non-negotiable part of your benefits communication plan—and what you can do with the data once you have it.
Are they reading the medical plan overview or skipping to dental? Did anyone open the HSA explainer? Where do they drop off?
Analytics gives you real answers to those questions.
Stat to know: A survey by Jellyvision found that 40% of HR professionals struggle to measure the effectiveness of their benefits communication.
When you can see which pages or sections aren’t being read, you can adjust:
The structure
The length
The messaging
If no one is clicking a voluntary benefit, maybe it needs a rebrand. Or maybe it needs to move higher up in the guide.
For brokers: want to show clients you delivered? For HR: want to prove your strategy is working?
Use analytics to:
Show which pages were viewed most
Report on time spent per section
Highlight content that drove action (like decision tools or links to enrollment platforms)
Quote from the field: “Once we started showing data on guide usage, our clients understood the real impact. It changed how they saw our value.”
If analytics shows low engagement from a certain class of employees or location, you can follow up strategically. Tailor your reminders. Adjust your distribution method.
Smart follow-up = higher participation.
Stat to know: According to the IFEBP, only 19% of organizations measure ROI on their benefits communication efforts. That means 81% are flying blind.
You don’t need a data scientist. You need a platform that tracks what matters and turns it into insights.
Benefits communication is too important—and too expensive—to run without feedback. Analytics is the feedback loop.
Blog References:
Jellyvision: 2023 HR Priorities Report
IFEBP: Measuring ROI in Benefits Communication