and other benefits-related processes like
However, brokers should not focus solely on
recommending a benefits administration solution.
There is a bigger picture involving payroll, HR, and
compliance processes that should be considered
when consulting on the best technology platform to
meet a client’s needs.
With an unemployment rate hovering at or under
4% according to the U.S. Department of Labor,
the benefits package a company offers can play a
significant role in attracting great talent or keeping
By finding the right benefits broker, organizations can
provide the right benefits package — and technologies
— to keep employees celebrating their 10-, 20-, or even
45-year work anniversaries and beyond.
Why The Benefits Broker You Choose Matters
Lesley Lyons is the Marketing Director
for PeopleStrategy. Lesley Lyons
is an accomplished marketing and
communications professional with
over 25 years of experience working
with companies of various sizes and
industries, either as a consultant or a
full-time employee. As the Marketing
Director for PeopleStrategy, Lesley
is responsible for promoting the
company’s brand through digital, social
and traditional platforms and programs.
Lesley works closely with the executive,
sales and product teams to develop the
company’s key tenets that effectively
communicate, “who PeopleStrategy is,”
“what PeopleStrategy does,” and “how
PeopleStrategy does it.”
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might need a specialized broker who can cater to
employees’ needs like individual health insurance.
A broker should also have the right credentials for
the task. The U.S. requires licenses in each state and
Washington, D.C., to sell insurance, but being certified
as an employee benefits consultant or another
specification should be important to find the right
The conversation with a benefits broker shouldn’t
be once a year, right before annual renewal. A
broker should help evaluate any potential changes
to the benefits package throughout the year, so an
organization is able to prepare for any changes and
communicate them to employees.
Yes, communication should extend to employees too,
through enrollment meetings or assistance.
A broker is an expert in the benefits world and should
educate employees on the complexities that affect
Employees are less likely to contact HR with
benefits questions if they understand their selection
and are more likely to be satisfied during the
Require Quality Service
An organization’s relationship with its broker shouldn’t
only be about signing a contract. Communication
and service should be provided year-round, so an
organization can evaluate its plan constantly and
keep up to date on any changes that might impact
benefits administration, compliance, or costs.
A broker should understand complex benefits
regulations and provide compliance support such as
audits or Affordable Care Act reporting. They should
serve as a trusted advisor and not just a salesperson
working for commission.
Consult on Technology
Because of their knowledge, the right benefits broker
should be able to recommend technology that will
simplify open enrollment, benefits administration,
Employee Benefits & Wellness Excellence presented by HR.com SEPTEMBER 2019 26 Submit Your Articles