Case study

ConGlobal Case Study: LTD Participation From 18% to 30%

ConGlobal is a shipping and logistics company with 2,600 benefit-eligible employees spread across many locations. Its enrollment was non-mandatory, so anyone who did nothing kept last year's elections.

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Participation, before and after

18%

30%

Long term disability: up 12 points, a 67% lift

35%

46%

Critical illness: up 11 points, a 31% lift

28%

37%

Hospital indemnity: up 9 points, a 32% lift

29%

38%

Supplemental life: up 9 points, a 31% lift

3:57

Average time to finish the survey

28%

of enrollees used HMCB

counseling sessions scheduled through it

Before

The challenge

ConGlobal had been paying an enrollment firm for personal communication. It needed to cut that cost while keeping engagement high and recommendations meaningful, across a workforce that’s hard to reach and wary of sharing personal data.

The rollout

What ConGlobal did

ConGlobal set up Help Me Choose Benefits with its own plans. Employees opened the survey from QR codes posted at work, answered a few anonymous questions about their household, finances and health, and got a recommendation explaining why each benefit fit someone in their situation. Nobody was asked for personally identifiable information.

HR watched completions and recommendations in real time during enrollment and could adjust its communication before the window closed. Employees who wanted to talk to someone could book a counseling session from their recommendation.

The outcome

Why it worked

Employees got an explanation instead of a comparison chart: why long term disability mattered for someone with their income and household, and when a coverage didn’t apply. They didn’t have to give up personal information to get it, which made employees who usually ignore enrollment willing to start.

For the broker on the account, these are the voluntary lines with the strongest first-year commission, so the lift shows up in the renewal math as well as the participation report.

Next step

See it for your groups

Try the employee demo to see what ConGlobal’s employees saw, or download the original case study (PDF). For the broker view, see HMCB for brokers.

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