Communicating Benefits That Employees Actually Use: Insights from Jared Cox

If your employees are overwhelmed by benefits information or missing the value of what you offer, this episode explores how better communication can improve understanding, utilization, and retention. Resources Mentioned: 2026 On the Pulse Report: Insights on Employee Benefits Trends – Download this free report for forward-looking trends in employee benefits, including communication strategy, employee engagement, and workforce experience. [https://imacorp.com/insights/hr-insights-on-the-pulse-report-2026] Visit imacorp.com to connect with the IMA team and learn more about building smarter employee benefits. Listen and Subscribe: Share this episode with a fellow HR leader and subscribe to On the Pulse with IMA on your favorite podcast platform for more practical insights. Have questions or topics you'd like covered? Reach out to John Dodson, Senior Marketing Strategist for Employee Benefits, [email protected]. Episode Description: Kelly Bowman sits down with Jared Cox, Communication and Engagement Practice Leader at IMA, to discuss why benefits communication matters just as much as benefits design. Jared explains how his team helps employers move beyond awareness toward real outcomes by improving employee understanding, increasing utilization, and turning benefits into a stronger tool for recruitment and retention. He shares how communication expectations are changing, why one-size-fits-all messaging no longer works, and how technology, including AI, can support employees when it is introduced thoughtfully and paired with clear guidance. Jared also walks through a practical client example in which a workforce survey revealed that a paper-first strategy would outperform a tech-heavy rollout, leading to better utilization and retention. From avoiding information overload to building communication plans around real employee needs, this conversation offers actionable advice for employers who want their people to actually understand and use the benefits they invest in. Guest Bio: Jared Cox is Communication and Engagement Practice Leader at IMA, where he focuses on employee strategy, storytelling, and helping clients create benefits communication that drives action. Based in Kansas City after recently moving back from Denver, Jared works with employers to improve education, utilization, and the overall employee experience around benefits. Outside of work, he and his wife spend plenty of time with their two miniature dachshunds, who occasionally make their own appearances on work calls. Host: Kelly Bowman Key Timestamps: 00:00 - 01:24: Introduction to why poor benefits communication creates bigger problems for employers and employees. 01:24 - 02:58: Jared shares where he is based, his recent move back to Kansas City, and a fun fact about his dachshunds. 02:58 - 04:20: Overview of Jared's role and how IMA's communication and engagement practice supports clients. 04:20 - 05:25: Common challenges employers bring to Jared and why benefits communication is never one size fits all. 05:25 - 07:26: Trends shaping benefits communication, including targeted messaging, timing, and AI-enabled support. 07:26 - 09:42: A client story about surveying employees, avoiding the wrong tech investment, and pivoting to a better strategy. 09:42 - 11:19: How better communication improved utilization and retention and why misunderstanding benefits creates risk. 11:19 - 12:39: Common employer mistakes, especially information overload, and what successful engagement efforts have in common. 12:39 - 13:32: How AI can simplify benefits access and make information easier for employees and dependents to use. 13:32 - 14:39: Where employers should start: review what has worked, gather feedback, and adapt over time. 14:39 - 16:27: The value of transparency, community-building, and making benefits feel more relevant to daily life. 16:27 - 17:21: Why timing matters and why employers need to start communication well before open enrollment. 17:21 - 18:25: Step one for leaders: tailor communication by audience and stop repeating strategies that are not working. 18:25 - 18:58: Jared's closing advice on staying adaptable as employee needs and communication norms continue to change. 18:58 - End: Closing thanks and show outro.