Was Your Client
Declined For . . .
• Gastric Bypass
• Heart Attack
• Sleep Apnea
email@example.com • www.piu.org
30 November 2011 / LIS / LifeHealthPro.com
For information circle no. 30
being offered at work. (Only 40% of Gen Y workers give their employers good or excellent marks on their com- munication efforts.) The following methods can help employers connect with younger employees: • Use technology when appropriate. Gen Yis proficient in digital technology and social media. They’re rarely de- tached from their mobile devices. While many employers have embraced web- based, self-service programs as their main tools for communicating benefits
because they help speed the enrollment
process, they do little to help Gen Y
workers make informed benefits deci-
sions. Technology should supplement,
not substitute for, face-to-face, ongoing
communication with this group.
• Build a foundation with one-to-
one counseling. Insurance is too com-
plex to rely totally on technology and
self-education. Because Gen Y work-
ers now find themselves responsible
for making benefits decisions for the
first time in their lives, they can ben-
efit greatly from personal attention.
They will appreciate having access to
a trained benefits specialist who can
talk to them about insurance options,
answer their questions, clarify product
features and help uncover their most
Whatever you do, don’t try the same-
old, same-old approach with Gen Y. Gen-
eration Y promises to reshape the way
employers think about their employee
benefits strategies. Take action today
with a customized approach that will
keep tomorrow’s generation of workers
fully engaged and productive.
Helen Rodriguez-Burton is a district general agent for the Amarillo, Texas, sales district of Colonial Life&Accident Insurance Company, a leader in providing
insurance benefits for employees and their
plans and meet
needs of Gen Y
families through the workplace. She can be
reached at (806) 356-7839.
1. Solheim, Shelley, “Seven Strategies for
Recruiting Generation Y Workers,” CRN, June
2. Dugas, Christine, “Generation Y’s Steep
Financial Hurdles: Huge Debt, No Savings,”
USA Today, April 23, 2010.
3. MetLife, “Y Worry? Gen Y Optimistic About
Recovery, Looking for Guidance, Met Life
Survey Shows,” press release, Nov. 10, 2009.
4. Fisher, Anne, “To Keep Gen Y Employees,
Treat Them Like ‘Rock Stars,’” Crain’s New
York, July 9, 2010.
5. Society for Human Resource Management,
“2010 Employee Job Satisfaction: Investigating
What Matters Most to Employees,” 2010.
6. Colonial Life, Harris Interactive Survey,
June 23-27, 2011.
7. Society for Human Resource Management,
“Workplace Forecast: The Top Workplace
Trends According to HR Professionals,” 2011.
8. MetLife, “9th Annual Study of Employee
Benefits Trends,” 2011.
9. Pew Research Center, “Millennials: A Portrait
of Generation Next,” February, 2010.