Jasmine had 500 employees to inform, and the news wasn’t good. Healthcare premiums were going up, and the change would hit every paycheck.
She knew this wasn’t just another HR update. It was personal. Get it wrong, and it erodes trust. Get it right, and you reinforce that even hard news can be delivered with empathy and clarity.
The stakes were high. Jasmine knew she couldn’t wing it. She followed a clear plan, equipped her managers, and led the conversation with care.
Here, we’re sharing the plan with you. A practical step-by-step playbook to help you navigate one of the hardest conversations in employee communications. Plus, we have a script template to help you lead with confidence.
Related: Get other playbooks and toolkits here Download them here →
1. Be Well Prepared
What to Do: Know your message and anticipate reactions.
Before you say a word about what’s happening, make sure you understand the why, what, and who of the benefits changes. Prepare key talking points, data, and FAQs. Meet with leadership to align on messaging and tone.
What to Avoid: Winging it or sharing incomplete information. Uncertainty can spiral quickly and create unnecessary panic.
What it Looks Like: If employee premiums are increasing, know the exact dollar amount per paycheck, when it takes effect, and if there are other plan options available.
2. Choose the Right Setting
What to Do: Begin with a live announcement—either in person or virtual. Hard news should come from a human voice. A live setting builds empathy, allows real-time questions, and shows leadership is actively involved.
Then reinforce the message with digital communications and decision-support tools. Provide follow-up resources like benefit guides, videos, and FAQs to help employees digest and explore their options.
What to Avoid: Announcing the news by email alone. That can feel cold and impersonal.
What it Looks Like: Host a virtual town hall to deliver the news and answer questions, followed by a digital guide and resource links for continued support.
3. Be Proactive, Not Reactive
What to Do: Give employees time to process.
Don’t wait until open enrollment or when a new deduction shows up on employee paychecks. Announce the change well in advance so everyone has time to understand and plan.
What to Avoid: Last-minute announcements or letting the rumor mill take off first.
What it Looks Like: Announce the benefits change 60 days before open enrollment to give everyone time to ask questions and look over their options.
4. Explain the Why
What to Do: Be clear and honest about the reasons for the change.
Employees are more likely to accept difficult news if they understand the reason behind it. Use straightforward language and avoid jargon. If the change is due to rising costs, say so. Back it up with a few data points for clarity’s sake.
What to Avoid: Sugarcoating, placing blame, or using vague language.
What it Looks Like: Explain that due to increased plan costs and a commitment to maintain quality coverage, you’ve had to adjust employee contributions.
5. Use Empathy in Messaging
What to Do: Acknowledge the impact and emotions involved.
This isn’t just a policy change. It affects real people’s lives. Express understanding, invite feedback, and show that the company cares about how this affects the team.
What to Avoid: Making it about leadership’s feelings or minimizing the impact. This isn’t the time to say, “This is hard for us too.”
What it Looks Like: Acknowledge that the change impacts their budget. Ensure that you’re there to help and provide resources.
6. Offer Support and Alternatives
What to Do: Empower employees with resources and solutions.
Include FAQs, links to HR contacts, and financial wellness resources. Make sure people know where to turn for answers and support.
Flimp’s Benefits Video Library is a great tool to help employees understand their benefits options in under 3 minutes.
What to Avoid: Dropping the news without a clear next step or support plan.
What it Looks Like: Give them access to a personalized digital benefits guide outlining options and costs.
7. Use Multiple Communication Channels
What to Do: Reach employees where they are. People absorb information in different ways, so follow your live announcement with consistent, multi-channel reinforcement—think Slack, email, microsites, and video.
Show employees their options clearly and in a non-biased way. Tools like Flimp’s Decision Support help employees compare all plan options, estimate total costs, and even evaluate spouse’s plans—all in under five minutes.
Digital postcards are also highly effective, combining visuals, videos, and resource links in a mobile-friendly format that boosts engagement.
What to Avoid: One-and-done messages or relying on a single format. That risks leaving people confused or unengaged.
What it Looks Like: Send a Digital Postcard with a video overview and key links, then host a follow-up drop-in Q&A to keep the conversation going.
8. Follow Up and Gather Feedback
What to Do: Keep the conversation going.
Give employees time to digest the news. Create space for questions. These may come immediately after the announcement or in the days or weeks that follow. Use surveys or feedback forms to see how the message was received.
A microsite can act as a hub for ongoing updates, documents, and HR support.
What to Avoid: Treating the announcement as a stand-alone event.
What it Looks Like: Run an anonymous survey two weeks post announcement to gather feedback. Adjust support materials accordingly. The worst thing you can do when gathering feedback is to not act on it.
Quick Wins Communication Checklist
If you’ve followed the eight steps above, you’ll be in excellent shape after breaking bad benefits news. Here’s a quick list of the things to focus on:
✔️Timing: Don’t wait until employees find out on their own.
✔️Empathy: Acknowledge the human impact.
✔️Consistency: Align messaging across all platforms and people.
✔️Leadership Alignment: Make sure leaders are informed, visible, and prepared to support.
Benefits News Script Template
Use this short script as a starting point for your in-person or virtual conversations. Be sure to adapt it to your tone and team culture. While using a script or guide is helpful to ensure you don’t miss any talking points, you don’t want to come off as rehearsed.
“Thanks everyone for joining today. I want to get straight to the point. We have an important update about our benefits program for the upcoming year.
Starting , there will be an increase in the employee contribution toward healthcare premiums. I know this isn’t easy to hear, and I want to be transparent about why this is happening. Due to , we had to make the tough decision in order to maintain the level of coverage and quality we’re committed to.
Here’s what that means:
- For most employees, the increase will be around [$X] per paycheck.
- Your coverage and provider networks are not changing.
- We’ve put together resources to help you evaluate your options and plan ahead.
We know this has a personal impact. That’s why we’re offering:
- One-on-one HR support sessions.
- A digital benefits guide you’ll receive later today.
- A live Q&A session this week to answer any questions.
Please reach out if you’re feeling uncertain. We’re here to help, and your feedback matters. We’ll stay in communication over the upcoming weeks to make sure everyone feels supported.”
Lead the Hard Conversations by Putting People First
Delivering tough benefits news isn’t just an HR responsibility. It’s a leadership moment. How you show up in these conversations can either erode trust or reinforce it. Employees may remember how they felt more than what was said. So, when the message is difficult, the delivery matters most.
When done right, you’re leading with clarity, empathy, and respect. It’s a chance to show your people that even when the news isn’t the best, they’re still seen, heard, and supported.
In a time when employee trust is hard to win and easy to lose, thoughtful communication is one of your most powerful tools.