Open Enrollment Decisions Are Impacted by Co-Workers

Young Professionals Seek Co-Workers Recommendations during Open Enrollment

Open enrollment can be a tough time for employees, especially with the evolving coverage options and continuing changes in health care policies. As companies provide materials and communications to their employees with greater care, there are additional factors that influence employees when making their decisions beyond coverage and price. First, an employee’s changing personal needs tops this list at 28%. Among employees with young children, this factor becomes even more important (+26%).    Next on the list, communications from the employer at 26%. These communications become most important to women in administrative positions (+14%).  Another important factor in the workplace when it comes to enrollment decisions is coworkers’ recommendations. Approximately 14% of all employees count on these recommendations to get the through the enrollment process and as many as one in three young professional men do the same.

Here’s the profile of the employees most likely to see advice – indexed vs. those that do not seek advice from co-workers.

Name Co-Worker Recommendations as a Factor in the Enrollment Process

Gender – Male


DMA – Los Angeles, CA


DMA – Boston, MA


Occupation – Professional


Industry – Technology/Electronics


Marital Status – Never Married


Household – No Kids Under 18


Age – 21 – 34



Advertisers sometimes overlook the influence of co-workers and the susceptibility of decision-makers at the workplace. In this case, insurance providers looking to acquire and upgrade members can do well to reach the young professional during the workday when many discussions, referrals and recommendations are taking place during this key time period.


About Office Pulse

Office Pulse by Captivate offers marketers timely analysis and insights from a proprietary panel of upscale professionals in the top markets. The Office Pulse panel of more than 8,000 influential consumers and business decision makers includes C-level executives, Millennials, middle management, small business owners, working women and working moms.

About Captivate

Known for its vast network of nearly 12,000 elevator displays located in 1,600 premier office buildings across North America, Captivate connects advertisers with 13 million unique monthly viewers through creative, research-driven and Nielsen-measured advertising and marketing programs. By engaging its viewers with timely news and actionable information that helps balance the personal and professional demands of the workday, Captivate provides advertisers with a highly desirable and difficult-to-reach audience of affluent and influential business professionals. Founded in 1997, Captivate is owned by Generation Partners. For more information, please visit