Staying Flexible: American Football and the Future of Employee Benefits

For four decades, the Employee Retirement Income Security Act of 1974 (ERISA) has provided a durable federal framework for employers that sponsor health and retirement benefit plans for workers.

After considering what has and has not worked well over ERISA’s 40 years, the American Benefits Council—a public policy organization representing plan sponsors and providers of benefit services—has looked forward. Soon the council will unveil “A 2020 Vision: Flexibility and the Future of Employee Benefits,” a long-term strategic plan that describes how greater flexibility will be necessary for the future health and financial well-being of employees and their families.

Even in an increasingly global and competitive economy, the council remains confident that with the right public policies in place, employer-sponsored plans will continue to be ideally positioned to provide an efficient path to health and financial well-being. Through group purchasing power, fiduciary protections and the ease of payroll deduction, employer plans commonly offer numerous advantages for individuals.  

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But, the continued success of the employer-sponsored system depends on greater flexibility for companies to pursue a range of benefit approaches along the continuum of plan sponsorship, from “traditional sponsor” to “facilitator” of retirement and health benefits. To meet this vision, the council has identified five goals and 46 specific policy recommendations to help reach those goals.

ERISA’s 40th anniversary coincides with the start of the professional football season, and the sport provides an apt metaphor for examining how the health and retirement benefits game is changing.

Fourteen years before ERISA’s enactment, Tom Landry began coaching the National Football League’s Dallas Cowboys. He quickly gained a reputation as an innovator with development of the “4-3 Defense,” now considered the default defensive alignment. Landry also devised the “Flex Defense”, a variation on the 4-3 in which defensive linemen were able to vary their attack depending on the action of the offense. This notion—that defensive players need not be fixed statues, reacting belatedly to unpredictable offenses—challenged orthodoxy and breathed new life into the sport.

The global economy is similarly unforgiving of entities that simply stay in one place, and—like defensive linemen—U.S. companies do not have the luxury of waiting until the time is right to adapt. While most of the central elements of ERISA remain unchanged, the fundamental nature of the employer-employee relationship has evolved significantly over the past forty years. Because no plan can fulfill all the needs of every family, employees must assume certain responsibilities: retirement planning, health care spending and physical fitness, for example. And because one size cannot possibly fit all, plan sponsors need the freedom to tailor programs to their own workforce—and often to provide variation within their workforce. The need to recruit, retain and motivate talent will continue to serve the companies’ core business imperatives.

Therefore, some employers may choose to assume a more traditional, even paternalistic, plan sponsor role, while others may choose to facilitate workers’ ability to take more direct ownership of their benefits. Therefore, ERISA and other governing laws must allow for a variety of approaches to employee benefits all along this spectrum.

ERISA’s federal standard is what makes broad-based sponsorship possible. In this way, ERISA is much like a football field: identical for all teams, constrained by clear borders, but designed with interior guidelines for organization and efficiency. Only on a level playing field can a wide variety of strategic and innovative approaches be fully explored.

Landry’s Cowboys, along with the similarly built Pittsburgh Steelers and Miami Dolphins, came to dominate the NFL in the 1970s with a brutish efficiency predicated on stout defense and a conservative power running game. It wasn’t until the early 1980’s that offenses began evolving in response to new realities of the game.

Legendary San Francisco 49ers head coach Bill Walsh perfected the “West Coast Offense,” which de-emphasized traditional running plays in favor of precise passing routes that stretched the field horizontally rather than vertically. Lumbering defenders, unaccustomed to moving laterally rather than forward, were more easily neutralized. Walsh brought three championships to San Francisco with this system as the Cowboys and Steelers temporarily faded into mediocrity. Once derided as “finesse” football, sophisticated offenses eventually became the new status quo—continuing to this day—and made the sport a lot easier to watch. In this way, the league evolved not only to meet its own needs, but the desires of its consumers as well.

The NFL’s offensive revolution was contemporaneous with a similar revolution in employee benefits policy. The adoption of traditional defined benefit pension plans peaked in the early 1980s—though it was never universal—and then relinquished ground to defined contribution plans as the predominant employer-sponsored retirement savings vehicle.

What will be the next big shift? The Patient Protection and Affordable Care Act (PPACA) established a completely new playing field for employer-sponsored health coverage. Coupled with a growing bi-partisan interest in comprehensive tax reform—and attendant scrutiny of the tax incentives that constitute the foundation of employee benefit plans—the health care reform law could fundamentally alter the value proposition of plan sponsorship.

Football is now the nation’s most popular sport, but is nevertheless beset by existential threats on multiple fronts: depressed actual game attendance, off-field embarrassments, and the epidemic of concussive head trauma. Despite extraordinary on-field innovations and financial success, the business of football itself will need to evolve to meet changing American values.

The future of employee benefits faces parallel challenges and opportunities. Given the tenuous financial status of federal entitlement programs, the employer-sponsored system is as vitally important as ever for American’s health and financial well-being. 

Foresight is not 20-20, but just like flexibility and innovations revolutionized football, a clear vision of where the employee benefits system must go—and flexible and innovative public policies to clear the path to getting there—is essential to developing the game plan that will remain viable for future generations of American workers.

 

 

NOTE: This feature is to provide general information only, does not constitute legal advice, and cannot be used or substituted for legal or tax advice. Any opinions of the author(s) do not necessarily reflect the stance of Asset International or its affiliates.

Getting Employees’ Attention for Retirement Planning

Defined contribution plan sponsors may find it challenging to get employees to engage in retirement saving and planning, but there are ways to get employees’ attention.

Employee engagement is one of four critical drivers that contribute to a successful retirement plan, along with plan design, plan management and investment solutions, according to a white paper from TIAA-CREF, “Retirement readiness starts with employee engagement.” An employer has direct control over these last three drivers, but without an effective employee engagement strategy, their impact will likely be diminished.

In addition, employee engagement plays a critical part in fulfilling a plan sponsor’s fiduciary responsibility to help employees achieve the best possible outcomes. According to the paper, the good news is plan sponsors are in a position to positively influence their employees’ behavior, as 81% of employees trust the financial advice provided by their employers, according to TIAA-CREF’s Investment Options Survey.  

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In addition to the white paper, TIAA-CREF offers a checklist of five steps to successful employee engagement.

Establishing Plan Goals and Benchmarks

Accurately defined metrics can help sponsors set objectives for an employee engagement strategy, according to the paper. 

Ed Moslander, senior managing director and head of institutional client services at TIAA-CREF in New York, explains that there are two kinds of metrics—macro and technical. On the macro side it’s about defining retirement readiness. “For us that means income replacement ratio, and what level of after-tax income the plan sponsor is looking to provide either through the plan itself or in conjunction with Social Security,” Moslander tells PLANADVSIER.

Moslander says establishing the level of retirement readiness plan sponsors are shooting for is a good start, but it doesn’t change much. That’s where the technical metrics come into play, he says. Plan sponsors should set goals for the things that can change—participation rate, deferral rates, investment types, default fund, and advice offerings. For example, Moslander says TIAA-CREF has worked with plan sponsors to examine their plans and determine which participants are clearly misallocated in investments, so plan sponsors can enact change that can affect them.

Use Tailored Communications  

Customized messaging can also help sponsors target and influence their key audiences, according to TIAA-CREF.  

“This is the thing that probably has the potential to affect the most change,” Moslander says. “Historically, we’ve been using ‘one-size-fits-all messaging,’ and it hasn’t been tremendously effective.” TIAA-CREF suggests plan sponsors segment participants, not just by age or gender, but by lifecycle and interests.

In the white paper, TIAA-CREF segments employees into five distinct groups:

  • Focusing on daily expenses. These employees live paycheck to paycheck and have limited financial flexibility. They are likely to be most responsive to communications about budgeting and meeting immediate financial needs.
  • Starting to put money aside. These workers are moving toward planning for financial stability, but they need help balancing short-term goals—such as buying a home, paying or saving for education, and enjoying leisure activities—with long-term retirement planning.
  • Continuing to save and invest. These workers are relatively well-off but are eager for help as complex financial circumstances make decision-making more difficult.
  • Nearing retirement. These workers need to formulate a plan for transitioning to their post-work years, including strategies for lifetime income.
  • Living in retirement. Having stopped working, these plan participants need to understand how to turn their savings into income, and also need help with topics such as health care savings and estate planning.

“The 35-year-old with a mortgage and other debt and trying to save for college should not be getting the same message as the 55-year-old getting ready to retire,” Moslander states.

According to Moslander, group sessions are effective for some cohorts of similarly situated people; when put into similar groups, participants may feel comfortable opening up and asking things they wouldn’t usually.

Leverage Technology 

TIAA-CREF urges sponsors to engage with participants by using the right channels to enhance their retirement planning experience.

“For some people, it’s about leveraging technology; for some, there’s nothing like a face-to-face conversation,” Moslander says.

According to the white paper, mobile traffic at TIAA-CREF doubled in 2013, with three million visits from its participants (19% of the total) coming from tablets and smartphones. The firm has found technology is more popular with younger people, and has leveraged gamification successfully. It’s about meeting people where they are, Moslander says.

On the other hand, he points out, when it comes to those participants close to retirement, there’s no way to set up an income stream without talking to someone. “That’s a complicated thing. They may be transitioning into retirement or jumping off a cliff into retirement. They may have a spouse’s income [to rely on]. So, talking to an objective counselor is necessary,” he states.

Make Guidance a Priority 

In addition to investment advice, sponsors may choose to offer guidance by providing participants with investment recommendations.

According to TIAA-CREF’s white paper, guidance is provided via workshops, printed or online materials, online tools and calculators and one-on-one consultations with financial experts. Guidance may be enough for some employees, but others may want or need more direct help in making retirement planning and investing decisions.

Advice is the answer for those employees looking for specific fund recommendations that are tailored to their individual circumstances, and that are immediately actionable, the paper says. Advice, as defined under the Employee Retirement Income Security Act (ERISA), comes with a fiduciary duty, which is one of the reasons plan sponsors often offer advice through their financial services provider or another third-party provider.

There are different times when specific investment recommendations are most appropriate, Moslander notes. “How much to save, when to begin, how to allocate, what specific funds, setting up an income stream at retirement—these are times advice is important,” he says, adding that advice should consider the participant’s complete financial situation. “For example, you can’t just tell a 35-year-old to max out their savings, they may have a lot of other things going on.”

Moslander adds that TIAA-CREF has found advice really works; among employees who tapped in-person retirement advice in one recent five-year period, 68% chose to either save more, change their future allocations or rebalance their portfolios.

Monitor the Effectiveness of Your Strategy 

TIAA-CREF says sponsors also must recognize that employee engagement is an ongoing process, so an ongoing partnership with plan providers is key to monitoring and achieving success.

“In a sense this is the most important thing,” Moslander says. He explains that TIAA-CREF has seen the most success engaging employees when the employer is really engaged. “You can’t get participants engaged if the employer is not committed to making it work.”

Once an employer is engaged and agrees on approaches to reaching participants, it stays engaged by monitoring results and making corrections. The same approaches do not work everywhere, Moslander notes. Plan sponsors can figure out what works and with whom by looking at the data about participant engagement in communication efforts. “You do this so that, with limited resources—dollars or people, you can target your energy where it is more effective,” he says.

Moslander concludes that employee engagement has been a struggle for the financial services industry and plan sponsors, and the solution revolves around segmentation, technology and multi-channel communications, and advice and guidance—the three components that can turn things around for unengaged participants. He adds that a big change in the past few years is the technology to meet employees where they are. “That has helped us get results.”

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