In a rapidly changing business climate, companies’ needs and expectations are shifting. As a result, brokers’ roles are also transforming. Today, brokers need to be ready to provide guidance on all areas of human resources. “Companies are looking to their brokers to support the entire human capital experience, especially around talent,” wrote Courtney Simpkiss for Benefits Pro.


By becoming well-versed in solving clients’ problems, you’ll ensure your value-added offerings are needed for years to come. “For a broker, there is no barrier of entry to make recommendations,” wrote Steve Jackson for Benefits Pro. “Your clients look to you as the expert; it’s mutually beneficial for you to act accordingly.” Here are three areas that will allow brokers to extend the service their clients are seeking:


Holistic Benefit Strategies

“Employers expect brokers to devise benefits strategies, as well as execute them,” wrote Shelby Livingston for Business Insurance. “As benefits become more complex and employers introduce high-deductible plans to save costs, communicating those changes has become a major broker role.”


Think of yourself as a guide to help clients navigate these changes. According to Benefits Pro, “Brokers should connect the dots, … show an employer the gaps in a benefit strategy and how those gaps can be filled.”


Payroll and Other Outsourced HR Duties
“Wages are one of the largest costs for employers, so payroll is a logical place to initiate long-term change,” Jackson wrote. “Taking action now to update benefits eligibility, improve labor costs with time and labor management systems, and offer wellness programs could all help control costs down the road.”


Find ways to solve problems for your clients’ decision-makers. “HR departments are lean. If you have technology to manage and maintain your processes, it makes a world of difference,” Jackson wrote. “Brokers can create stickiness with clients outside of regular benefits admin if they focus on creating efficiencies.”


Tech Guidance

Employers understand tech can modernize their HR functions, and brokers can help them choose the right tools, Jackson wrote. “That means delivering easily accessible data,” he stated, as well as “access to carriers, and a simple interface to manage payroll, PPACA compliance, shifts and scheduling, and COBRA.”