When there are more open roles than qualified people to fill them, benefits packages can be an excellent draw for top talent. Still, with hundreds of options out there, companies turn to benefits advisors to create the perfect packages for their teams.

However, according to a recent Uprise Health survey of more than 500 U.S.-based HR leaders, HR decision-makers have high expectations for their benefits advisors. More than half of those surveyed said they are between “somewhat likely” and “completely likely” to change their current benefits advisor in the next year. These professionals are looking for benefits advisors who can help find solutions and options that give better access to mental health care, chronic illness, and wellbeing. Because both benefits options and employee needs change often, HR teams appreciate proactive advisors who connect with them regularly.

Meeting and exceeding HR team expectations begins with knowing what qualities are most important in an advisor. In our survey, we found HR leaders want a benefits advisor who has better product offerings (46%), better technology (41%), more responsiveness and proactivity (38%), lower fees (36%), and solid partnerships with insurance companies (29%).

Relationship building for benefits advisors can stand out from the competition and develop long-term relationships with their clients. Here are a few ideas.

  • Get informed. HR professionals are looking for partners knowledgeable about the latest benefits, tools, and offerings.
  • Customize tailored benefits packages based on client needs.
  • Offer educational opportunities that help employees learn more about their benefit options.
  • Be a strong negotiator.
  • Offer transparency about commissions and fees.
  • Check in frequently with clients with ideas for their employees, answers to questions, new options—or just to say hello!

Read our survey results and discover new relationship-building tips for benefits advisors in our latest infographic.