What You Should Be Posting If You Want Federal Employees to Reach Out to You First

Key Takeaways

• Federal employees are actively searching for advisors who demonstrate expertise in their unique benefits. Your content must showcase this knowledge clearly.

• Educational, benefit-specific, and timeline-driven posts consistently outperform generic financial content when it comes to generating inbound leads from federal workers.

Why Generic Financial Posts Aren’t Enough in 2025

In 2025, federal employees are overwhelmed with information. Most are not seeking general financial advice. They’re looking for answers that apply directly to their retirement benefits, Thrift Savings Plan (TSP) withdrawals, annuity options, or survivor benefits.

If your social media posts, emails, or articles sound like they could be meant for anyone, then they’ll work for no one. When your target audience is this specific, your content has to be just as focused.

What Federal Employees Actually Want to See

Federal Benefit Deep Dives

Break down one topic at a time. Focus on:

• FERS Annuity basics: High-3 calculation, retirement eligibility, MRA+10.

• TSP withdrawal rules: Post-55 rule, required minimum distributions (RMDs), Roth vs. Traditional.

• Social Security integration: The effect of FERS supplement ending at 62, Windfall Elimination Provision (WEP) repeal.

• FEHB in retirement: Lifetime eligibility, premium payment structure, coordination with Medicare.

• New PSHB changes for 2025: Medicare Part B requirements, prescription coverage, cost-sharing breakdowns.

These posts should be highly educational. Don’t just tell them what a term means. Show them why it matters to their retirement timeline and decisions.

Key Timeline Reminders

Federal employees respond well to posts that feel timely. Plan content around:

• Open Season (November to December): Highlight enrollment decisions, premium comparison tips, or FEHB-Medicare coordination.

• Age-based milestones: Post at ages 50, 55, 59½, 62, and 65 to explain what changes in eligibility, penalties, or benefit access.

• TSP withdrawal notices: Discuss 2025 rules around RMDs starting at age 73, and consequences of missed deadlines.

Use graphics, countdowns, or short videos to anchor your content in urgency.

Misconceptions to Clear Up

There is no shortage of confusion around federal benefits. You can use that to your advantage by creating content that:

• Clarifies Medicare Part B enrollment for PSHB in 2025

• Corrects myths about FEHB ending at retirement

• Explains that survivor benefits affect FEHB eligibility for spouses

• Describes how the repeal of WEP in 2025 changed Social Security benefits

These posts invite engagement. Ask: “Have you heard this before?” or “Does this surprise you?” to encourage comments or shares.

The Best Performing Formats Right Now

1. Short Videos (30–90 seconds)

Federal employees appreciate clarity. If you can break down a complex concept in a minute, you’ll earn their trust.

Ideas:

• “What actually happens to your FEHB when you retire?”

• “How much will your TSP withdrawals be taxed at age 60?”

• “Is Medicare Part B really required for PSHB in 2025?”

Add captions and always end with a simple call to action like “DM me to review your options.”

2. Carousel Posts

Use slides to walk through a timeline or concept:

• Slide 1: “You’re turning 62 this year? Here’s what changes.”

• Slides 2–5: Step-by-step breakdown of FERS supplement ending, Social Security eligibility, and FEHB implications.

• Final Slide: Invite them to schedule a personalized review.

These work especially well on LinkedIn and Instagram.

3. Benefit Comparison Tables

Don’t make them guess. Use tables to compare:

• FEHB vs. PSHB (2025)

• TSP Roth vs. Traditional in retirement

• Survivor annuity vs. no survivor annuity (impact on spouse’s FEHB)

Keep your tables simple and visual. Your goal is clarity, not complexity.

4. Case-Style Walkthroughs (No Real Names)

Even without specific client stories, you can write “scenario” posts:

• “A 56-year-old federal employee retiring with 30 years of service…”

• Walk through their TSP options, FEHB eligibility, and Social Security timing.

• Ask: “Would this apply to your situation?”

These make your expertise feel highly relevant.

Content Calendar Structure for Federal-Focused Advisors

To keep your messaging consistent and relevant, build your 30-day calendar like this:

• Week 1:

  • 1 video: “What to know if you’re retiring in 2025”

  • 1 table: PSHB vs. FEHB differences this year

  • 1 carousel: Medicare milestones by age

• Week 2:

  • 1 myth-buster post: “You don’t lose FEHB when you retire.”

  • 1 benefit walkthrough: TSP withdrawal penalty rules

  • 1 video: FERS annuity supplement and age 62 transition

• Week 3:

  • 1 chart: Cost-sharing breakdown for PSHB 2025

  • 1 prompt: “Are you 64 and unsure about Medicare Part B?”

  • 1 carousel: High-3 salary explained

• Week 4:

  • 1 call to action: Book a benefits review

  • 1 milestone post: Turning 65 this year?

  • 1 mini-guide: FEGLI pros and cons in retirement

You don’t need to post daily. Consistency matters more than frequency. If you only post 3–4 times a week, but every post speaks directly to federal employees, you’ll outperform a generic daily feed.

Calls to Action That Work for Federal Employees

The best CTA is the one that feels low-pressure and helpful. These convert well:

• “Message me to review your TSP withdrawal timeline.”

• “If you’re unsure about Medicare Part B and PSHB, let’s chat.”

• “Let’s walk through your High-3 average together.”

Federal employees want clarity. Position your CTA as an offer to guide, not to sell.

Avoid vague CTAs like “Book now” or “Let’s talk.” Instead, tie your CTA to a specific benefit, question, or decision point.

Language That Builds Trust in 2025

Federal employees are cautious. Many have been burned by advisors who didn’t understand their system. Use words that demonstrate alignment:

• “We help federal employees retire with confidence.”

• “Understanding the FERS system is what we do.”

• “TSP, FEHB, and your annuity are our specialty.”

Avoid overly promotional language. Speak like a peer, not a pitch.

Tone should be:

• Professional

• Educational

• Outcome-driven

Avoid:

• Exclamation marks

• Salesy phrases

• Emojis

Let the value of your content be the hook.

Staying Ahead of Changes

In 2025, changes to PSHB, Medicare integration, and Social Security benefits are top-of-mind for federal workers. To stay relevant:

• Plan to post every time a new rule or update is confirmed

• Translate policy into simple action steps

• Send updates to your email list as well

You become their trusted source when they see you reacting in real time to what affects them.

Set Yourself Apart From Other Advisors

Most advisors still post generically. You won’t. Your content will:

• Speak directly to federal timelines and benefit rules

• Focus on clarity, not complexity

• Offer support without pressure

That’s how you get federal employees to reach out to you first.

Build the Right Kind of Interest in Your Services

If your goal is to attract more federal employee clients in 2025, you need to consistently show that you understand them better than anyone else.

Use the tools we’ve outlined above: targeted posts, focused formats, specific language, and timely reminders. Don’t waste your time creating content for everyone. Speak to one audience with absolute clarity.

If you’re ready to position yourself as a go-to federal retirement expert, we can help. At Bedrock Financial Services, we offer training, automation, and marketing tools designed specifically for professionals who want to reach and serve government employees.

Sign up today and see how we can help you build a predictable, federal-focused book of business.