Employee well-being—mental, physical, and financial—is a top priority for many organizations. When employees feel supported, they’re healthier, more engaged, and more productive. But investing in great programs isn’t enough. Employees need communication and nudges to learn more and feel motivated to participate.
Following a well-thought-out communications strategy, we worked with one organization to double employee participation in their employee assistance program, and with another to achieve 78% employee registration and 61% active engagement with a personalized health platform that focuses on wellbeing!
Here are a few steps you can take to drive engagement and return on your well-being program investments:
- Make it an event. Pair simple actions (like watching a video or taking a quiz) with incentives and deadlines to overcome inertia and encourage participation.
- Leverage leadership and champions. Support from managers and employee advocates can destigmatize sensitive topics and normalize engagement.
- Use data to guide communication. Track what channels employees respond to—email clicks, QR scans, Slack messages—and adjust your outreach accordingly to maximize impact.
- Understand employee needs. Tailor messaging to what motivates your people. Instead of promoting a “weight-loss program,” say, “Struggling to lose weight? We can help.” Also, use surveys and informal check-ins to gather insights.
- Communicate creatively and often. Use a distinct voice, and deliver bite-sized, visually engaging content. For example, a recent #lifehacks campaign used humor and relatable family situations to connect employees with its emotional well-being programs.
By applying these strategies, HR teams can think like marketers—creating compelling, personalized experiences that drive participation and improve employee well-being.