Talented workers are leaving for workplaces that prioritize wellbeing. Study after study has shown that to be the case. According to Alight’s 2021 Employee Wellbeing Mindset Study, 84% of employees say the wellbeing programs offered by a company make them feel better about their employer. A commitment to wellbeing also pays off in terms of engagement, as employees are twice as likely to be engaged at work when they are feeling positive about their wellbeing.
of employees believe their organization cares about their wellbeing3
Employers are getting the message and investments in wellbeing programs are accelerating. Among jumbo, large, and mid-sized organizations, the total budget for wellbeing programs averaged $6 million per company in 2021, up 22% from $4.9 million in 20201. On average, employers offer 21 wellbeing programs2 , yet less than 50% of employees believe their organization cares about their wellbeing3 . With the arrival of COVID-19, most companies (96%) offered additional mental health resources in 2020, yet only one in six employees said they felt supported 4.
With organizations investing so heavily in their employee wellbeing strategy, why is there such a disconnect? One of the primary reasons is a lack of wellbeing communication.
No matter how much you spend on wellbeing programs, you won’t achieve the desired impact if you don’t actively connect employees to programs that matter and inspire them to act. Organizations that have taken a strategic approach to not just offering employee wellbeing programs, but also investing in engaging and creative communication have reaped the rewards.
Personalized and plentiful
Stress and burnout are a very real consequence of today’s fast-paced world. The events of the past two years have only heightened those feelings for millions of Americans. When the pandemic accelerated the need for mental health support, one Fortune 500 tech company bolstered their offerings—and rolled out extensive communications—to help their global employees and managers, particularly those located outside the U.S., better understand the mental health support they were making available to them.
They introduced a communication campaign centered around a global mental health website in eight core languages that leverages a simple self-assessment to deliver solutions based on each employee’s take on their wellbeing and desired ways to get help. The site was accompanied by a leader toolkit that spotlights the resource and includes culturally sensitive conversation starters and things to listen for. Employees had access to multiple resources, including the company’s EAP, meQuilibrium, and Alight’s Benefit Pro service.
The wellbeing communications strategy was extremely effective –
of employees said they know where to go for mental health support
feel the company supports their emotional and mental wellness
think the company’s mental health support is above or well above other employers
Creative and authentic
Another tech giant decided to go beyond the basics and combat stress and burnout in open and creative ways. They launched a global mental health initiative to help their employees manage real-life challenges, reduce stigma, and encourage employees and their families to explore resources in a language that would resonate with their people.
The campaign featured interactive education, self-assessments, eCards and podcasts designed to engage and inspire. Not a one-and-done communication push, the campaign is ongoing, touching on many facets of mental health and appealing to different types of employees.
So far, the results have been quite impressive, with ...
hits to the interactive documents in 2021
listens to 21 podcasts since June 2019
Comprehensive and inspirational
Meanwhile, another client embraced a holistic communication strategy to ensure its annual step challenge campaign kept people walking even during the pandemic. The cohesive end-to-end campaign featured leadership previews, a planning site, registration education, challenge promotion, and post-challenge communications. It encompassed 56 different communications in a multi-media approach, including customizable posters, emails, banners, PDFs, newsletters, and tiles.
The challenge was a resounding success, with ...
of eligible employees participating, an 11% increase from 2020
of U.S. participants and 73% of global participants entered steps every week
said they were satisfied or very satisfied with the experience
Take your wellbeing communications to the next level
While tech companies may be ahead of the curve on prioritizing wellbeing communication, this needs to be a priority for all employers in this new age. As companies increasingly encourage employees to make wellbeing a priority, a strategic approach to wellbeing communications is an absolute must-have. Employers who are committed to communicating their wellbeing program will have a competitive advantage when it comes to attracting and retaining talent. Those who don’t will struggle to achieve employee engagement with the programs offered and fail to reap the desired return on the investments they’re making to support the holistic wellbeing of their employees.
1 12th annual Employer-Sponsored Health & Well-Being Survey from Fidelity Investments and Business Group on Health
2 Gartner
3 Gallup, “Employee Wellbeing is Key for Workplace Productivity”
4 McKinsey & Co., November 2020
