Expert tips for successful communication about wellness programs
There are many important reasons for companies to offer employee wellness programs. They can boost employee productivity and morale. They can help offset the cost of providing healthcare coverage. And they're an important tool for attracting and keeping skilled workers. In an Employee Benefit News article titled, "Good Communication Can Help Company Wellness Programs Succeed," Lisa Gillespie cited these statistics: Sixty percent of employers now offer a wellness program. Another eight percent plan to offer one within the next 12 months. That could be great news for the health of our country's workforce. But first, employees have to take advantage of them.
No matter how good your company wellness program is, it won't work if employees don't know about it. And employees won't use it if they don't understand the services. That's where good communication can make all the difference. Yet a Harvard Business Review 2010 survey of HR leaders found a sobering fact. A full 23 percent say their employees view their benefits communication as weak.
Following are expert tips on how to make wellness program communication strong, memorable, and effective.
Make it clear and simple.
Jennifer Benz is the chief strategist and founder of Benz Communications. Her advice is to make it clear and keep it simple. As she writes, "Most of us don't understand medical jargon. When we see it or hear it, it's overwhelming and often scary. Wellness programs need to be communicated in a way that makes sense to employees." Terms like biometric screenings and health risk assessments can seem daunting. So be sure to define terms and repeat concepts. Try different formats to say the same things. Don't overwhelm with too much information. Use visuals, bulleted points, graphics, charts, and FAQs. "This is especially important as benefit plans become more complex. Understanding dispels fear and any resulting resistance," says Benz.
An online article in Corporate Wellness Magazine, "8 Tips to Boost Your Wellness Communication," backs that up. Shawn M. Connors writes, "Clarity is the main ingredient of effective communication. If you messages aren't obvious, they can't be understood. In fact, they might not even be read or heard." This is especially true when employees see a topic as important but complex. Understanding health savings accounts and choosing a healthcare plan are two good examples.
Headlines and quick reads are critical.
As Connors writes, "Employees are surrounded by communication. On their desks, memos and faxes await response. On their computers, unread e-mail messages mount, and instant messages ding. Corkboards have sticky notes, phones have missed calls and … what? You have an important health of benefits message to send?"
To get employees' attention, make good use of headlines, subheads, image captions, and callouts. These things that employees can scan should make up at least half of the communication. They'll be read. The rest will be read based on individual interest.
Keep it engaging.
Benz cites Limeade CEO Henry Albrecht and his "Five Rules of Engagement" for wellness programs. They clearly apply to wellness program communications as well.
- Be relevant. Successful programs speak to employees' interests and concerns.
- Be social. Successful programs take a "we're-all-in-this-together" approach. They place relevant health-enhancing activities within a social network.
- Be positive. Positive approaches that stress the improvement of well-being encourage rather than threaten. They reward rather than punish. They help people feel good and give them strength to tackle the things that aren't working.
- Be integrated. Wellness offerings from more than one vendor must be integrated. That will give employees a simple, easy-to navigate user experience.
- Be safe. Make sure you've covered all your bases regarding safety, security, and compliance.
Assure employees of privacy and confidentiality.
Health information is very personal and can stir up strong emotions. Benz advises assuring employees that their privacy will be protected, and doing it often. Let them know that results of any wellness program medical tests will be confidential. Clearly communicate the company's commitment to privacy. They'll be more confident and willing to engage.
Use as many tools as you can.
Different people respond to different media. Make the most of your communication by using all the tools you can. Newsletters, posters, banners, e-mail, Facebook, Twitter, blogs, brochures and more help reinforce your message. A benefits website is a great communication tool. It can provide easy, anytime access to information for employees and family members.
Don't overlook print.
Connors makes an interesting point about printed materials. "Imagine for a moment that we live in a completely digital world, one in which no one has heard of printing," writes Connors. "And then someone makes a discovery: There's a way to grow a substance that can be converted into a portable communication tool. This tool can be used, shared and – get this! – recycled later into a bench. "Renewable? Recyclable? Portable? Is this magic? It's paper."
His point is that print isn't dead, it's just changing. And to make it work for you in today's world, you need to make it timely and customized.
"People trust print," writes Connors. "They feel comfortable using it. They can't fast-forward past it. Print doesn't delete. You don't need to change it. Print is beautiful. It can draw the eye to content and photos with effects and papers that make readers want to touch and feel your message. Print enhances the impact of other media. Direct mail, poster campaigns, and brochures can lead people to websites, videos, and social media sites – and vice versa."
Communicate all year round.
Companies tend to send out a flurry of communication at enrollment time. But they may provide little else the rest of the year. Benz reminds HR managers to think beyond the enrollment period. Talk to your employees and their families all year long. Keep a constant flow of useful information going to them. Even the changing seasons present opportunities to talk about various programs and activities.
Make communication a two-way street.
Get employees involved in the planning process. Invite them to be part of the wellness committee. Ask for their input through surveys to find out what motivates them. Use the feedback or questions you receive to create new content and study existing programs. And be sure to keep employees in the loop. Get back to them with such information as results and participation rates. Share personal success stories when you have them.
Harness the power of one-to-one communication.
A face-to-face meeting can be a powerful thing. Specific questions can be addressed. And privacy isn't as big a concern. As Gillespie says, "Employers can partner with a benefits carrier that offers face-to-face communication as part of its enrollment services to help spread the word about their wellness benefits. Tools such as benefits statements and salary illustrations can help employees understand the value of the services provided. But a sit-down, face-to-face session with a benefits counselor can help employees develop an even better awareness and appreciation of a company wellness program."
With all the effort a company puts into a wellness program, it's vital to make employees aware of it. Good communication can help it work successfully for companies and employees alike.
