Employee well-being continues to be a concern to employers. Many offer programs and are always in the process of tailoring the programs to fit employees' changing needs.
The Business Group on Health offers an array of advice on communication in their article, "Expert Tips to Transform Your Health and Well-Being Communications Strategy."
One strategy was to talk directly to employees about their needs. (excerpted below)
Get feedback from employee resource groups (ERGs): Because ERGs gather employees with an overarching goal or set of interests, they provide a captive audience for more targeted communications. In addition, ERGs are natural focus groups. Employers can use ERGs to inform the development of tailored communications; for example, one Business Group member partnered with its PRIDE ERG to develop an inclusive benefits guide that highlights programs and resources that may benefit groups such as LGBTQIA+, persons with disabilities, caregivers, active military and veterans and more.
Other Business Group members have collaborated with Parent and Caregiver ERGs to create resources like return-to-work guides (for employees and managers alike) and buddy programs for new parents returning from parental leave.
Hone communication needs through focus groups: Focus groups provide an opportunity to gather specific information and feedback, as well as pilot test language. Listening sessions pinpoint where the health and well-being brands can improve, what employees expect and elucidate where the organizational and health and well-being brands should align and where they should differ.
For example, a Business Group member had shifted away from physical mailers in favor of email communications, but through frontline focus groups, the company learned that some employees did not want to use a phone to access benefits information and didn’t always feel tech-savvy enough to do so. The company ended up reinvesting in paper mailers to capture the attention of this group. Focus groups can also help employers select language that resonates with the audience, replacing benefits jargon with language that’s more accessible to everyday employees.
Garner insights from employee surveys: Some employers use engagement or other surveys for insights on employee expectations and opportunity areas. For example, one Business Group member incorporates questions, such as what benefits employees want to learn more about and where to go to find that information, at the end of its open enrollment module.