How crucial is communication to the employee wellbeing program?

Authored by Manoj Chandran, Chief Marketing Officer, Manah Wellness.

As organisations begin to acknowledge the role of employees’ wellbeing in their success, wellbeing programs are gaining in popularity. Particularly after COVID-19, organizations have understood the importance of having in place an effective employee wellbeing program. There’s also a growing demand among the workforce for steps, resources and environment that help them prioritize their wellbeing.

Traditionally, an employee wellbeing program is often introduced in an organization as a benefit. Because it is seen as a healthcare initiative, the focus has been on providing a range of facilities. The program typically identifies various products and services that need to be offered to the employees before communicating about the same to them. These can include access to a gym, nutritious food, wellbeing classes, regular check-ups and diagnostics and access to professionals for treatment.

In such an approach to launching a wellbeing program, we assume that employees are aware of their needs for these products and services and are willing to utilize them. We assume that demand for these services exists among the employees. That utilization will pick up by merely informing the employees of the services.

However, the truth is that the increase in utilization of wellbeing products and services in an organization is not a linear process. One of the primary reasons is that despite increasing awareness among people of the need to prioritize one’s wellbeing, there’s widespread reluctance to start a wellbeing regimen, more so in sustaining such a practice. This reluctance is born out of several factors, some of which are denial of the need to prioritize wellbeing, lack of awareness and knowledge, trust deficit and social norms.

It becomes essential that before we expect our employees to utilize the products and services we introduce, they must be helped to remove the hurdles that keep them away from practising wellbeing. Therefore, an employee mental wellbeing program, essentially, serves to bring about a mindset shift among the employees. The program works on removing their apprehensions and fears so that they are ready to engage with the program’s various activities.

An effective communication plan is fundamental to achieving the behavioural change among the employees. It’s only through sustained communication can we help employees find answers to their questions, make them comfortable in exploring the wellbeing space and get them to engage with the various activities of the program. There’s no denying that wellbeing products and services must be in place for the program to be successful. However, without a strong communication plan, it would be impossible to get the employees to use these products and services.

Leveraging the organization’s internal communications function to curate and execute an effective plan should be part of the mental wellbeing strategy. Identify the various communication channels that are used by the employees and develop newer communication products exclusively to discuss the subject. Use them to inform the employees so that they make the right decisions. Educate them on the benefits of the various products and services made available as part of the wellbeing program. Tease them with fresh perspectives on mental wellbeing so that they become curious to learn about them. Use communication channels to nudge them into participating in the various initiatives launched as part of the program.

The communication plan of the employee wellbeing program must also create opportunities for employees to engage and experience. Such two-way channels would allow them to interact with leaders and subject matter experts. The plan should also offer platforms for wellbeing champions within the organization to connect with employees and advocate the importance of prioritizing one’s wellbeing.

A communication plan is only as effective as its content. The employees must have access to rich content that answers the questions they have and convinces them of the need to make the right decisions on the subject. Such content must also motivate them to acquire new perspectives on mental wellbeing.

Wellbeing is a personal subject. Each one of us will have our own set of self-doubts, questions, comfort zones and interest areas. The communication plan of the wellbeing program must acknowledge the unique needs of each cohort among the employees and ensure that the communication is relevant and appealing to them.

Making relevant content accessible and launching effective communication activities must be a sustained effort. We will need to consistently communicate with the employees through various channels. Given the deep-seated notions and beliefs we carry about health and wellbeing, it takes a lot to bring about the desired mindset shift.