Communicating well-being — more important than ever?
In today’s remote environment, most offices are barren.
For HR benefits professionals, well-being has become more than the latest buzzword. It’s the idea behind efforts to find the best mix of benefit options and programs to support your employees’ health, as well as that of your organization. After all, healthier, more productive employees can make for a stronger bottom line.
The coronavirus pandemic has undermined employees’ sense of well-being in unfathomable ways. With so many people working remotely, homeschooling their children, and availability of resources while worrying about income loss, it’s more important than ever to provide information and outreach your team can use to weather this crisis.
A recent COVID-19 study by Edelman stated that a person regards their employer's communications as the most credible source on the pandemic information. The study noted that employees desire frequency and clarity on everything — from the organization’s plans for operational readiness, to how many of members in their organization have contracted the virus. In addition, 78% of study respondents expect their organizations to provide resources and update teams on a regular basis. Your organization likely provides well-being benefits and resources that can help. Sending targeted messaging will only strengthen your position as a leader and enhance employee satisfaction.
Three types of well-being communications
Employee well-being falls under three categories: physical, mental and financial.
Physical well-being: Encouraging employees to take care of themselves, and their loved ones, can help them cope with stress and make your organization stronger. Provide information to help employees be mindful of developing or maintaining healthier habits, e.g. exercising, eating healthier, cutting back on alcohol or quitting smoking. Many national and regional gyms, yoga and high-intensity interval training (HIIT) studios are providing multi-month virtual programs at no cost during the crisis. Or, launch that fitness challenge you’ve been delaying.
Mental well-being: Extended isolation, not to mention upheaval in one’s daily routine, can be upsetting or even exacerbate existing mental health issues. The current crisis can also be a catalyst for stress and depression. This is a perfect opportunity to highlight your Employee Assistance Program (EAP), providing employees numerous resources, including help with mental health issues, legal and family advice and financial counseling. A free call to an EAP counselor might be a lifeline for an employee.
Financial well-being: You may have a population of early career employees with massive student debt, mid-career employees facing preparation to send their children to college while planning for their own financial future, and late-career employees looking toward retirement along with caring for their aging parents. The needs around debt, spending, wealth management, and income are highly individualized. Provide resources they need, such as 401(k) provider information, EAP resources and financial counseling – or consider new incentive programs, such as student loan forgiveness. If employees are being furloughed or laid off, encourage them to use their benefits until their eligibility lapses. When they are no longer eligible, ensure transition materials explain resources in a clear and simple way.
Creating a well-being campaign
Communicating is always required if you want an engaged culture. A well-being campaign, including an annual well-being calendar, can keep you on track for communicating year-round. It can help employees withstand the current crisis but also helps build appreciation for their total rewards.
Design a calendar or schedule focused on the three categories of well-being communication. For example, send bi-weekly emails with three sections (one for each pillar) or focus on one pillar a month. Include multiple, readily available resources that make sense for your organization: national health observances, education blurbs on apps you currently use, EAP contact information, tips on COVID-19 prevention from the CDC and more.
Current reports on the coronavirus outbreak shows that people with underlying health conditions tend to be at higher risk for increased symptoms and poorer outcomes than those who do not. By including a wide range of health and fitness issues to help support overall well-being — including cancer, diabetes, men’s health, thyroid disease, alcohol awareness, PTSD, stroke prevention, heart disease and everything in between — you can reignite employees’ responsibility for taking care of their health.
Credible content is available from the CDC, Department of Health and Human Services, the National Institutes of Health, The Consumer Financial Protection Bureau and more.
Expanding the campaign
Consider using companion pieces and media that align with the campaign while maximizing employee reach, such as:
30-minute resource webinars, twice a month, that allow employees to gain access to more detailed resource information and provide a forum for questions. This also allows you to better understand employees’ major concerns
Digital newsletters with short, timely articles, callouts featuring relatable statistics and healthy recipes
Tailor employee email to seasons, activities or other themes and mention any company benefits or programs that relate to health or well-being issues. Include messaging that encourages a call-to-action
Of course, we’re here to help. Contact us for more additional guidance and resources regarding the creation and execution of well-being campaigns.
Moving forward
This temporary “new normal” has likely surfaced a range of well-being issues your employees have not considered before. Helping them take full advantage of their benefits and programs during this time is important. Keeping the lines of communication open is a good way to remind your employees that we’re all in this together.
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Re:form Communications is supporting businesses and organizations during, and after, the COVID-19 pandemic. We can help manage communications with employees and customers; and provide guidance on strategies and policies for effective preparedness and response efforts. Contact us today.