Effective communication is an integral component of a successful wellness program. If employees don’t understand the program, it will probably fail. If they are unaware of what’s in it for them, there’s little incentive to sign up. How you engage your employees with communications has the power to take them from skeptical to active program participants.
There’s a team of copywriters, designers, and marketers who work hard to produce your wellness program communications, but the job doesn’t end there. The varying age ranges, income levels, health statuses, and job responsibilities of workforces mean each demographic is diverse, making it hard for one-size-fits-all communications to reach all audience members.
So, whether you’re shopping for a wellness provider or have one already, it’s crucial they offer communications support as part of the wellness program. Or, if you’re facilitating the program in-house, consider adding a communications strategist (or team, depending on company size and budget). Communications support can ensure the success of your wellness program and its communications in four important ways:
1. Strategy: The approach to engage employees who work in a factory or warehouse differs greatly from one used for employees who sit at a computer all day — and your company may have both. Communications specialists understand your unique population and make recommendations accordingly — like utilizing a paycheck stuffer instead of sending an email to inform your factory or warehouse employees of an upcoming challenge start date. Their insight also allows them to create communications plans and timelines that ensure the structure of your program from start to finish, all with results in mind.
2. Consultation. You have job responsibilities at your company, so keeping your finger on the pulse of member engagement can be an added and unwanted task. Consult your communications strategist for help keeping members engaged throughout the life of the wellness program. Plus, they should routinely reach out to you, ensuring you’re equipped with the right resources for effective communication.
3. Troubleshooting. Every now and again — for whatever reason — your members won’t fully engage with a certain program component or challenge. Whether they recommend an activation campaign or leverage messaging with clear calls to action, communications specialists can quickly resolve common issues to get your communications back on track.
4. Creativity. Telling employees to take the stairs more often is one thing — getting them to do it is another. Defer to your communications specialist for ways to increase engagement. They may recommend persuasive campaign posters to hang in your elevator lobby or some form of creative incentive. They can also assist with writing blog and social media posts, or creating other relevant and engaging content to bolster your program’s communications.
Ultimately, it’s in the best interest of a company to align communications with their unique demographic. Communications specialists are educated about the library of communications, resources, creative support, and communications capabilities of your wellness program — let them do the hard work for you.
