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24 Apr 2019
by Simon Andrew and Gethin Nadin

5 essential elements to help build an inclusive wellbeing communications programme

Wellbeing will always be a hot topic across our organisations. Looking after the psychological, physical and financial wellbeing will help keep the workplace full of healthy, happy employees, who can do their best work. According to the Thriving at Work report released by the UK Government in October 2017, the annual cost of poor employee wellbeing to employers is between £33 billion and £42 billion each year.

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But here’s the thing: your wellbeing preparations are only as good as the communications that keep them alive. As with any communications activity, you need to start with the basics. What’s your objective? Who are your audience? What tactics can you use to help your audience get to that goal? As you consider your plans, why not build in these ideas…  

  1. Consider every population
    Regardless of who you are, your workforce is likely to be formed of a diverse group. That’s gender, age, ethnicity, disability and much more. In planning your activities and initiatives, you need to bear this in mind. When delivering your communications, ensure you offer something for everyone. People will have different motivations and different limitations, but you can acknowledge this in your campaigns. No one will blame you for running a Fitbit step competition if you have other activities on offer for those less able. Be open, be honest, and be considerate.

  2. Open up your communication channels
    The basis of communication is two-way interaction, so ensure that’s how your campaign is built. Listen to your employees, and use regular updates to keep the conversation flowing, emphasising the success of the initiatives you’re running. Social media can provide a way of connecting you with your employees, but also a way of connecting like-minded individuals. A network of people is important for anyone’s wellbeing. Plus, younger employees are more likely to trust their peers than their employer. Joe Bloggs, who’s been claiming Income Protection for six months, will promote the importance of that benefit far better than you could. Don’t be afraid to talk to your employees and let them have their say; they could be the key to successful communications.

  3. Build a basis in education
    Showing employees to the Employee Assistance Programme when it’s needed is important. But the longer-term goal should be helping people look after themselves and be equipped for the future, before they reach the point of crisis. Everyone should understand several aspects of wellbeing:

    How to look after themselves

    How to recognise when they’re struggling

    Where to go for help

    How to spot others in need

    Imagine if your whole workforce started looking out for each other. What a difference that could make. But how do you achieve it? Creating a culture of wellbeing isn’t as difficult as you may think, but it requires every employee to understand the part they play in their own wellbeing, as well as that of their colleagues. Run workshops, presentations, give training, do quizzes, make it interactive. Measure people’s progression and ensure everyone understands the importance of the material.

  4. Embed it in your culture
    When you start planning your communications you will need to ask yourself this: How do we make this last? The answer is this – embed it in your culture. How you do this will ultimately come down to your culture. Is it one of your values? Maybe it should be, or maybe it should be compulsory online education. Many organisations enforce compulsory data protection training – what would happen if wellbeing got the same treatment? It could be game-changing. It really is time to take wellbeing as seriously as you do data and security. So, when you look at your workforce, think of the new starters, think of regular interaction and make sure internal communications integrate wellbeing into their day-to-day thinking. 

  5. Keep it fresh
    Google prioritises sites that regularly introduce new content. Why? Because people won’t keep returning to something that doesn’t change. And unfortunately, today’s consumer world is only making that worse. So, it’s important you freshen up your ideas. If you take wellbeing seriously, and you want it to live on, then you’re going to need to find new and exciting ways of making it a discussion point. Technology enables wellbeing in the workplace in an accessible, ever-changing way – embrace it! Also consider tying wellbeing to key events, running competitions, and giving employees their own voice (they can produce much more content than you). Whether it’s bringing a dog into the office, having a cycle challenge, starting a book club or a yoga class – just get imaginative and keep it alive. 

Final thoughts
Communicating your wellbeing programme is going to take some commitment. It’s here for the long haul, and that means some effort to keep it alive. But the rewards are huge. The thing to remember is this: you’re teaching humans about strategies, tools and ways to help themselves. So, look for the ways that people will remember. Involve them, repeat it and use your company resources to sew it into the fabric of who you are.

The authors are Simon Andrew, Insight & Engagement Director, and Gethin Nadin, Director of Employee Wellbeing at Benefex.

This article is provided by Benefex. 

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