Saturday, June 5, 2010

Employee Newsletter Ideas: Promote Your Unpromoted EAP

About 70% of companies have employee assistance programs (EAPs). The percentage of true EAPs is up for debate, but essentially these programs help employees with personal problems that affect their lives or job performance.

Here the blog point: Do you know if your company has an EAP and are you periodically mentioning it and talking about its confidential nature?

About 30-40% of people who contact me don't know if their company has an EAP or they have never heard of an EAP or do not know how to contact their EAP, if they have one. Of the employees who do DO know about their company's EAP, 50% or better don't think "that" it is confidential, or in some manner or form don't trust it being confidential. If the person contacting me works for a police department, or some federal agency with significant national secuity implications, they are REALLLLY hestitant about confidentiality--almost every one.

Your newsletter should periodically talk about your business organization's EAP and its confidential nature. Does it? Saying that the EAP is confidential at the top of the newsletter masthead isn't enough to pentrate the fear barrier. You have to put a little more meat on the bones to make an impact on the very natural fear associated with whether or not something like an EAP is confidential. This is called "marketing confidentiality".

Of course, you have one less employee newsletter article to search for if you can plan ahead during the year and perhaps mention the EAP several times in this respect. (Please tell me your newsletter is more frequent that quarterly--and don't say employees already have too much to read. It's the lamest excuse I hear for not reducing behavioral risk exposures in the workplace via a newsletter.)

Marketing confidentiality increases use of the EAP, reducing risk, helps employees, helps family members, increases word of mouth marketing (your best friend), and makes the financial investment in your EAP pay off. That's a lot of stuff.

Start with an article that goes something like this, "Are you aware that in your wallet or purse, and the back of your insurance card is a number to our company's employee assistance program?..." Then discuss top management endorsement of the EAP, what it does, etc. Even have top managment sign the article, or make the article come from the CEO. That's even better strategy.

There are lots of ways to create an article on the subject of confidentiality and your EAP, but the point is, your company wellness newsletter or employee EAP newsletter is directly linked to beating back fear of non-confidentiality because you have a captured audience.

So, make your employee newsletter pay off and your EAP along with it. You can get a completely editable newsletter, possibly in the next 15 minutes to use--for three solid months. If you want your own name for your newsletter, and special masthead, you can get one. Learn more: Here are a few examples of customer mastheads for FrontLine Employee.

Share this post!