The importance of promoting EAP services
A US study published last week has revealed that the promotion of EAP services in the workplace has a significant and positive impact on overall EAP usage.
The study examined utilisation data from US EAP provider, KGA to explore the impact of different kinds of promotional activity on increasing and decreasing the use of EAP services. Analysts reviewed the utilisation records over a two-year period for 82 employers, with 150,000 total covered employees. Interviews were also conducted with HR managers which uncovered themes around the challenges to promotion and the potential tactics that could be most effective.
The analysis of 5,985 EAP cases found that promotional materials were the number one source of referral into the EAP, with one in three cases citing it.
“This latest study highlights the importance of an effective promotional strategy in driving user awareness and engagement with EAPs,” said Neil Mountford, Chair of UK EAPA. “We know from our members that employers who engage in regular EAP promotional activity, particularly online through webinars, email promotions and apps, can see a significant uplift in usage.”
“We urge employers to consult with their EAP provider and tap into their experience and expertise in creating promotional plans tailored to the needs of the organisation. EAP providers can also advise on which channels have been proven to work most effectively and can help develop the messaging around EAP promotion so that it addresses the specific priorities and concerns of their workforce,” he said.
“The more effort an organisation puts into promoting the EAP programme and driving engagement and utilisation, the better its data will be. This can provide valuable insights into how employees are feeling as well as point to early warning signs of recurring themes around physical or mental wellbeing and general workplace issues and ensures that the right areas are prioritised by the organisation. At a time when mental wellbeing is top of the HR agenda, there has never been a better time to look at EAPs and broaden perceptions around what it can do and how it can fit in with a wider wellbeing strategy.”