Research from Towergate Employee Benefits has revealed that the majority of employers take a passive approach to promoting health and wellbeing support within the workplace.
The study found that 55% of employers do not actively encourage employees to utilise the benefits available to them, while 36% only direct staff to support when it is specifically requested.
Debra Clark, head of wellbeing at Towergate Employee Benefits, highlighted the inefficiencies of this approach. “Our research shows that employers are often taking a passive approach to encouraging the use of benefits. We would encourage employers to proactively work to keep support front of mind and ensure that employees know where to find assistance when it is needed. Otherwise, the benefit spend will be wasted,” she said.
The research also revealed that while 32% of companies promote health and wellbeing support on their intranet, employees may struggle to locate this information without proper guidance.
Employee Engagement Key to Wellbeing Initiatives
Encouraging employee engagement with health and wellbeing support is critical. The study found that 34% of companies have designated health and wellbeing champions to promote the services available. Clark noted that this strategy could benefit more organisations.
In addition, employers reported using various tools to make accessing support easier. Forty percent believe they have streamlined access through apps or digital platforms, although they acknowledged the need for better promotion and engagement tracking.
Webinars and regular promotions are used by 27% of companies to increase awareness, while 30% arrange in-person wellbeing events to encourage participation. These events provide opportunities to introduce employees to available resources and benefits.
Leveraging Expertise to Boost Wellbeing
The involvement of external advisers is another way companies are enhancing their approach to health and wellbeing. The study showed that 26% of employers use advisers to organise wellbeing events, taking advantage of their expertise to make these initiatives more impactful.
Additionally, 34% of companies rely on advisers for written materials distributed via email or online platforms. Advisers can offer tailored tools, such as wellbeing calendars and hybrid support options, helping to bridge the gap between availability and utilisation.
Ensuring Return on Wellbeing Investments
Promoting health and wellbeing support effectively is essential for businesses looking to optimise their investment in employee benefits. By moving away from passive strategies and embracing proactive engagement, companies can ensure employees are aware of and able to access the support they need. As Clark emphasised, “Keeping support front of mind and accessible is vital to ensuring these initiatives have a meaningful impact.”
With tools such as wellbeing champions, digital platforms, and expert-led initiatives, organisations have the opportunity to foster a healthier, more engaged workforce.
“The effectiveness of health and wellbeing support is often evaluated by how much it is used, but it is possible to have amazing benefits that are underutilised when access is not made easy, or promoted. We urge employers to encourage utilisation of benefits in order to get the best value from them.”
Debra Clark
