Frontline Intelligence: Corporate health - The key to maximising workplace wellness engagement

by 23 Apr 2012

One of the most underestimated components of any corporate wellness strategy is employee engagement. The vitality and functionality of a corporate wellness program can simply be measured by the number of participants, and hence, should be an essential gauge of success.

So what are the key elements required to ensure maximum participation in your wellness initiative? How do you ensure you engage as many employees as possible? Here are some essential elements to consider.

Advocacy

Senior management endorsement can go a long way. A visible commitment from the CEO, for example, can set the scene for the entire program by highlighting the company’s support.

Co-creation

Engaging employees in the design and decision-making process can generate an element of buy in. Wellness Champions and Wellness Committees are a great way to enlist support and create advocates on the ground. Co-creation can ensure you are capturing your team’s needs and wants, paving the way for greater relevance at the program’s blueprint phase.

Accessibility

Removing barriers to participation can assist in making it easier to take part in the program. Simple strategies can include:

  • No-cost/low-cost model
  • Running the program’s activities in convenient locations on site
  • Online solutions accessed from home
  • Catering for shift workers
  • Allowing employees to access the program during work time

Transparency

It is important that the program comes across with no hidden agenda. Outlining the objective(s) upfront and ensuring privacy and confidentiality will assist in establishing participant confidence.

Incentives  

Incentives are a great way to stimulate participation without being the sole reason for participation. Creating a bias towards program users can assist in driving new participants whilst acting as a retention tool for current users.

Relevance

The program needs to be relevant to the employee population in its content and format. The ‘what’s in it for me’ question should be answered. Areas for consideration include employee:

  • Demographics
  • Health risk profile
  • Education and literacy levels
  • Health areas of interest

Appeal

The program needs to be broad in scope and design, and attract the masses. Interesting topics, novel approaches and interactive components and can all assist in engaging large numbers of employees.

Awareness

Crucial to any wellness initiative is effective marketing and communications. Strategies to achieve this can include:

  • Creating a wellness brand
  • Use of innovative communication mediums – eg. smartphone apps
  • Social media
  • Narrative
  • Social proofing
  • Selecting a key messenger – for example, bringing in a celebrity or credentialled health expert.

Satisfaction

Word of mouth endorsement and quality programming can feed the participation cycle in a positive and engaged manner. It can also stimulate new users as well as create program loyalty and advocacy.

 

About the author:

Chris Rabba is General Manager of Peak Health Management, part of Bupa.

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