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Your Personalized Engagement Strategy, One that Drives Positive Outcomes

By Hallmark Business Connections | March 17, 2015 | Engage Employees

Your wellness program means nothing if it isn’t backed by an engagement strategy that resonates with your employees and produces desirable outcomes. It makes the difference between a simple wellness program and a well-organized wellness strategy. Ask yourself and fellow decision makers these two questions before putting your wellness program strategy in place. What does an engaged employee look like, and how can he or she contribute to a healthy work environment?

Not surprisingly, communication becomes a key factor for success. Though more than 85 percent of large employers offer an employee wellness program, according to Gallup, only 60 percent of employees are aware the opportunity exists. Spread the word by directly telling employees why your freshly implemented wellness program matters. Hit on some of the high notes and express how healthy employees create a stronger, healthier company – financially, physically and emotionally. After all, Gallup reminds us workplaces with higher states of well-being report 41 percent fewer unhealthy days. Include statistics like these, which have widespread impact, when inviting employees to participate.

At Hallmark Business Connections, we segment communications with employees and track their progress. In fact, we saw a 438 percent increase in engagement for a large insurance client during a recent assessment. While many companies need six to 12 months to measure their ROI, we saw this substantial increase in just three months. Our segmented engagement strategies also allow us to adjust communication plans in real time if a wellness program isn’t achieving the predetermined outcomes.

Elevate engagement by making it personal for employees. This helps inspire them to work toward your company’s desired wellness goals, which often translates into lifestyle changes for a more productive workforce. So, aside from noticing these healthy measures, what are the best metrics for your company’s success?

  1. Culture: An open, supportive culture will more likely foster a successful wellness program. If employees share stories about their wellness journey, your company’s engagement strategy is paying off. Survey employees to determine who will advocate for the program, then ask the highly satisfied to tell their stories through your appropriate communications channels, whether an internal e-newsletter or external YouTube video series.
  2. Email Marketing: Does your senior leadership team support the wellness program and set positive examples inspiring others to follow? Consider disseminating communications directly from the C-suite – especially from those top advocates you know discuss the program interactively with colleagues – then tweak the program and its offerings based on open rates, clickthroughs and which employees subscribe to which message.
  3. Cost Reduction: Of course, wellness programs exist so we can encourage a healthier, more productive workforce that eventually leads to greater financial stability. Measure the impact and ROI by tracking reductions or increases in sick days and other health care costs. Your tracking efforts will be most successful if you measure and log the numbers consistently over a sustained period of time.

Whether you choose to weave one or all three of these tactics and metrics into your communications plan, the end goal is to create true engagement with your employees for optimal results and benefits across the company. One size does not fit all. A strategy that works for one business’s wellness program may not work for another, so it’s paramount to lay the groundwork with research to learn what resonates best with your team. Keep in mind that the strategy can evolve to ensure a better fit as you go.

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