Seven in 10 large employers are struggling to ensure their communications around health and wellbeing support are relevant to staff, new research has revealed.
The study by Towergate Health and Protection found that this was also the case for half of small and medium-sized businesses, meaning that on average more than 55% of companies find it hard to target particular messages at certain groups of their workforce.
The survey further showed that four in 10 (42%) of firms have changed their health and wellbeing communications in the past 12 months, with more than three in five (62%) now doing this more regularly.
According to Towergate Health and Protection, while implementing more regular communications is a positive step, employers should take care not to use a “broad-brush approach”. It warns that employees may stop interacting with messages unless they are carefully targeted benefits communications.
Debra Clark, head of specialist consulting at Towergate Health & Protection, said: “Where employers are finding it hard to ensure that communications are relevant, the answer is often as simple as asking employees what they want, and not just making assumptions. This applies to the health and wellbeing support being offered, but also to the type of communications being used.”
Almost half (48%) of employers said hybrid working had made it harder to communicate the health and wellbeing support offered, with most (55%) now relying more on digital methods.
Clark commented: “The last few years have seen a sea-change in employment models, with working from home and hybrid working becoming commonplace. This means that the communication of health and wellbeing support has become more difficult and, arguably, more important.”
The insurance provider urges employers to utilise digital communications, including wellbeing platforms, apps, email, and their intranet, to tailor messages and target specific demographics.
Clark concluded: “Health and wellbeing support is a constantly changing landscape and so is its communication. Employers must ensure they listen to the needs of their employees and remain current and flexible in what they offer and how they convey this.”