Make 2021 the year that employees engage in their health

Open enrollment is a wrap. What normally is a huge undertaking was perhaps – like everything in 2020 – magnified this year as employers sought to adapt to COVID-19. Many became more nimble than ever, offering virtual benefits fairs for the first time and placing greater emphasis on the importance of preventive care and self-care. Trends included the introduction and/or greater promotion of programs such as digital mental health support, telemedicine, back-up childcare and tutoring/distance learning support, to name a few.

Related: COVID-19-related financial stress is hurting employee health and well-being

At the same time though, employees’ concerns around health and financial wellness continued to rise, as did feelings of anxiety and depression. That’s why continuing to support and communicate with employees around health and well-being is perhaps more important than ever.

A closer look at how employees are feeling

Here’s a snapshot from the October 2020 Leading Indicator Systems Workforce Listening Study of how employees reported feeling vs. how they reported feeling in May of 2020. Employees reported a:

• 50% increase in being extremely worried about access to essentials (food and prescriptions)
• 38% increase in being worried about their own mental health
• 45% increase in being extremely worried about being able to take care of family
• 140% increase in being extremely worried about their own vulnerability to addiction

Additionally, 75% reported that they find it challenging to work under current conditions (up 10% from previous survey in May).

These are just some of the reasons that it’s important for employers to continue to reach out to employees as the year winds down and into 2021.

Staying connected with employees

While it’s important to communicate benefits information with employees throughout the year, now is a crucial time for employers to use communication to build trust with their employees. Employers can do so through communication and connections that show they care for and support employees, and are a credible and trustworthy source of help. In this way, employers help to strengthen the social contract between them and their employees, which is key to creating a thriving, successful organization.

Here are some ideas of how you can end 2020 on a strong note and start on the right foot in 2021 when it comes to staying connecting with employees. With the constant influx of messages people receive each day, it’s important to get your key messages out regularly, and to present information in a way that’s easy to absorb.

• First, use pulse surveys to assess how employees are feeling, what their top concerns are, and where they need the most help.
• Refresh and re-promote your virtual benefits fair platform from open enrollment to keep employees abreast of what programs you have in place to respond to their needs.
• Make use of pop-up websites to quickly and clearly share key information with employees. Pop-up sites can go up within days and can provide a clean and visually appealing way to quickly get messages out.
• Increase the cadence of leadership messaging that acknowledges the challenging times we are facing, and lets employees know that it’s okay to pause to take care of themselves.
• Use testimonials to share leadership and employee stories that connect with others on an emotional level.
• Take a multi-channel approach to communication. Consider recorded videos, live virtual meetings, texting, and short promotional eCards (short, visually driven emails) or postcards.
• Support managers’ communication with employees by previewing messages with them and providing them with talking points and Questions and Answers around key initiatives. Increase frequency of communication around key areas of concern or need. For example, many employers are planning to increase communication in 2021 around how the company supports employees and their families in the following areas:
  • Deferred preventive care – the importance of making up for missed care and doing so safely in consultation with the doctor’s suggestions.
  • Mental health – reducing stigma around mental health, re-promoting the EAP and behavioral health benefits, and promoting non-traditional approaches such as telemedicine for mental health help; a focus on mental health can be especially important during the holidays, when many people experience an increase in stress, anxiety, loneliness, or depression.
  • Emotional health – taking the time to focus on mindfulness and gratitude, which cultivate happiness.
  • Physical well-being – emphasizing that it’s important to take time for physical well-being, and sharing tips and resources for doing so
  • Financial well-being – promoting the resources that are available to help employees, many of whom are under financial distress, to take greater control of their situation.
• Tips for working from home – showing how employees can consider adjusting their approach to work to reduce stress, for example, scheduling time to unplug at the end of the day or checking email only at certain times throughout the day vs. all day.
• Tips for caregivers – for example, empowering and encouraging people and managers to be as flexible as possible when it comes to flex time for those juggling work and caring for loves ones, such as older adults and children.

Taking a unique approach

Further, many employers have found and continue to find creative ways to support the needs of their population. Consider what your workforce may need. For example:

• Getting the word out that the company will support those who are going though financial hardship as a result of the pandemic.
• Lowering employee premium contributions for medical coverage for part-time staff to help support full-time employees who have moved to part-time status due to childcare issues.
• Providing additional paid time off or paying for backup childcare for parents.
• Hosting virtual social gatherings for teams who are accustomed to celebrating together during the holidays.

Whatever approach may be right for your people, as the year winds down and the new year approaches, take advantage of the opportunity to let them know you are there for them, how you are supporting them, and that you will continue to stay connected with support and resources throughout the year.

Debra Andrianopoulos is principal in the engagement practice at Buck, an integrated HR and benefits consulting, technology, and administration services firm. Debra has more than 20 years of experience in employee benefits and other communications.