Addressing vaccine hesitancy among employees

The COVID-19 vaccines offer a ray of hope for many, but just because vaccines are available doesn’t mean everyone will get vaccinated. Until we achieve “herd immunity,” getting employees back to work, school, events and general daily living is a risk. However, many people have concerns about getting vaccinated and those hesitations may make herd immunity difficult to achieve. Recent data show that 71% of Americans are concerned about side effects and 52% of them are concerned there will not be enough COVID-19 vaccines to go around.

Related: Employer considerations for the COVID-19 vaccine

Employers can play an essential role in driving vaccinations among Americans, and this will require personalized and consistent outreach. Here are a few tips for employers looking to overcome these common barriers among their workforce and build their trust in vaccine safety and efficacy:

Identify those who are hesitant

The first step to developing a vaccine communication strategy is understanding which employees are hesitant about getting vaccinated. Once employers identify these individuals, they can take the steps necessary to help them through the process. With predictive analytics, not only can employers pinpoint who may be on the fence about getting the vaccines, but they can also understand why. Then, they can develop and deliver fact-based, personalized messages to get these individuals to act. For example, some employees could be concerned about side effects if they are pregnant; others may think they do not need to be vaccinated if they have already contracted the virus.

By offering accurate information to educate people about specific concerns, employers can put these employees at ease and help them understand the risks of opting of out the vaccine.

Find the best way to reach them

Americans understandably want to stay updated on the COVID-19 vaccine, but with varying rollout strategies across states, and confusing information being shared on news outlets and social media, there is potential for them to receive misinformation. Employees want to receive reliable vaccination information from resources they trust, but in a COVID world, they are facing increasing amounts of “noise” in all aspects of life, making it harder than ever before to get important messages across. Knowing which channels people prefer to communicate is the first step toward optimizing outreach.

By leveraging both healthcare and non-healthcare data, employers can also know who is most likely to engage with these vaccine communication materials and the best way to reach them. Some employees may want to receive this health information through their work or personal email while others prefer to be contacted via text message or phone when they work varying hours. Social posts, physical informational sheets or pamphlets can also be impactful if some employees are working on site. With this information, employers can feel confident knowing that they are reaching their employees in the most effective way.

Maintain consistent communication

Eligibility for the vaccine will vary depending on employee age groups, health conditions, location and other factors. Older employees may be eligible sooner in many places; however, some states are already offering vaccines to younger individuals with diabetes, severe asthma or other serious health conditions. The multi-dose component of available COVID-19 vaccines also adds another layer of complexity and opportunity for employers to step up and support the vaccination effort.

It will be essential for employers to maintain a consistent line of communication with employees to ensure they are apprised of any new changes to eligibility requirements as each state moves through their vaccine rollout phases. Employers should also prepare to remind employees of where and when they can receive a second dose to ensure no one slips through the cracks. By coupling predictive analytics tools with a robust communications outreach campaign, employers can send multi-channel and multi-cycle campaigns with personalized messages that inform employees on their eligibility status based on their age, location and health status and alert them when it is time to head in for their second dose. Employees can also reward their employees for getting vaccinated with both doses.

Getting a large portion of the population vaccinated against COVID-19 will restore confidence and support a faster recovery. The more often a person hears a message, and the more meaningful that message is to their personal situation, the more likely it will stick and be acted upon. This is why it is the responsibility of employers to conduct personalized awareness and educational campaigns to effectively support vaccine uptake. They have the power to make a real difference and help the country get back on track.

Stephanie Sabel is director of engagement strategy at Welltok.