EXCLUSIVE: 70% struggle to keep wellbeing communication relevant

wellbeing communicationEXCLUSIVE: Seven in 10 (70%) large employers find it difficult to ensure health and wellbeing support communication is always relevant to employees, according to Towergate Health and Protection research.

The research, which comprised responses from 500 HR decision-makers, found that the figure dropped to 50% among small to medium enterprises (SMEs).

Overall, 55% admitted they had difficulty in keeping communications relevant, and struggled to target messages at specific groups of the workforce.

Over the past 12 months, 42% had changed their health and wellbeing communication programme, while 62% said that they now communicate the support they offer their people more regularly.

Nearly half (48%) found it more difficult to communicate the support they offered to staff due to the number of employees now working from home either some or all of the time. More than half (55%) said they now concentrate more on digital health and wellbeing communications.

Debra Clark, head of specialist consulting at Towergate Health and 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.

“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. 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.”