5 Ways To Drive Engagement And ROI In Your Employee Wellness Programs

Navigating the benefits maze

At the heart of the movement toward increasing workplace empathy—a topic our organization has studied for nearly 10 years—is the idea of treating employees as whole people and not merely as “workers.” One way organizations are walking the talk of that intention is by offering comprehensive wellness programs that go beyond traditional healthcare to address an employee’s entire well-being. 

However, the value and effectiveness of these programs can only be as good as their engagement. Creating a robust benefits package is only half the battle; the true power lies in getting employees to actively participate and experience the positive impact these programs can have on their lives. Research by Gartner shows only a fraction of employees with access to comprehensive well-being offerings actually use them. Often, the lack of engagement can be traced back to significant hurdles within the modern workforce. Here are five of the more common ones we see our partners in human resources (HR) battle, as they work to deploy powerful corporate wellness programs. 

 

Hurdle #1: Lost in the Labyrinth  

This year, 84% of employees who used our platform for annual enrollment said they were confused about their benefits. This is a number that’s remained statistically unchanged for six years running, and is reflective of the inherent complexities of today’s healthcare system. From plan choices and healthcare jargon to networks, providers, and claims—employees need personalized nudges and intuitive self-service options for navigating the benefits labyrinth. 

HR faces a challenging paradox here. The very effort to communicate and share benefits information can end up causing more confusion and overwhelm, leading to missed opportunities to participate in valuable benefits. 

New technology entrants to the HR space, like large language models (LLMs), are transforming the ability for employees to find the information they need and engage with their benefits through self-service options, such as artificial intelligence-powered or AI-powered virtual assistants, cognitive search, and even AI-generated IVR prompts. By responding to questions in real-time, simplifying benefits information, and providing highly personalized service, these AI tools dramatically improve- engagement, understanding, and issue resolution. Our data shows that 89% of chats with an AI virtual assistant were resolved the same day, and 82% of those chats stayed resolved after seven days—proof of how this technology can cut through the information clutter and empower employees to make informed decisions about their well-being.

Hurdle #2: The Silent Barrier of Stigma

The importance of mental health has become a topic of national conversation, and employers are following suit by offering more mental and emotional health resources. Yet, while the outside world makes strides toward talking more openly about mental health, many employees struggle with concerns of judgment and stigma when these issues arise in the workplace. 

It’s difficult to change long-held beliefs, but creating a culture of empathy is the essential path to dismantling the stigma that prevents employees from using the resources available to them. Regular communication in the form of health chats, lunch-and-learns, and webinars with first-person stories can open the dialogue and build feelings of acceptance and belonging.  

HR professionals can initiate one-on-one check-ins with employees to see how they are doing and remind them of the benefits they can take advantage of. This was something my own company did during the pandemic when we knew people were grappling with a lot of big issues outside of work. Of course, high-touch initiatives like this are more achievable when the HR team is adequately supported by technology that frees up their time. 

Hurdle #3: Embracing Non-Pharmaceutical Wellness

It’s no secret that healthcare is expensive, and pharmaceutical treatment options are one component that continues to become more widely marketed and available. With the cost of many prescription drugs rising, employers, especially self-insured organizations, are feeling an impact on the bottom line. 

While some medications are life-saving and necessary, there are others that can be avoided with lifestyle changes and preventative actions. Many of these activities also have the added benefit of improving employee health and happiness in the long run. 

Step challenges, weight loss groups, and nutrition education are a few simple ways to promote non-pharmaceutical wellness practices that empower and motivate employees. Efforts to improve health are often contagious in the very best way. We see this with our own employees, some of whom have become wellness ambassadors all on their own. Simple actions have power; even a 1-2% reduction in claims can create significant savings.

Hurdle #4: Catering to Individual Needs in a Busy World

Wellness is a deeply personal journey. No two employees will have the same needs. What’s more, employees tend to use benefits more when they encounter them during relevant moments in their lives. That said, meeting the individual needs of each employee is a daunting task for already stretched HR teams. 

But with a shift in mindset and the help of personalization technology, this obstacle can be a real opportunity in disguise. By “thinking like marketers,” HR can bridge the personalization gap. The trend toward deeper personalization in marketing has enabled product marketers to connect to audiences in ways that inspire greater engagement and satisfaction. And, there are new technologies that enable HR leaders to take the same approach. 

Personalized benefits decision engines are highly effective in guiding employees toward the right fit benefits. When personalized decision support was used during enrollment, Businessolver found that enrollment in voluntary benefits doubled for some benefits. Likewise, employees were 3.5 times more likely to elect a cost-effective health plan and a savings vehicle with personalized decision support during enrollment. 

Hurdle #5: Securing Executive Buy-In

Without support at the highest levels, organizational talk of wellness will be seen as only that — talk. Gaining executive support for comprehensive wellness programs is essential, yet it often hinges on hard-to-track return on investment analysis. 

HR analytics are improving every day, and certainly, there are measurable data points that can create a compelling return on investment or ROI presentation to upper management, such as cost-savings associated with right-fit benefits steerage as well as usage and engagement with core and voluntary benefits. Anecdotal evidence, too, can be a strong ally in persuading executives to give attention (and budget) to wellness benefits. 

Highlighting real stories of employee success further demonstrates the value proposition of comprehensive wellness benefits. Here again, HR can “think like a marketer,” using the power of storytelling to humanize the effort and connect on a more personal level. This, along with direct participation by executives themselves in both planning and enrolling in wellness benefits, can invite them into greater feelings of ownership. At Businessolver, our executives have courageously shared their journeys with issues like mental health, caregiving support for aging parents, and awareness of the usage of health savings account (HSA) dollars for advanced health screenings. This openness not only fosters a culture of trust and transparency but also creates awareness for benefits among employees and inspires them to take action toward their own health. 

Remember, a successful wellness program isn't just about offering benefits; it's about empowering employees to take charge of their well-being—with the added benefit of fostering a thriving organizational culture. By overcoming the barriers to wellness, you'll not only see a healthier workforce but one that’s more engaged and productive overall.

Tracey Orman is the Health and Wellness Program Manager at Businessolver.