Mr. Zuckerberg, Do I Have Your Full Attention?
Part 3 of a 4-part series on creating successful company wellness programs.While wellness programs can generate a significant ROI on health care costs, as well as improve productivity, absenteeism, stress and engagement, businesses must first set up a dynamic plan for success centered on the following four pillars:
- Corporate Culture
You talking to me?Communication is often the missing component when it comes to implementing and executing a successful wellness program.Communication can come in many different forms, but the key is to incorporate a multi-faceted approach that obtains the return on investment you are seeking as an organization. Employees need an understanding of how their involvement in the wellness program will benefit them. Messagingshould surround incentives, the overall success of the program, the impact of wellness on the company and additional wellness initiatives that are forthcoming. But most of all, make the communication fun, interesting and relevant.
Drop the "The"... just "Facebook"... it's cleaner.In order for your health and wellness communications to be effective, they must be reaching your employees. Odds are, many employees and their families are already on social media, so taking your message there is a strategic way to expand the reach of your wellness communications. The best places to start communicating are FacebookÂ® and TwitterÂ®, as they are likely the most popular among your employee population. Create Facebook and Twitter accounts separate from your company accountsthese new accounts will be employee-focused and can include internal communications, wellness and benefits communications. Dont simply announce that your company has created internal accounts; rather, share the benefits for employees, such as:
- Access to regular health and wellness tips for living a healthier lifestyle
- Education to help them become smarter health care consumers and save money on health care
- An opportunity to connect with other employees and discuss wellness trends or issues
- Easy-to-access information, available anytime
- Ability to ask questions or share feedback about the wellness program
- Updates on wellness events, incentives or contests, so employees are always in the loop
As youre getting the message out, promote it in several areas. Add a tagline in email signatures, post links on your intranet site, sendannouncements around the office, etc.
Friend me. Tweet me. Any way you want to reach me.Remember to build a wellness communication plan before you get started with social media, so employees dont follow you and then get disappointed by a lack of consistent posts. Here are some ideas of what to post:
- Wellness tips, both self-generated or re-tweeted from others
- Information about wellness activities, incentives, events, classes, etc.
- General information about aspects of the program
- Success stories within your program (with an employees permission)
- Frequently asked questions
Make sure to interact! This should not be a one-way communication channel. A major benefit of social media is the ability to converse and elicit feedback. If employees comment or ask a question, be sure to reply so they know you are listening and want to hear from them. And go further by asking for inputentice employees to share creative wellness tips or what their favorite exercise trend is.
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