The majority of employers are not taking active measures to encourage employees to use health and wellbeing benefits, according to new research released by Towergate Employee Benefits. The findings revealed that 55% of employers adopt a passive approach, potentially limiting employees’ awareness and access to the support available.
The study also highlighted that 36% of employers only direct employees to resources when they explicitly request help. This reactive strategy relies on employees being aware that benefits exist and feeling confident enough to seek them out. Additionally, while 32% of employers use company intranets to promote health and wellbeing resources, the research suggested that this method alone may not sufficiently inform employees about where to find support.
Debra Clark, head of wellbeing at Towergate Employee Benefits, emphasised the importance of a proactive strategy, stating: “Our research shows that employers are often taking a passive approach to encouraging the use of benefits. We would encourage employers to proactively work to keep support front of mind, and ensure that employees know where to find assistance when it is needed. Otherwise the benefit spend will be wasted.”
The research underscored the value of engaging employees in health and wellbeing initiatives. A notable 34% of companies have implemented health and wellbeing champions—individuals tasked with promoting available support. Towergate suggests this approach could be beneficial for more organisations, fostering greater employee engagement.
The study found that 40% of employers believe they have streamlined access to support via apps or digital platforms. However, Towergate stresses the importance of actively promoting these resources and tracking engagement to maximize their impact. To reach a broader audience, some employers also use a mix of tools: 27% run webinars, while another 27% organise regular promotions to highlight available benefits.
In-person events, hosted by 30% of employers, are another way to raise awareness and encourage utilisation of benefits. Additionally, 26% of companies enlist advisers to run events, and 34% distribute written materials prepared by advisers through email and online channels. Advisers can further support organisations by creating wellbeing calendars and offering a blend of online and offline resources to ensure employees stay informed.
“The effectiveness of health and wellbeing support is often evaluated by how much it is used, but it is possible to have amazing benefits that are underutilised when access is not made easy, or promoted,” Clark noted. “We urge employers to encourage utilisation of benefits in order to get the best value from them.”
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