16 April 2008
Organizations help staff stay healthy
Some firms run "Biggest Loser"-style weight-loss contests.
Employers have long recognized the benefit of healthy employees, often providing gyms and healthy eating options in staff canteens. As health insurance costs rocket, more employers are boosting their employee wellbeing efforts.
Wellbeing is no longer a health add-on as organizations develop its cultural impact. Several recent UK Sunday Times “best company” finalists were noted for their wellbeing programs.
Treasure Island Resort & Casino in the US, for example, has an employee wellness mission statement: "We would like every General Mills employee to have an active lifestyle, a healthy weight, a normal cholesterol level, normal blood pressure and to be a non-smoker."
Company wellness programs
Examples of increasing health consciousness include voluntary health screening and health club membership, plus Weight Watchers, healthy-cooking, yoga and Pilates classes.
In the US, several companies have programs underway:
- General Mills processed foods: "healthy weight" included in a wellness mission statement; fitness programs for workers.
- Periscope, marketing and advertising: "Biggest Loser"-style weight-loss contest has developed into workouts for keen participants.
- Cobb Strecker Dunphy & Zimmermann insurance agency: chef teaches workers to cook healthier meals.
- Clarian Health Partners: financial incentives for meeting the standard body mass index.
Employee skepticism
Explaining the benefits of healthy lifestyles has moved up a gear – a trend set to continue, with the introduction of workplace health checks. The number of employers planning a more direct involvement in managing employee health jumped 25% from last year, according to recent research from global HR services company, Hewitt Associates.
But employees are slow to accept this new employer role. In a separate Hewitt survey of 30,000 employees, just 12% believe companies have a role in helping them stay healthy.
The rumor-mill said the company might be genetically screening workers.
Employment law firms are researching how far employers can go, without breaking the law, in encouraging staff to participate in health programs. So far, most firms are taking a cautious route and making programs voluntary.
Communicating the program
Communicating health programs needs sensitive handling. For example, when Treasure Island staff first learned medical screenings would be required for health insurance, the rumor-mill said the company might be genetically screening workers.
Employers must overcome employee skepticism to ensure programs translate into strategic business advantage.
“Their messages need to shift from a cost management focus to one that helps employees understand how improving their health can benefit them, as well as the company," says Jim Winkler, leader of Hewitt's Health Management Consulting practice.
Behavior change
"Companies need to stop 'communicating' and start motivating. People don't like to be told what to do. With a mind-numbing array of websites and brochures from their employer, they often just tune out,” says Tim Stentiford, a principal in Hewitt Associates’ Communications practice.
Companies need to stop 'communicating' and start motivating. People don't like to be told what to do.
"People are motivated by habits, social norms, feelings of control, family and fear. When employers get that, then they can really start to close the gap between what people think or say they do, and what they actually do," Stentiford adds.
Have your say
Although wellbeing is inarguable, it’s a delicate issue to communicate effectively. While you don’t want people to feel pressurized or singled out, you do want people to take the right action in terms of their lifestyle.
Messages could be potentially discriminatory – so how do you handle them with sensitivity? Does your organization have a wellness program and how are the messages landing with employees?
Discuss these issues with other comms practitioners by joining the Internal Comms Hub members' group on the Communicators' Network.
Other recommendations:
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Companies unwilling to invest in employee "wellbeing" programs
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