EXAMPLES OF WELLBEING PROJECTS & STRATEGY THAT BOOST EMPLOYEE RETENTION AND ATTRACTION

Employer branding is a critical process for creating a positive image for your company and attracting top talent. However, the COVID-19 pandemic has highlighted the importance of prioritizing employee wellbeing and creating a nurturing workplace culture. The “Great Resignation” phenomenon was a testament to the fact that financial benefits are not enough to retain employees who feel burnt out, stressed, and disconnected from their workplace. In the absence of infrastructure or a culture that supports employee wellbeing, disengaged and unmotivated employees can negatively impact overall productivity. However, if you tailor wellbeing initiatives to your workforce, you can create a positive culture. As a result, you will improve your employer brand by demonstrating that you genuinely care about people.

In this article, we explore the connection between employer branding and employee wellbeing, and provide examples of wellbeing initiatives that companies can tailor to their workforce. We will discuss the different dimensions of wellbeing and offer practical tips for companies to understand their employees’ specific needs and preferences, activate their company’s values to reinforce their commitment to employee wellbeing, ensure they have the necessary infrastructure in place, and embrace agility to keep up with changing trends and employee needs. Finally, we will present project examples to illustrate how you can improve corporate wellbeing through effective employer branding.

1- INTRO TO WELLBEING STRATEGY

You might be thinking that investing in employee wellbeing requires a large budget or an extensive HR department. However, even small companies can start with simple initiatives and scale up based on feedback from their employees. After all, you already have the ability to make people happy, because you’re a human being too! By focusing on employee wellbeing, you can create a positive workplace culture that leads to happier, more motivated employees who are more likely to stay with your company. This, in turn, can improve employee performance and lead to better products, services, and experiences for your customers. Additionally, a strong employer brand that prioritizes employee wellbeing can help attract and retain top talent, while also improving your corporate and consumer brand reputation. With these benefits, investing in employee wellbeing can be a wise decision for any company, regardless of size or industry.

Sounds great, right? It really is but it comes with a cost. As with anything else in life, huge results never come out of random acts. Before we present 9 communication ideas to help your people feel well, we have to make sure the current state of your employer image and infrastructure is sufficient. Let’s go over what we need to make sure!

2- STRATEGY: DEFINE AUDIENCE & TOUCHPOINTS

As we have mentioned in the beginning, there are many dimensions of wellbeing. Not everyone has the same expectations about what constitutes a “career” or “life” itself. The more general your approach is, the less sincere it will seem to people. While getting to know your audience via surveys, you will at the same time gather ideas to construct a sound strategy. Some simple examples of questions could include:

• When and how often do you feel burned out?
• Are you able to spend enough time for yourself?
• Do you feel your colleagues provide sufficient support?
• Do you have time to relax within working hours?

To implement effective wellbeing initiatives in the workplace, it’s important to understand the specific needs and preferences of your employees. This can be done through surveys, focus groups, or other forms of feedback that explore different aspects of employee wellbeing. Tailoring wellbeing initiatives to different employee groups can ensure that targeted support is provided to address specific needs. It’s also important to consider employee feedback and input when designing and implementing initiatives, and to work closely with employee representatives or wellness committees. Exit interviews or feedback reports can provide insights into the factors that contribute to employee turnover or disengagement, and can inform initiatives that address underlying issues.

3- STRATEGY: GATHER DATA

Finally, companies with a crowded work force may partner with a wellbeing solution provider and/or performance management solution provider to track & analyze patterns concerning the following.

• Meeting attendances
• Event attendances
• Hours of work
• Screentime
• Feedback reports
• Segmentation: Parents, pet owners, social ones, millennials, etc.

4- STRATEGY: ACTIVATE VALUES

One way to reinforce your company’s commitment to employee wellbeing is to align your initiatives with the company’s values, leadership principles, and way of working. By connecting your wellbeing efforts with the company’s broader mission and purpose, you can make them more meaningful and memorable to employees. For example, if innovation is a core value of your company, consider offering innovation workshops or creating a platform where employees can share their ideas and insights. By doing so, you can address not only the intellectual and vocational dimensions of wellbeing, but also reinforce the company’s values and commitment to innovation.

To effectively activate values in your employee wellbeing initiatives, it’s important to communicate your company’s values and principles clearly and consistently. For example, this can involve sharing success stories and examples of how employees have embodied these values in their work. Additionally, you can create opportunities for employees to collaborate and share their own ideas and insights. By making values an integral part of your wellbeing initiatives, you can create a more cohesive and supportive workplace culture that reinforces the company’s mission and purpose.

5- STRATEGY: ENSURE INFRASTRUCTURE & LOOK FOR AVAILABLE STRENGTHS

In order to successfully implement wellbeing initiatives in the workplace, it’s essential for companies to have the basics of “working well” in place. Without these foundational elements, such as effective tools and guides for career development, recognition and rewards systems, performance management, learning management systems, remote/hybrid work policies, and project management, companies may encounter a backlash from employees and struggle to achieve their wellbeing goals. Therefore, companies must prioritize these fundamental resources as part of their broader wellbeing strategy to ensure that employees have the necessary support to thrive in their roles.It would be great if you have the efficient tools and guides for the below, but not limited to them.

6- STRATEGY: ESTABLISH RESOURCES

6A- Career development programs

Providing employees with opportunities for professional growth and development can help to increase job satisfaction and reduce turnover. Companies can offer training and development programs, mentoring, job rotations, and other opportunities for employees to learn new skills and advance their careers.

6B- Recognition and rewards systems

Recognizing and rewarding employees for their hard work and achievements can help to build morale and motivation. Companies can offer incentives, bonuses, and other rewards to acknowledge employee contributions and encourage high performance.

6C- Performance management

Having a clear and transparent performance management system in place can help to ensure that employees understand their roles and responsibilities, receive regular feedback on their performance, and have opportunities for career development.

6D- Learning management systems (LMS) and online course platforms

Providing access to online learning resources can help employees develop new skills and knowledge, while also demonstrating the company’s commitment to employee growth and development.

6E- Remote/hybrid work policies

Allowing employees to work remotely or on a flexible schedule can help to improve work-life balance and reduce stress levels. Companies can also provide tools and resources to help employees manage their workloads and communicate effectively with colleagues.

6F- Project management tools

Providing employees with tools to help them manage their tasks, track deadlines, and collaborate with colleagues can help to reduce stress and increase productivity. Companies can use project management software to help employees stay organized and focused, and to ensure that everyone is working towards the same goals.

7- STRATEGY: STRIVE FOR AGILITY

For brand communications to be successful, there has to be a sense of continuity. Aligned with your EVP, the main approach you will have for the wellbeing of employees should be able to live forever. It should adapt, evolve and change with the rapidly-transforming times. Determine KPIs & always test out your activities. Needs of people change with the times! Start with a brand approach that will be adaptable & malleable.

The approach to employer branding and employee wellbeing initiatives should be flexible and able to evolve over time. It’s important to have a clear and consistent message and approach, but it’s equally important to be able to adapt to changing circumstances, trends, and employee needs. The workplace and workforce are constantly evolving, and it’s essential to keep up with these changes in order to maintain employee engagement and wellbeing.

Creating an adaptable and malleable brand approach involves being open to feedback and input from employees, regularly evaluating the effectiveness of existing initiatives, and being willing to adjust course as needed. This can involve experimenting with new initiatives, trying out different communication channels, and being open to new ideas and approaches. By staying flexible and adaptable, companies can create a workplace culture that is responsive to the needs of their employees and that supports their overall wellbeing and productivity.

8- STRATEGY: STAY RELEVANT

On the other hand, successful brand communications require a consistent and cohesive message that resonates with the audience and reinforces the brand’s identity and values. The messaging and communication efforts should be consistent and ongoing over time. It’s important to create a clear and memorable message that aligns with the brand’s values and mission, and to consistently communicate that message across all channels and touchpoints. This helps to build trust and credibility with the audience and reinforces the brand’s position in their minds. A lack of continuity in brand communications can lead to confusion and dilution of the message, which can undermine the brand’s reputation and impact. But how can you ensure that your wellbeing initiatives remain relevant and effective over time? Here are some tips:

8A- Measure the effectiveness of your initiatives

To determine whether your wellbeing initiatives are making a positive impact, you need to measure their effectiveness. This can be done through employee surveys, feedback reports, and other forms of feedback that allow you to assess whether your initiatives are meeting the needs and expectations of your employees. You should also track key performance indicators (KPIs) that are relevant to your initiatives, such as employee engagement, retention, and productivity.

8B- Adjust your initiatives based on feedback

Once you have collected feedback and data on the effectiveness of your wellbeing initiatives, you should use this information to make adjustments as needed. This might involve tweaking existing initiatives, adding new ones, or discontinuing initiatives that are not having a positive impact. It’s important to involve employees in this process and solicit their feedback and input.

8C- Stay up-to-date with industry trends

The field of employee wellbeing is constantly evolving, and new trends and best practices are emerging all the time. To ensure that your initiatives remain relevant and effective, you should stay up-to-date with industry trends and best practices. This might involve attending conferences, reading industry publications, or engaging with industry thought leaders on social media.

8D- Embrace technology

Technology can be a powerful tool for supporting employee wellbeing. From mobile apps that promote healthy habits to virtual wellness platforms that offer online courses and resources, there are many digital tools available that can help employees improve their wellbeing. By embracing technology, you can stay ahead of the curve and offer innovative solutions to support employee wellbeing.

8E- Foster a culture of experimentation

To truly embrace agility, you need to foster a culture of experimentation within your organization. This means encouraging employees to try new things, take risks, and learn from their mistakes. By creating a culture where experimentation is encouraged and celebrated, you can foster innovation and creativity, and ensure that your wellbeing initiatives continue to evolve and improve over time.

By following these tips, you can ensure that your wellbeing initiatives remain relevant and effective over time, and that your organization is able to adapt and evolve with the changing needs and expectations of your employees.

9- PROJECT EXAMPLES

We now got the checklist done and preparations completed. Let’s think together ways to improve corporate wellbeing via employer branding. We can imagine projects including any or all of wellbeing dimensions.

9A- Passive content

These are the quickest wins of the communications. Create branded mailings, infographics, posters, simple videos and distribute them however you like. Once you have the content ready, you can also take them out for the external channels to show how much you care about people. Some main examples would be “tips & tricks”, such as “short exercise tips while sitting”, “water saving tricks”, “how to build birdhouses”. Sky’s the limit, depending on what dimensions of wellbeing your audience desires.

9B- Collaborations with NGOs

There are many global non-governmental organizations and movements for the betterment of peoples and the earth. Why not partner with one of them & help them reach their cause with the participation of your employees?

9C- Mobile app integrations

Just a quick search for any mobile app store would bring lots of wellness/wellbeing solutions. They can be for improving sleeping, meditation, exercise, water intake and the like. The more comprehensive an app is, the more chances for employer brand communications. If the app even comes with gamification possibilities, there is a huge chance of employees embracing it!

9D- Special partnerships

In order to get discounts or complementary services for employees, you can search for:

• Special discounts: Workshops, gym memberships, daily shopping, psychological counseling…
• “Assistance” services: Also called “employee support programs”, the packages include 7/24 counseling for employee psychology, financials, medicine, parenthood, social life, pets, technology and more.
• Wellbeing packages: Subscribing to a corporate provider could bring you a package of workshops, menus, events, and more.
• Wellbeing platforms: There are interactive platforms with some gamification integration. A huge plus of these would be receiving highly critical data from your employee’s behaviors & wellbeing.

9E- Projects for Diversity, Equity, Inclusion

Why not have UGC (user generated content) via your employees? Ask them for their opinions, motivations, ideas, beliefs and have all the process present recognition and rewards. At the end, you will have project ideas, communication approaches, listicles, workshops, and more. The best thing is that these will have been created by employees, for employees. What sincerity! Who would not like to read lists of literary or cinematic pieces that nourish the soul? In addition, you may realize that your company has many employees who are willing to be wellbeing ambassadors… Let’s find out!

9F- Challenges

Bring everyone together with a special prize at the end! People might compete in groups or personally. There could be challenges for quitting smoking, burning calories, steps walked… These could also bring in great external hits for your recruitment pipeline!

9G- Fun Breaks

The best way to stay motivated is to keep our physical & mental health. We have all seen this -you may bring table tennis or foosball or console games. Why not also bring out a healthy snack corner or a juice-bar over the common area? Maybe another area where people may just watch their favorite TV series? These all sound cool, but remember: In a toxic culture, even just a simple break might be frowned upon. Let alone “having fun at work”! Make sure your people are criticized by the quality and deadline of their tasks, not frivolities!

9H- Events

Webinars, physical workshops, online courses, retreats, cookouts, online family competitions, panels, influencer question & answer sessions, keynote presentations, get-togethers for films or art galleries… Let the imagination run wild for unique experiences. Combine events with special-day celebrations for the ultimate place in the hearts of employees!

9I- Stand out!

This is probably the critical part of the article you were looking for… The ways of differentiating your employer brand! Unfortunately, we cannot share all of our secrets. However, special applications like below might get the creative juices running for your internal communications:

• Bring your pet to work day
• Days or slots without meetings
• Funny sweater/tie day
• Internal storytelling programs
• A giant blackboard for people to write their wishes on
• Feedback weeks
• Calm Friday
• Sending physical “get well” cards & baskets for the ill

10- CONCLUSION

Investing in employee wellbeing is not only a responsible decision for any company, but also a wise one. As we’ve discussed, prioritizing employee wellbeing can lead to happier, more motivated employees who perform better, stay longer, and create better products and experiences for customers. It can also help attract and retain top talent and improve your brand reputation. Even if you’re a small company with limited resources, you can start with simple initiatives and scale up based on feedback from your employees. Ultimately, creating a positive workplace culture that supports employee wellbeing is a win-win situation for everyone involved. So why not start investing in employee wellbeing today and reap the benefits for years to come?

To learn more, you can join a free week session of Employer Brand Academy certificate courses here or you can download our free ebook creating an authentic employer brand here.