Hybrid working, digital overload and fragmented teams will make employee engagement harder in future, according to new research from Towergate Employee Benefits.
The employee benefits consultancy found that one in three employers expect this issue to become more difficult in future as these major trends reshape the workforce. Towergate says this raises important questions for advisers and employers about how best to drive utilisation of health and wellbeing benefits.
The findings indicate that digital tools are playing an increasingly prominent role in engagement strategies. Around 34 per cent of employers now use digital platforms to signpost health and wellbeing support, consolidating key information and offering easier access for employees.
A further 26 per cent promote benefits through their company intranet, although Towergate says that this tends to be a passive approach dependent on employees seeking out information themselves. More proactively, 22 per cent of employers use written communications such as email campaigns, often supported by advisers and providers.
Despite the growth of digital channels, in-person engagement remains significant. Twenty-one per cent of employers run their own wellbeing events with external specialists, while 18 per cent rely on advisers or providers to deliver on-site sessions. Towergate says adviser-led communications can add value by giving employees access to deeper expertise on the benefits available.
Employers are also trialling newer methods to encourage participation. Almost a quarter (24 per cent) now deploy ‘wellbeing champions’ to promote resources internally, providing a peer-led route into support. Other tactics include wellbeing calendars tied to awareness days (used by 22 per cent of employers), regular promotional campaigns (18 per cent) and webinars (16 per cent).
However, the research highlights that a significant proportion of employers still offer limited or no active measures to drive employee engagement on benefits. One in three (33 per cent) only direct staff to support when requested, while 13 per cent do not promote their health and wellbeing benefits at all.
Debra Clark, head of wellbeing at Towergate Employee Benefits, said new working patterns were reshaping how employers must approach engagement. “Hybrid working and virtual meetings are making it increasingly difficult to engage employees,” she said. “Health and wellbeing support can be a virtuous circle – if employees engage with it, they feel more connected to the company. The key is finding more creative and dynamic ways to encourage the use of benefits.”
Clark added that advisers and providers have an important role to play. “Those providing or advising on the support can offer much deeper knowledge and insight for employees.”
She warned that low levels of proactive communication could reduce the impact of employer-funded wellbeing strategies. “Employers who aren’t encouraging use of health and wellbeing support are missing out hugely,” she said. “There are clear advantages for businesses – increased loyalty, reduced absenteeism, greater productivity – but only if employees engage. Otherwise, employers may well be wasting their money.”