Boosting employee engagement in corporate wellness programs has become an art. Identifying the specific employee wellbeing needs and designing the modules accordingly have become the essence of a successful corporate wellness program.
Customizing the employee wellbeing program is an effective employee engagement strategy. Additionally, powerful marketing and communication plan must be in place to ensure high employee engagement. Many studies prove Psychographics can go a long way in boosting workplace engagement.
Psychographics is customer segmentation depending on their activities, interests, and opinions (AIOs). These segmented data help employers and wellness vendors to distinguish and execute specific communications to the target groups. The definite information of the segmented groups – their health and wellbeing needs, what interests them, and how to engage them – can help in tailoring the employee wellbeing program to motivate them.
Key Consumer Segmentation Models
C2B, a prominent healthcare consumer research firm, has put across proven marketing and communication strategies to convey health and wellbeing to employees. According to the C2B research, the participants of a corporate wellness program are broadly classified into 5 classes –
- Self-achievers – This is a proactive group that takes a huge interest in their health and wellbeing. They are ready to invest in it and always ready to accept actionable challenges.
- Balance seekers – Although they are also proactive about their health and wellbeing, they prefer doing things independently. They look out for options and do not fancy being told to do something.
- Priority jugglers – This group of employees is so busy with their work that they do not invest time for their health and wellbeing. Although they are reluctant about their wellness, they are proactive about their family’s wellbeing.
- Direction takers – Although this class of individuals is highly dependent on what their doctor advises them, they do not actually follow these recommendations in their daily routine.
- Willful endurers – They are not necessarily unhealthy. They prefer focusing on other aspects of life. A visit to the physician will happen only when it is absolutely needed.
Segmentation of Wellness Communication Channels
There is ample research showing employee communication is vital for a successful corporate wellness program. As employee segmentation can be done based on the psychographic data, the wellness program communication must be planned accordingly. In short, the communication channels must reach all the employees. Here are a few different communication forms to ensure every segment of your employee population are communicated efficiently.
- Self-Achievers and Balance Seekers – As these population groups are proactive regarding their health and wellness, they usually are responsive to communications. These employees take the time to read long emails with the wellness program information and respond on time. They are also open to receiving regular newsletters and progress updates.
- Priority jugglers – Since this group prioritizes the health and wellbeing of their family and loved ones over their own, they usually engage better in employee wellness programs that allow their family or buddies to participate in it. These individuals usually respond well to the word-of-mouth type of marketing and communication.
- Direction takers – This group prefers straightforward and easy-to-understand instructions. They are not really interested in the experiences, stories, or testimonials. They only need clear-cut information on what to do and the benefits they will reap by doing so. Give them apparent and uncomplicated information about the employee wellness program and they are very likely to engage.
- Willful endurers – This group is probably the most difficult of all the groups to engage in workplace wellness programs. They are usually not interested in communications that are too long or have too many instructions. They prefer short emails with direct instructions, text messages, or social media posts.
A successful employee wellness program can engage the entire workforce and help them reap many health and wellbeing benefits. Only when maximum employee engagement is achieved will it reflect better wellness program ROI. With the right communications plan tailored to each population group, employers can boost the engagement rates and success of the employee wellness program.