By Julia Figliotti Riley
To say the world has changed in the past year would be an understatement. Employees have had to set up at-home work stations, in-person events are off the table for the foreseeable future, and organizations have had to -rethink their program offerings and support resources to fit the new normal. At a time when wellness is a national priority, workers need to understand the health and wellbeing benefits available to them and how these benefits may have changed – because while 2020 is now behind us and COVID-19 vaccines are officially in circulation, we will continue to feel the impacts of the pandemic well into the new year.
Turning disruption into adoption
It’s clear we’ll all need to continue rolling with the changes in 2021, but like many ongoing transformations, that can be easier said than done. And with everything that 2020 has shown us, it should be no surprise that your workforce – regardless of role – may be struggling to stay connected at work.
So how can you connect with thousands of remote employees to support their health and wellbeing in the new year? How can you encourage engagement and ensure a positive continuing employee experience and company culture? The answer lies in your benefits packages and wellness perks, and how you communicate those programs with your virtual workforce.
3 Tips for an effective, engaging virtual wellness fair
Check out these three tips for creating a virtual wellness fair, building an effective communication experience, and fostering adoption and engagement across your organization.
1. Center communication
At GuideSpark, we believe strategic communication is pinnacle to a positive employee experience. A virtual wellness fair is no different. But with all of the uncertainty this pandemic has brought, you may be overwhelmed by the idea of building a wellness fair and a strategy around communicating to your workforce. If this is the case for your organization, consider investing in services that can help you effectively reach your workforce and drive results.
Regardless of your approach, as you begin to build your communication strategy, consider the following questions and potential solutions.
How might we build excitement around the fair?
In a pre-pandemic world, this would be the time to start hanging posters around the office and leaving flyers in the break room. But in a remote-working landscape, we have to consider different approaches. Utilize multiple delivery channels – like web banners, push texts, and emails – with an emphasis on channels that your employees have been most engaged with this year, such as your company messaging software or intranet.
What programs and resources will we be offering, and how might we communicate their benefits?
You’ll want to start by reviewing your existing set of health and wellness benefit offerings. Is there anything that doesn’t quite align with our current pandemic lifestyle, such as gym memberships or movie theater discounts, that you can leave out of the fair? Of the programs remaining, is there anything you might add for the 2021 plan year to help make your employees’ experience more positive during these unprecedented times?
Once you’ve decided on the benefits you want to feature during the virtual wellness fair, you can use each vendor’s existing content to build out virtual vendor booths. Each online “booth” can house various resources, flyers, and tips to take advantage of their programs. This bucketing format allows your employees to explore all of the health and wellness options available to them based on their specific needs and utilize them as effectively as possible, while streamlining the experience by allowing folks to avoid benefit offerings irrelevant to them.
2. Incorporate strategy to grab attention
As your communication and execution plans develop, keep in mind that excessive, non-targeted messaging can lead to overwhelm and disconnect. You want to drive action and adoption and prioritize employee wellness goals through this event, and you’ll need a strategic approach to do so.
Fortunately, we are living in a digital wonder of a world with a plethora of tools at our disposal. Take advantage of the features that come with internal communications platforms, like call-to-action (CTA) buttons. This is an absolute must if you’re looking to engage attendees – CTAs can link to vendor websites, chat windows with benefits experts, giveaway entry forms (everyone loves a wellness fair freebie!), or even sessions with mental health experts. Use short, punchy copy to grab your employees’ attention and drive engagement.
3. Collect and analyze data
And speaking of engagement, how will you even know if your virtual wellness fair is a success? We recommend data analytics. Depending on the platform you use to host the event and communication campaign, you’ll have access to a range of statistics: email open and click rates, engaged views, CTA interactions, and more. Leading up to and throughout your wellness fair, track, and measure which messages and content drive the most engagement. Then – and this part is crucial – use that communication and content data to make small changes, iteration upon iteration in real-time, until your strategy aligns with your desired outcomes. Because as we know, change is constant, and it’s up to us to adapt if we want to stay relevant in the new normal.
From How to Wow: Making your virtual wellness fair a reality
In times of near-constant disruption, it’s up to company leaders and HR teams to prioritize employee wellbeing and engagement. If planning and promoting your virtual event seems out of reach, there are resources available to support you. Leverage a stand-out communications software like GuideSpark Communicate Cloud® to connect with your employees anywhere and ensure participation and adoption during your virtual wellness fair.