A broker’s guide to helping clients identify barriers and boost engagement
The Employee Assistance Program is one of the most underutilized benefits in many organizations—not because it’s unhelpful, but because employees don’t fully understand what it is or how to use it.
As a broker, you can help clients bridge the gap by identifying common roadblocks and providing simple, effective solutions.
Reason #1: “I Don’t Know What It Offers”
The Problem: Employees think it’s just counseling—or worse, they have no idea what it is.
What to Do:
- Recommend using plain language: “Call to talk to someone,” “Get legal help,” “Find childcare resources.”
- Create or request a visual benefit snapshot (PDF, flyer, video) listing all available services.
- Encourage multi-channel promotion: email, onboarding, break room posters, manager scripts.
Reason #2: “I’m Not Sure It’s Confidential”
The Problem: Employees worry that using the EAP will affect their job or alert their employer.
What to Do:
- Clarify in every communication: “Confidential and free. Your employer will never know you used it.”
- Ask the EAP provider for a prewritten confidentiality disclaimer or FAQ to share.
- Reassure employees via HR or managers that EAP use is private and protected.
Reason #3: “It Sounds Like It’s Only for Serious Problems”
The Problem: Employees assume the EAP is only for crisis or emergencies.
What to Do:
- Highlight everyday use cases: stress, burnout, parenting, finances, legal help, life coaching.
- Share real-life examples (anonymized) of how employees have used the EAP.
- Promote seasonally: tax season (financial help), back-to-school (parenting), holidays (stress, grief).
Reason #4: “It’s Buried in My Benefits Guide”
The Problem: Even if listed, the EAP gets lost in the noise of open enrollment.
What to Do:
- Position the EAP as a year-round benefit, not just a Q4 bullet point.
- Provide clients with evergreen communication templates and reminders.
- Suggest including EAP info in onboarding, all-hands meetings, and manager trainings.
Reason #5: “I Don’t Know How to Use It”
The Problem: If the access process isn’t clear, employees won’t take the first step.
What to Do:
- Break down the process: “Call this number,” “Download this app,” “Visit this site.”
- Ensure single sign-on or mobile access is available and promoted.
- Recommend adding step-by-step access instructions in onboarding and benefit materials.
Final Tip for Brokers
Don’t assume low utilization means the EAP isn’t working—it may just need a communication reset. Use this article to help your clients reintroduce the benefit in a way that’s clear, relatable, and accessible.