A guide for aligning brokers, HR, and EAP vendors to deliver more value, year-round
Many Employee Assistance Programs underperform not because the services aren’t helpful—but because no one owns the engagement strategy. Without clear roles, goals, and communication rhythms, EAPs fade into the background.
As a broker, you’re uniquely positioned to build a true partnership model—one where HR, the EAP provider, and you as the consultant all collaborate to make the program visible, valuable, and aligned with business outcomes.
Why This Matters
- Most EAPs are underutilized (<5% usage is common)
- HR teams are stretched thin and need support promoting the benefit
- Brokers can drive retention, ROI, and differentiation by co-owning the strategy
The 3-Way Partnership Model
1. HR’s Role
- Promote the EAP internally (email, onboarding, manager training)
- Identify workforce needs or issues to address
- Review utilization reports and flag engagement gaps
2. Broker’s Role
- Act as strategic advisor and engagement coach
- Schedule quarterly touchpoints to review progress
- Help translate EAP data into business insights
- Coordinate communication toolkits and best practices
3. EAP Vendor’s Role
- Deliver services, training, and custom resources
- Share anonymized, meaningful data reports
- Provide promotional materials and campaign support
- Respond to change, crisis, and special requests quickly
Quarterly Check-In Agenda Template
Schedule a 30-minute call every 3 months with HR + Broker + EAP Rep
| Topic | Questions to Ask |
|---|---|
| Utilization trends | Are we seeing increased engagement? Are certain services underused? |
| Communication impact | What campaigns or touchpoints worked? What didn’t? |
| Workforce issues | What’s happening with morale, turnover, or specific teams? |
| Manager support | Are referrals happening? Do leaders feel equipped? |
| Next quarter goals | What’s our focus (e.g., stress, caregiving, DEI, onboarding)? |
Roles & Responsibilities Worksheet
| Task | HR | Broker | EAP Vendor |
|---|---|---|---|
| Launch campaign planning | ✓ | ✓ | ✓ |
| Email/poster distribution | ✓ | ✓ | |
| Manager training facilitation | ✓ | ✓ | ✓ |
| Quarterly utilization review | ✓ | ✓ | ✓ |
| Open enrollment support | ✓ | ✓ | ✓ |
| Custom communication requests | ✓ | ✓ | |
| Crisis response prep | ✓ | ✓ | ✓ |
| Year-end reporting and planning | ✓ | ✓ | ✓ |
Final Word for Brokers
You don’t have to own the EAP—but you can make it work better. By creating a shared rhythm of communication, accountability, and insight, you’ll help your clients get more from the benefit—and show that you’re not just managing benefits, you’re building results.