A broker’s guide to helping clients and employees navigate EAP services with confidence
When employees hear “EAP,” many assume it’s only for crisis support or therapy. But most modern EAPs also include coaching—an accessible, proactive benefit that helps employees with goal-setting, performance, and life transitions.
As a broker, helping clients understand the distinction between coaching and counseling empowers them to promote both services effectively and support a wider range of employee needs.
Counseling: Emotional Support for Mental and Behavioral Health
What it is: Counseling is designed to help employees work through emotional, relational, and psychological challenges. It’s typically delivered by a licensed therapist or clinical professional.
When to use it:
- Experiencing anxiety, depression, or persistent stress
- Navigating grief, trauma, or relationship difficulties
- Managing mental health conditions or overwhelming emotions
- Seeking a safe, private space to talk through personal concerns
What to expect:
- Short-term (3–6 sessions) goal-oriented support
- Confidential conversations with a licensed counselor
- Referrals for ongoing care if needed
Example Profile – Counseling: “Karen recently lost a parent and is struggling to stay focused at work. She’s not ready to see a psychiatrist but needs someone to talk to. She uses her EAP to schedule virtual counseling and meets weekly with a licensed grief counselor.”
Coaching: Forward-Focused Guidance and Personal Development
What it is: Coaching helps employees improve specific areas of their life, performance, or mindset. It’s not clinical—it’s action-oriented, strengths-based, and typically facilitated by trained coaches or wellness professionals.
When to use it:
- Feeling stuck or unmotivated at work
- Navigating career growth, imposter syndrome, or transitions
- Looking to improve relationships, habits, or self-confidence
- Working toward personal or professional goals
What to expect:
- Short-term (1–6 sessions) motivational support
- Tools, reflection, and accountability toward goals
- Sessions may be phone-based or virtual
Example Profile – Coaching: “Dante was recently promoted and feels overwhelmed balancing leadership and workload. He’s not in crisis but knows he could use perspective. He connects with an EAP life coach who helps him build a plan and confidence.”
Why It Matters: Right Fit = Real Results
Helping employees understand the difference increases:
- Satisfaction with the experience
- Early engagement before problems escalate
- Utilization of underused services like coaching
For HR and brokers, it also:
- Reduces inappropriate referrals or expectations
- Ensures the EAP provider can allocate the right resources
- Strengthens benefit awareness across diverse employee needs
Final Word for Brokers
Both coaching and counseling belong in a modern EAP—and each serves a distinct purpose. By helping your clients position both clearly, you create more access points, reduce stigma, and maximize the EAP’s impact.