A broker’s guide to uncovering blind spots in EAP strategy and performance
Most HR leaders can recite the basics of their Employee Assistance Program (EAP): how many sessions it offers, the phone number to call, and the provider’s name. But the most strategic questions often go unasked.
As a broker, you can help clients go beyond surface-level understanding by guiding them through deeper, more impactful questions—ones that reveal how well the EAP is truly serving the organization.
1. Are our front-line and deskless workers actually using the EAP?
Many EAPs are underutilized by workers who don’t sit at a desk or have regular access to email.
Ask your clients:
- Do you promote the EAP in breakrooms, locker rooms, or team huddles?
- Can employees access it without needing a login or desktop computer?
Broker Tip: Suggest QR code posters or text-based access links for easy outreach.
2. Do managers know how and when to refer employees to the EAP?
Manager engagement is often overlooked, even though they’re on the front lines of employee well-being.
Ask your clients:
- Have your managers been trained on when and how to refer someone?
- Do they know the EAP is there for them, too?
Broker Tip: Offer to co-host a manager-focused EAP awareness session or provide referral scripts.
3. Are we tracking referral outcomes and engagement trends?
Utilization rates are helpful, but not the full picture.
Ask your clients:
- Do you know what types of issues are most common?
- Are we seeing follow-through on manager referrals?
- What percentage of users are repeat users?
Broker Tip: Work with the EAP provider to request custom data slices by department or issue type.
4. Do our EAP materials reflect the diversity of our workforce?
Inclusive communication increases trust and access—but often goes unreviewed.
Ask your clients:
- Are materials available in multiple languages?
- Do images and scenarios reflect our workforce’s cultural and generational diversity?
Broker Tip: Request culturally competent content from the vendor or offer to create it with their input.
5. Is the EAP integrated into our other HR and wellness programs?
EAPs are often isolated from other benefits—which limits their impact.
Ask your clients:
- Do we promote the EAP during wellness campaigns, leadership trainings, or DEI initiatives?
- Is there a way to sync usage data with wellness or HR trends?
Broker Tip: Create a calendar or workflow that integrates the EAP into year-round messaging.
6. Are employees using the EAP to prevent issues—or only during crisis?
Many clients don’t realize how much of their engagement is reactive.
Ask your clients:
- Are we communicating the everyday value of the EAP—like legal help, coaching, financial advice?
- Do employees see it as a “first step” or a “last resort”?
Broker Tip: Share everyday use case examples to shift perception.
Final Word for Brokers
It’s not just about offering an EAP—it’s about knowing whether it’s working, for whom, and how. These deeper questions help clients move from compliance to true impact. You don’t need more charts—you need smarter questions.