A broker’s guide to helping clients promote the EAP through trusted voices inside the organization
Email blasts alone won’t drive meaningful EAP engagement. Employees are far more likely to act on a benefit when they hear about it from someone they know and trust—like a peer, manager, or ERG leader. That’s why creating a network of “EAP Champions” is one of the most effective ways to build a culture that values and normalizes mental health support.
As a broker, you can help clients identify, equip, and activate these champions to boost EAP visibility and credibility from within.
Why EAP Champions Work
- Trust: Employees listen to peers more than corporate emails
- Relatability: Champions can speak from real experience
- Reach: A distributed network spreads awareness across teams and locations
- Sustainability: Ongoing internal promotion reduces HR’s burden
Step 1: Identify Your EAP Champions
Look for people who:
- Are respected and well-connected in the organization
- Belong to different departments, levels, or ERGs
- Have a personal interest in well-being or mental health advocacy
- Are willing to share messaging, not private experiences (confidentiality matters)
Include:
- Frontline managers
- ERG or DEI leaders
- HR business partners
- Peer influencers or wellness committee members
Step 2: Equip Champions with the Right Tools
Provide a simple “EAP Champion Starter Kit” with:
- Overview of EAP services and access points
- Sample talking points (see below)
- Email templates and Slack messages
- Printable flyers or QR code handouts
- Answers to FAQs (confidentiality, access, what’s included)
Sample Talking Points:
“You don’t have to be in crisis to use the EAP. They’re here for everyday stress, parenting, legal or financial questions, and coaching too.”
“I’ve used the EAP myself—it’s confidential, free, and really helped.”
“If you ever feel stuck, stressed, or overwhelmed, the EAP is a great place to start.”
Step 3: Activate Your Champions
Help clients coordinate:
- Quarterly team or ERG updates on EAP resources
- Mentions during onboarding, town halls, or training sessions
- Peer-led wellness events (e.g., “Lunch & Learns” on mental health topics)
- Sharing EAP reminders in newsletters, internal chats, or team channels
Bonus Tip: Encourage champions to personalize the message. A trusted voice saying “This helped me” makes a bigger impact than any HR flyer.
Step 4: Keep Champions Engaged
To maintain momentum:
- Send quarterly updates and new resources
- Host short “champion huddles” for training and feedback
- Recognize champions publicly (even small shoutouts go a long way)
- Share usage trends to show impact
Final Word for Brokers
Your client’s most effective EAP promotion channel might already be on payroll. Help them activate it. EAP champions turn a program into a movement—and ensure mental health stays visible, accessible, and human.