A broker’s guide to helping clients make the EAP visible across the entire employee lifecycle—not just during open enrollment
Most organizations only promote their Employee Assistance Program (EAP) once a year—during open enrollment. But employees are more likely to engage with support when it’s tied to moments that actually matter: joining a company, navigating challenges, or deciding whether to stay.
As a broker, you can help clients reframe the EAP as a benefit that’s not seasonal—but strategic. Here’s how to embed it in key employee lifecycle conversations.
1. Onboarding: Normalize Support from Day One
Why it matters: New hires are overwhelmed, uncertain, and eager to feel supported. Introducing the EAP early builds trust and sends a clear message: “We care about your well-being.”
How to do it:
- Include a short EAP overview in HR orientation
- Distribute a flyer or link to the EAP portal
- Have managers reinforce access in 1:1s
Sample Onboarding Script (HR):
“We know starting a new job can be exciting—and stressful. One of your benefits is a free, confidential support program called the EAP. You can use it for everything from stress and life transitions to financial and legal guidance. It’s here for you and your family, anytime.”
2. Stay Interviews: Discover Hidden Barriers and Support Gaps
Why it matters: Stay interviews are designed to prevent turnover. If employees are disengaged, burned out, or struggling personally, the EAP may be the resource they need—but don’t know exists.
How to do it:
- Train managers or HR reps to mention the EAP as part of the conversation
- Use employee feedback to adjust promotion strategy or identify service needs
Sample Stay Interview Prompt:
“When you’re dealing with stress—either at work or in life—do you feel like you have the right support? Are you familiar with our EAP and how to use it?”
3. Exit Interviews: Learn Why They Didn’t Use It (Or Did)
Why it matters: Exit interviews can uncover awareness gaps, trust issues, or missed opportunities to support retention. Even if someone is leaving, their feedback helps improve engagement for those who stay.
How to do it:
- Add an open-ended EAP question to the exit interview template
- Review responses quarterly with EAP and HR teams
Sample Exit Interview Question:
“Were you aware of the EAP benefit during your time here? If so, did you use it? If not, was there anything that would have made you more likely to?”
Bonus Tip: Create a Lifecycle Messaging Map
Help clients map out EAP mentions across:
- Preboarding (offer letter, benefits intro)
- First 30 Days (new hire check-in)
- 6-Month Check-In (wellness pulse survey)
- Annual Review Season (stress & performance coaching)
- Manager Training (how to refer employees)
- Exit Process (referrals for post-employment support)
Final Word for Brokers
If the EAP only gets airtime during open enrollment, it becomes invisible the rest of the year. Help your clients make it part of the employee journey—so it’s top of mind when people need it most.