When clients ask: “Is our EAP working?”—it’s a fair question. But without access to claims data (which EAPs typically don’t provide), HR leaders and benefits teams often feel stuck trying to quantify the value of their EAP investment.
As a broker or consultant, you can help guide clients to a smarter, more strategic understanding of ROI—one that goes beyond spreadsheets and claims reports.
Here’s how to do it.
1. Reframe ROI as Risk Avoidance + Organizational Impact
EAPs don’t show up in claims the way medical or pharmacy benefits do—but their value is no less real.
- EAPs help prevent costly downstream claims (mental health crises, legal issues, disability)
- EAPs reduce absenteeism and presenteeism
- EAPs improve retention, morale, and productivity
2. Track Utilization—But Look Deeper
Utilization reports are a good start, but they rarely tell the full story. Help clients interpret data such as:
- Percentage of employees accessing services
- Repeat usage (indicates perceived value)
- Types of services used (counseling, legal, work-life, etc.)
- Access methods (phone, app, chat)
Ask:
“Is usage going up or down?”
“Are employees using a range of services?”
“Do they know what’s available?”
Low numbers may signal an awareness issue—not a lack of need.
3. Request Reporting on Engagement and Outcomes
Many modern EAP providers offer enhanced reporting beyond basic usage. Help clients ask for:
- Session outcomes (e.g., issue resolution, referrals)
- Member satisfaction scores
- Time-to-service metrics (e.g., average wait for counseling)
- Digital tool engagement (iCBT modules completed, app logins, etc.)
These numbers help demonstrate how the program is performing—not just how many people used it.
4. Capture HR and Leadership Feedback
HR leaders often have a strong sense of impact based on:
- Anecdotal feedback from employees
- Manager comments and referrals
- Support during crises or leadership events
- Ease of implementation and communication
As their broker, you can collect and consolidate this feedback to build a narrative around value and experience.
5. Consider Proxy Metrics for ROI
Even without claims data, your clients likely track KPIs that correlate with EAP impact. Encourage them to monitor trends in:
- Absenteeism and sick days
- Turnover and retention (especially in high-stress roles)
- Use of short-term disability for mental health reasons
- Manager-reported team issues or disruptions
Improvement in these areas can often be tied, at least in part, to effective EAP usage and promotion.
6. Recommend Annual EAP Reviews with Strategic Goals
Rather than a passive report, help your clients conduct an annual EAP strategy review, focused on:
- Awareness efforts: what was promoted, how often, and to whom?
- Engagement trends: are certain departments using it more than others?
- Cultural alignment: is the EAP reflecting the organization’s values and goals?
- Gaps and next steps: what’s missing or underused?
This turns the EAP into a living benefit—not a static line item.
7. Help Clients Align the EAP with Other Initiatives
EAPs are more valuable when integrated into broader wellness and DEI strategies. Help clients see the connections:
- Is the EAP referenced in mental health campaigns?
- Are managers trained to use and refer to it?
- Can the EAP support change management or crisis response?
Position the EAP as a strategic partner, not a siloed benefit.
EAP ROI isn’t about claims—it’s about culture, care, and connection. As a broker, you have the opportunity to shift the conversation from “How much does it cost?” to “How well is it helping our people?”
That’s a conversation your clients will remember—and one that reinforces your value as a trusted advisor.