A broker’s guide to helping clients elevate their EAP communication strategy
Open enrollment is a key opportunity to reinforce the value of benefits—not just at the plan level, but at the personal level. Yet EAPs often get overlooked or buried in the shuffle.
As a broker, you can help clients bring their EAP to life by positioning it as an essential tool for everyday challenges—not just crises.
Why the EAP Deserves More Than a Line in the Benefits Guide
Too often, the EAP is summarized in a sentence: “Free confidential support for personal issues.” That’s not enough.
Employees need to know:
- What services are available beyond counseling (e.g., legal, financial, childcare support)
- How to access those services (phone, app, chat, online)
- Who the EAP is for (employees and household members)
Clients need help articulating the EAP’s real-life impact—because employees don’t just want support, they want relevance.
Communication Best Practices for HR Teams
You can offer your clients the following EAP promotion tips:
- Use real-life language: Skip the jargon. “Get help finding a daycare” or “Talk to someone about burnout” is more relatable than “work-life balance resources.”
- Promote it visually: Include EAP in enrollment meetings, benefit one-pagers, and videos—not just the full guide.
- Reinforce it in multiple channels: Email, intranet, posters, onboarding—repetition builds awareness.
- Don’t bury it at the bottom: Highlight EAP on the same level as health and retirement. It reflects your culture.
Tailor Messaging by Audience
Different employee groups care about different support:
- Early-career workers: Stress, financial coaching, housing, and job stability
- Parents: Childcare, parenting support, and mental health for teens
- Managers: Guidance for supporting team members and avoiding burnout
- Executives: Stress management, leadership coaching, and privacy
- Remote/hybrid workers: Isolation, work-life boundaries, digital fatigue
Help HR teams craft messaging that resonates—not just informs.
How Brokers Can Help
- Review and refresh EAP benefit descriptions
- Offer template slides for HR open enrollment meetings
- Create talking points for managers and benefits champions
- Remind clients to promote EAP all year, not just in Q4
By helping clients position their EAP as a meaningful, accessible benefit—not just a line item—you strengthen your role as a partner in employee well-being.
Want help developing ready-to-share EAP slides or a year-round engagement calendar? We can support that next.