A broker’s guide to helping clients evaluate EAP impact beyond basic utilization
EAP success is often reduced to a single data point: utilization. But tracking how many people “used the benefit” doesn’t tell the full story—especially in a workforce where stigma, access preferences, and mental health literacy vary widely.
As a broker, you can guide your clients to adopt a more strategic lens by helping them focus on the right metrics and discard the ones that don’t tell the full picture.
Why Utilization Alone Isn’t Enough
Utilization tells you how many employees accessed the EAP—but not:
- Who is using it (roles, departments, tenure)
- What services are most needed
- Whether usage reflects healthy awareness or reactive crisis support
Worse, clients may dismiss their EAP as ineffective if the utilization rate looks “low” (below 5%)—even if it’s making a meaningful impact behind the scenes.
Mental Health Metrics That Matter
Here’s what to focus on instead:
1. Engagement Trends Over Time
- Year-over-year or quarter-by-quarter comparisons
- Spikes around major org changes (layoffs, M&A, busy season)
- Communication efforts tied to usage boosts
2. Preventive Support Usage
- Uptake of legal/financial, coaching, or work-life services
- Use of app-based or self-guided resources
- Services accessed before a crisis emerges
3. Manager Referrals and Satisfaction
- Number of manager-driven EAP referrals
- Manager survey data or anecdotal feedback
- Use of EAP for leadership coaching or team support
4. Impact on HR and Absenteeism
- Decrease in HR escalations related to performance or well-being
- Correlation with fewer unplanned absences or short-term leave
- Improved retention or morale in high-stress departments
5. Employee Feedback and Trust
- Anonymous surveys asking: “Do you feel supported at work?”
- Pulse check on EAP awareness and confidence
- Feedback from exit interviews or engagement surveys
What Not to Obsess Over
- Comparing your EAP’s utilization rate to national averages without context
- Assuming low usage = low value
- Tracking only counseling usage and ignoring other services
- Measuring EAP success in isolation from other benefits or HR outcomes
How Brokers Can Support Smarter EAP Evaluation
- Help clients ask the right questions during QBRs and renewals
- Encourage vendors to provide custom dashboards, not just static reports
- Show how EAP data links to broader organizational KPIs like retention and engagement
Final Note
When your clients evaluate mental health through the right metrics, they make better decisions—not just about their EAP, but about the culture they’re trying to build. You don’t need more data. You need more meaningful insight.