If your client has invested in an EAP, helping them drive real engagement is key to ensuring they see results. Here’s how you can support HR in making the EAP a visible, valuable part of the organization.
1. Start with Awareness: Do Employees Even Know the EAP Exists?
Surprisingly, many employees don’t. One of the simplest, highest-impact steps brokers can take is encouraging clients to talk about the EAP early and often. Offer HR teams:
- Onboarding language for new hires
- Annual open enrollment reminders
- Talking points for managers and supervisors
Consistency is everything. Awareness should be a year-round effort, not a once-a-year benefit mention.
2. Clarify What the EAP Covers—With Real-Life Scenarios
A common barrier to use is confusion. Many employees think EAP = therapy only. In reality, most programs include:
- Financial Consultations and legal Referrals
- Life coaching and parenting support
- Crisis intervention
- Work-life services
Brokers can help HR by reframing the EAP in relatable ways:
“Need a will drafted? Call the EAP.”
“Struggling with burnout? Schedule a session in the app.”
“Need help finding elder care for a parent? EAP can help.”
3. Ask the Vendor About Utilization Tools
Modern EAPs offer more than just a phone number. Brokers can help HR evaluate what’s available and promote it:
- Mobile apps with one-click access
- Self-scheduling for counseling
- On-demand resources like iCBT, articles, videos
- Chat-based AI navigation
When employees can get help on their own terms, engagement increases—especially among younger and tech-savvy populations.
4. Make Managers Your Engagement Multipliers
Managers are often the first to notice when an employee is struggling, but many don’t know how to help—or even what the EAP includes.
Encourage your clients to:
- Train managers on how and when to refer to the EAP
- Provide discreet, easy-to-share materials
- Normalize EAP use as part of team wellness
By empowering managers, HR extends its reach—and brokers become a strategic advisor, not just a vendor liaison.
5. Plan a Simple, Repeatable Promotion Calendar
Help HR teams map out a basic EAP engagement plan for the year. It could include:
- Quarterly awareness emails
- Mental Health Month campaigns
- Back-to-school or holiday stress resources
- Manager tip sheets
- Flyers and digital content
The goal isn’t a big lift. It’s consistency. You don’t need a new message every month—just a few great ones repeated well.
6. Highlight Utilization, Not Just Cost
If your client’s EAP report shows low usage, don’t rush to recommend switching vendors. Ask:
- Has it been promoted enough?
- Are people aware of the services?
- Are access points simple and visible?
Low utilization is often a communication issue, not a vendor issue. Your guidance can save your client time, money, and effort—while driving better outcomes.
7. Bridge the Gap Between Vendor and Culture
Ultimately, brokers and consultants are uniquely positioned to help HR integrate the EAP into workplace culture—not just check a compliance box.
- Suggest new hire videos that feature the EAP
- Recommend including EAP in wellness newsletters
- Help evaluate whether the EAP aligns with DEI and mental health goals
This level of involvement positions you as a value-adding partner—not just a middleman.
Helping your clients engage their employees with the EAP is one of the most valuable services you can offer as a broker. By making it easier for HR to communicate, promote, and normalize use of the benefit, you don’t just help them see ROI—you help their people feel supported when it matters most.