A broker’s guide to helping clients align mental health benefits with leadership goals
While many HR leaders understand the importance of mental health, not all executives are bought in. When budgets are tight and leadership wants ROI, brokers can help make the case for why investing in mental health—and specifically, a well-managed EAP—is a business decision, not just a wellness one.
Talking Points and ROI Statistics
Use these to frame EAPs as a strategic investment:
- Untreated mental health costs employers over $300 billion annually (lost productivity, absenteeism, turnover)
- $3–$5 return for every $1 spent on EAPs through reduced healthcare costs, improved productivity, and better retention (EAPA)
- Mental health support = manager support: When leaders have somewhere to send struggling employees, HR gets fewer escalations
- Increased retention: 1 in 4 employees say they’ve left a job due to mental health reasons (APA)
- Employee satisfaction and trust increase when mental health is prioritized—and that translates to stronger engagement
Common Objections and How to Respond
“People don’t use our EAP.”
Response: Utilization is a communication and access issue—not a relevance issue. With better awareness and tech-enabled access (e.g., app, chat, virtual), usage goes up.
“We already offer mental health through our health plan.”
Response: EAPs are the front door—free, fast, and stigma-free. Many employees aren’t ready to file a claim or wait three weeks to talk to someone.
“It’s hard to prove it works.”
Response: Track outcomes that matter: lower absenteeism, fewer HR escalations, manager referrals, and usage trends. A good EAP partner provides these metrics.
“We don’t have budget for this right now.”
Response: The cost of burnout, turnover, and disengagement is much higher. Investing in early intervention prevents costly outcomes later.
Examples of Leadership-Aligned Mental Health Strategies
For leadership, mental health support must tie back to business goals. Here’s how to connect the dots:
- Retention Goals? Show how EAPs support new parents, caregivers, and burned-out teams.
- DEI Initiatives? Position the EAP as a tool for equitable, culturally competent support.
- Manager Development? Highlight how EAPs train leaders to identify and refer employees who are struggling.
- Crisis Preparedness? Emphasize EAP critical incident support as part of a risk management plan.
- Employee Engagement? EAPs build trust and show employees they are valued beyond their performance.
Final Takeaway for Brokers
Don’t just pitch the EAP—connect it to what your client’s leadership team cares about. Use this article to help build internal buy-in, demonstrate value, and shift mental health from a “soft” benefit to a strategic advantage.