A broker’s guide to helping clients create early momentum and engagement
Whether your client is launching a brand-new Employee Assistance Program (EAP) or switching vendors, the first 30 days set the tone. This is the window where awareness is built, habits start to form, and leadership sends a message about how seriously the organization takes mental health.
As a broker, you can help clients create a strategic and successful rollout that drives early engagement and positions the EAP as a trusted resource.
Why the First 30 Days Matter
- Sets the narrative: Is this a real benefit—or just another HR checkbox?
- Drives awareness before habits and stress levels peak
- Builds early wins through visible engagement
- Creates trust and confidence in the benefit’s value
Key Components of a Strong Launch
1. Leadership Buy-In & Visibility
- Have a senior leader send the initial announcement
- Tie the EAP to company values like care, support, or resilience
- Consider launching during a leadership town hall or team meeting
2. Multi-Channel Communication
- Don’t rely on one email—use posters, intranet banners, Slack/Teams messages, videos, and meetings
- Schedule reminders at 7, 14, and 30 days
- Provide print materials for frontline or deskless workers
3. Clear, Relatable Messaging
- Use simple, real-life examples: “Need legal help? Parenting support? Someone to talk to?”
- Reinforce confidentiality and ease of access
- Avoid jargon—focus on value, not features
4. Manager Enablement
- Equip managers with talking points and referral guidance
- Encourage managers to share the EAP personally during 1:1s or team huddles
- Offer a short virtual manager briefing or pre-recorded walkthrough
30-Day Launch Checklist
| Day | Action Item |
|---|---|
| 1 | Send launch email from leadership |
| 2–3 | Update intranet and digital signage |
| 3–5 | Distribute EAP flyers or QR posters (office/mailroom/breakroom) |
| 5–10 | Host an EAP overview session or short video intro |
| 10–15 | Share sample use cases via email or newsletter |
| 15 | Send manager-specific reminder and tools |
| 20 | Share employee testimonials or quotes (anonymized) |
| 25 | Resend EAP access info with “Did you know?” tips |
| 30 | Gather questions/feedback; plan next touchpoint |
Sample Launch Email Copy (Leadership)
Subject: A New Resource to Support You: Our EAP
At [Company Name], we care about your well-being—not just your work. That’s why we’re excited to introduce a new benefit available to you and your family: the Employee Assistance Program (EAP).
The EAP offers free, confidential support for everyday challenges—whether you’re navigating stress, financial concerns, family issues, or just need someone to talk to. It’s here for you, 24/7.
Learn more and get started here: [Insert EAP Access Info or Link]
We encourage you to use this resource anytime you need it. Your well-being matters.
– [Leader Name], [Title]
Final Word for Brokers
A strong EAP launch builds momentum, trust, and visibility. Help your clients approach it like a campaign—not a one-and-done announcement. That first month can lay the foundation for long-term engagement and impact.