A broker’s guide to helping clients manage expectations and measure impact over time
An EAP is not a “set it and forget it” benefit. For clients to see real value—from employee support to ROI—they need to understand how success evolves over time.
As a broker, you can help clients define what success looks like in each phase and align their strategy accordingly. Here’s how to set expectations and drive value year over year.
Year 1: Awareness and Adoption
In the first year, the goal is simple: make sure people know the EAP exists and understand how to use it.
What success looks like:
- EAP is integrated into onboarding and benefits guides
- Employees know where to go and what’s included
- Utilization starts to build (target: 3–6%)
- HR and managers are introduced to referral and support tools
- Vendor delivers implementation training, collateral, and launch support
Broker support in Year 1:
- Provide templates for EAP announcements, posters, and email campaigns
- Help HR teams deliver benefit launch presentations
- Encourage quarterly promotions and manager reminders
Year 2: Utilization Growth and Manager Engagement
Now that the EAP is familiar, it’s time to deepen engagement and refine delivery.
What success looks like:
- Utilization increases (target: 6–10%) and spans across services
- Manager referrals and awareness are rising
- Reports begin to show trends in use, stressors, and employee needs
- HR begins using the EAP strategically (e.g., after layoffs, during change)
- Ongoing communication campaigns continue to drive awareness
Broker support in Year 2:
- Analyze utilization data and recommend communication adjustments
- Support manager training and referral guides
- Advise on how to integrate EAP into HR strategy (wellness, DEI, crisis response)
Year 3 and Beyond: Culture Impact and Measurable ROI
This is when the EAP becomes a strategic asset—not just a benefit.
What success looks like:
- EAP is viewed as part of the organization’s culture and values
- Employees openly reference using the EAP
- Leadership supports and promotes mental health benefits
- HR receives fewer escalations due to early support access
- Data shows improvements in retention, absenteeism, and employee satisfaction
- EAP vendor acts as a proactive partner, not just a service provider
Broker support in Year 3+:
- Work with leadership to align EAP impact with business metrics
- Guide quarterly business reviews with strategic insights
- Help advocate for additional services or investment based on outcomes
Final Note for Brokers
Setting expectations from Day 1 ensures your clients don’t get discouraged or underuse a powerful benefit. Help them see EAP not as a short-term solution, but as a long-term driver of employee well-being and organizational health.