Transform Employee Well-Being Through Strategic EAP Communication 

When HR launches a new Employee Assistance Program, the announcement often feels like a major milestone. Emails go out, posters appear in break rooms, and leadership mentions it at the all-hands meeting. Then the utilization reports arrive showing disappointing numbers.

This disconnect isn't a failure of the EAP itself. It's a communication problem. According to a 2025 poll conducted by the National Alliance on Mental Illness in cooperation with Ipsos, roughly one quarter of employees don't know whether their employer offers mental health benefits such as an EAP. Only about half of the workforce knows how to access the mental health care benefits available through their employer-sponsored insurance.

The gap between offering support and employees actually receiving it comes down to how well HR communicates about the program. For HR professionals, closing this gap requires a strategic, sustained approach that goes far beyond a single announcement.

Why EAP Communication Matters for HR and Employee Support

Over 200 million workdays are lost each year due to mental health conditions, costing employers $16.8 billion in lost productivity. Yet research published in Harvard Business Review shows that nearly 60% of employees have never spoken to anyone at work about their mental health status. 

Strong communication about EAP services creates the foundation for meaningful employee engagement. Without it, even the most comprehensive programs remain underutilized and their potential unrealized.

impact on employee awareness and participation

The NAMI poll found that over 80% of employees believe mental health and wellbeing trainings are important for creating a positive workplace culture. And, the Society for Human Resource Management reports that, as of 2024, 82% of organizations offered EAPs, up from 79% in 2015. 

Despite this widespread availability, awareness remains the primary barrier to utilization. Most organizations fall short on education, leaving employees unable to benefit from services they’re not aware of or don't understand.

Connection between communication and mental health outcomes

Effective EAP communication does more than inform. It reduces stigma, normalizes help-seeking behavior, and creates a culture where employees feel safe accessing support. 

The NAMI poll demonstrates that employees who receive mental health training report a 10-point decrease in their worries about being judged if they share about their mental health with colleagues.

role of hr in driving eap engagement

HR professionals hold primary responsibility for developing program guidelines and training employees and managers about EAP services. This role extends beyond initial rollout to ongoing promotion and education. 

The challenge is that mental health benefits require more explanation than traditional health insurance. Workers may understand how to schedule a doctor's appointment, but they often don't grasp how an EAP differs from their health plan, what services are included, or whether using it will cost them anything.

3 Common Challenges in EAP Communication

Understanding the obstacles to effective EAP communication helps HR professionals develop strategies to overcome them. Three challenges appear consistently across organizations of all sizes.

Challenge #1: low employee awareness of eap services

Programs have evolved far beyond their origins in substance abuse counseling to include financial planning, legal assistance, childcare resources, and mental health support. 

This evolution creates a communication challenge. If employees still think of EAPs as programs only for people with serious problems, they won't consider using them for everyday stressors or preventive support. 

Challenge #2: misconceptions about confidentiality

Fear about privacy keeps many employees from accessing EAP services. Workers worry that seeking help through an employer-sponsored program could impact their job security, career advancement, or how managers perceive them. In the NAMI study, “two in five respondents worry they would be judged if they shared about their mental health at work.”

Challenge #3: limited hr bandwidth for promotion

HR departments face competing priorities, and EAP promotion often gets deprioritized. Once a program launches, it's easy to assume employees will remember the information from onboarding or the annual benefits overview. In reality, people forget, new employees join, and circumstances change. 

Best Practices for Promoting Your EAP Program

Effective EAP communication combines clear messaging, strategic use of multiple channels, and targeted approaches that resonate with different employee populations. These practices work together to create sustained awareness and engagement.

create clear, consistent messaging

• Effective EAP communication starts with clarity. Messages should explain what services are available, how to access them, and why they matter in straightforward language.
• Avoid clinical terminology or HR jargon that might confuse or intimidate employees.
• Consistency matters as much as clarity. When employees hear the same core messages through different channels over time, the information sticks. 
• Develop a standard description of your EAP that everyone in the organization can use, from HR staff to managers to leadership. 
• Include specific details like the phone number, website, and hours of availability in every communication.

use multiple communication channels (email, intranet, posters)

Different employees consume information in different ways. A comprehensive communication strategy uses multiple touchpoints: email announcements and newsletters, intranet pages with detailed information, posters in break rooms and restrooms, table tents in cafeterias, information in pay stub envelopes, mentions in team meetings, and cards employees can keep in their wallets. 

Each channel reinforces the message and reaches employees who might miss it elsewhere.

personalize messages for different employee groups

Not all employees need the same information or respond to the same messaging. 

• New parents might be most interested in childcare resources and stress management.
• Employees approaching retirement may care more about elder care support and financial planning.
• Workers in high-stress roles might benefit from targeted information about counseling services.

Segment your communications when possible, sending tailored messages to different employee populations highlighting the services. 

leverage leadership Endorsements

When executives and managers talk openly about the importance of mental health and employee wellbeing, it normalizes the conversation. Leadership endorsement sends a powerful message that using the EAP is not only acceptable but encouraged. 

Ask leaders to mention the EAP in company-wide communications, share (with permission) how the program has helped employees in general terms, and participate in mental health awareness initiatives. 

integrate EAP into onboarding and wellness initiatives

Onboarding represents a critical opportunity to introduce new employees to the EAP. Include comprehensive information about the program in orientation materials, dedicate time during training sessions to explain services, and provide new hires with easy-to-reference materials they can keep. 

But don't stop at onboarding. Weave EAP information into other wellness initiatives throughout the year. When you promote stress management workshops, mention EAP counseling services. When you share financial wellness tips, include information about EAP financial planning resources.

schedule regular reminders and campaigns

One-time announcements don't create lasting awareness. Schedule regular EAP reminders throughout the year. Monthly email reminders, quarterly lunch-and-learn sessions, and awareness campaigns tied to Mental Health Month in May or other observances keep the program visible. 

Vary your approach to maintain interest. One month might focus on stress management resources while the next could highlight financial planning services.

Leveraging Digital Tools for EAP Awareness

Technology offers powerful ways to make EAP services more accessible and to track the effectiveness of communication efforts. Smart use of digital tools can significantly improve program engagement.

use hr portals and mobile apps for easy access

Digital tools make accessing EAP services simpler and more private. When employees can reach services through an app on their phone or a portal they access from home, it removes barriers. 

Promote these digital access points prominently. Show employees how to download the app, navigate the portal, and access services through their preferred devices. The easier you make access, the more likely employees will use the program when they need it.

engage employees through social media and newsletters

Internal communication channels offer regular opportunities to share EAP information. Include a standing section in employee newsletters highlighting a different EAP service each month. Use internal social media or collaboration platforms to share quick tips, success stories (without identifying details), and reminders. 

Keep this content varied and engaging with stress management techniques, announcements of new services, seasonal tips for managing work-life balance, and reminders of 24/7 availability during particularly stressful periods.

track engagement metrics for continuous improvement

Digital tools provide valuable data about how employees engage with EAP information. Track which emails get opened, what portal pages receive the most visits, and which resources employees access most frequently. 

This data helps you refine your communication strategy. If certain messages generate more engagement, do more of that. If some channels aren't reaching employees effectively, adjust your approach.

Measuring Success of Your EAP Communication Strategy

Data-driven evaluation allows HR teams to understand what's working and where adjustments are needed. Regular measurement ensures communication strategies evolve to meet employee needs.

key metrics: utilization rates, employee feedback

Utilization rates provide the clearest measure of communication effectiveness. Track what percentage of employees use EAP services over a given period. While industry averages hover around 5-7%, organizations with strong communication strategies often achieve significantly higher rates. 

Beyond utilization numbers, gather qualitative feedback. Survey employees about their awareness of the EAP, understanding of available services, and comfort level accessing support. This feedback reveals gaps in your communication strategy that numbers alone might miss.

adjusting strategy based on data insights

Use the data you collect to make informed adjustments. If awareness remains low despite frequent communications, the message might not be clear or isn’t reaching employees through their preferred channels. If awareness is high but utilization is low, the issue might be stigma, confidentiality concerns, or confusion about how to access services. 

Test different approaches by varying your messaging, using different communication channels, or adjusting the frequency of reminders. Measure the impact of each change and build on what works.

How Ulliance EAP Services Improve Workplace Engagement

Ulliance recognizes that even the best EAP services fall short if employees don't know about them or feel comfortable using them. That's why Ulliance partners with HR teams to address the communication and engagement challenges that typically limit EAP utilization.

Ulliance's global employee assistance program combines digital tools and resources with one-on-one counseling and expert wellbeing coaching. Built on 30+ years of experience, the program offers dedicated account managers who work with HR to promote awareness and quarterly webinars that keep services visible to employees. With 24/7 access to masters-educated clinicians and a fully confidential platform, Ulliance makes it easier for HR to communicate that help is always available.

When you partner with Ulliance, our Life Advisor Consultants are always just a phone call away to teach ways to enhance your work/life balance and increase your happiness. The Ulliance Life Advisor Employee Assistance Program can help employees and employers come closer to a state of total well-being.

Investing in the right EAP or Wellness Program to support your employees will help them and help you.  Visit https://ulliance.com/ or call 866-648-8326.

The Ulliance Employee Assistance Program can address the
following issues:
• Stress about work or job performance
• Crisis in the workplace
• Conflict resolution at work or in one’s personal life
• Marital or relationship problems
• Child or elder care concerns
• Financial worries
• Mental health problems
• Alcohol/substance abuse
• Grief
• Interpersonal conflicts
• AND MORE!

References:

Research: People Want Their Employers to Talk About Mental Health; Harvard Business Review; Kelly Greenwood, Vivek Bapat, Mike Maughan https://hbr.org/2019/10/research-people-want-their-employers-to-talk-about-mental-health

The 2025 NAMI Workplace Mental Health Poll; National Alliance on Mental Illness https://www.nami.org/support-education/publications-reports/survey-reports/the-2025-nami-workplace-mental-health-poll/

Managing Employee Assistance Programs: A Comprehensive Toolkit; Society for Human Resource Management https://www.shrm.org/topics-tools/tools/toolkits/managing-employee-assistance-programs-eaps

Underused EAPs Are a Missed Opportunity to Help Workers; Society for Human Resource Management https://www.shrm.org/topics-tools/news/benefits-compensation/underused-eaps-missed-opportunity-to-help-workers