In May's post, Employee Wellness As We Know It Is Evolving, we discussed the WHY of workplace wellness moving past the traditional physical-only approach and more towards a multi-dimensional whole person approach. In today's post, we will begin to discuss the HOW of this evolution and what your company needs to begin implementing for an effective employee wellbeing strategy.
To simplify, we came up with three key components to implementing this strategy: 1. Create an Employee Wellbeing Brand; 2. Develop Your People; 3. Evaluate and Improve.
Today's post will focus solely on the first component of Creating a Wellbeing Brand.
Why this is so important? What is the purpose of creating an employee wellbeing brand at your organization?
The short and simple answer: Alignment. This is where the question of leadership support and employee health engagement comes into play. Think of your employees as your internal customers. If you don’t know what your selling or why you’re selling (i.e. wellness/wellbeing) then neither do they. Alignment has to occur from your employers to your employees. Branding can then occur when you have created alignment in a compelling manner that is RELEVANT and MEANINGFUL to those who encounter it - i.e. your employees + leadership.
There are three main parts to creating a brand and all depend on the last one, which is readiness. The first is: What’s the purpose? What is the purpose of your wellness program, the real purpose? What is your current culture, the REAL LIFE culture at your organization? Second, what are the values of the program? Those values seen and lived everyday in your organization. And third, what is your organization's readiness to truly brand? Determining your organization's readiness to brand is the key to the success of implementing an effective employee wellness program.
As stated above, if you think of your employees as your internal customers, the question becomes: are they buying what you’re selling in your wellness program & inititaives? If not, then your employee wellbeing brand needs to be revisited, rebranded, re-something into a brand that is RELEVANT AND MEANINGFUL to your organization.
Branding takes place because this is where you get buy-in from your leadership AND your employees. This is not just about creating a logo or a marketing campaign. This is about CREATING a wellness brand that is part of the overall cultural brand. A brand that is true to the identity of the organization. A brand that aligns with the values of the organization AND the true organizational culture. This step is the foundation of creating wellbeing in your organization because people support only what they help create. And this includes ALL people, leadership down and back up again.
Branding includes really understanding WHY you have employee wellness at your organization. You will also understand your organization’s READINESS and can more accurately communicate with them why or why not they are seeing certain results.