Want to build engagement? Think like a marketer. (Part 6: Summary)

Over the past five weeks, I’ve laid out five factors that drive engagement in your program, and given you an estimate of how much each of those drivers weighs on the success of a wellness or professional development program. Here they are again, along with some telling stats as to why you should pay attention to these drivers:

  • 60% for being Relevant in the eyes of the employee, not just the company.
    • The top ten Training Volumes that our clients’ employees viewed can be broken down into these four categories:
      • Physical Health—48%
      • Mental Health—28%
      • Inter-personal issues—23%; and
      • Parenting—7%.

These numbers show that over half of employees are dealing with issues other than physical illnesses or preventative health matters. You need to address more than physical issues to be relevant.

  • 20% for the Offer (aka incentive).
    • During months when we run a Watch and Win contest, our programs achieve a 53% boost in engagement compared to months in which there is no contest.
  • 10% for the Product (what portfolio of programs you provide, which ties back in to the point about relevance).
  • 5% for the overall Design of your promotion of the program, and 5% for the Copy in the actual promotions.
    • We have seen a 74% decrease in program engagement year over year with some clients who moved from a proactive communication strategy to passive placement on an intranet page. The utilization levels were still good (over 30%), but they could have been even better with creative and timely promotion.

What are the drivers behind engagement at your company? Do you use the same ratios I outlined in this series? I encourage you to let us know what you think is vital. In the meantime, I hope I was able to give you at least one new perspective to use in building engagement with your programs, because if…You Know. You Can.

More articles in this series

Written by: Doug Berkowitz, SVP of Operations at LifeSpeak