Asking EAP clients to refer a friend is one of the most powerful approaches to increasing your EAP's utilization. Do you practice this promotional strategy? Nothing is more convincing and influential than word of mouth referrals because they are tantamount to a walking live testimonials. Referrals from friends are trusted. If a good friend of yours says a restaurant is fantastic, it will motivate you more than a $5K full page display ad in the local newspaper. Clearly, this is a cost-beneficial EAP utilization improvement hack for you to consider.
The time to ask for a referral is at the moment of positive excitement when your EAP client says, "Wow, thank you so much for helping me." This is your cue to speak up and ask the EAP client to refer a coworker if the opportunity arises. It's that simple. You aren't asking every client to refer, but take advantage of those who would be obviously willing.
When you have an employee-client spread the word about the EAP, a lot is happening at that moment, and all of it is quite synergistic.
The employee client is promoting your program effectiveness, improving its reputation, decreasing resistance of would-be clients, helping others overcome the fear of asking for help, and intervening with your most ferocious and negative force, concern among the workforce that the EAP is not confidential.
All EA professionals believe their program is confidential, but not all employees do. The reason is simple. Confidentiality is so important that the fear associated with it creates its own anxiety and "disturbance in the force." Let's call it "EAP confidentiality perception attrition."
This anxiety gets passed along to the workforce where it is propagated. This is also what makes EAP supervisor training so important. You must tell supervisors in EAP orientations to not repeat, disclose, or otherwise imply knowledge of an employee's EAP attendance or even suggest an employee has attended the EAP. This is also a legal issue, but you want to impress upon supervisors the impact on the program's integrity and how this can negatively impact the perception of confidentiality among employees. If you want to make a bigger impression, say that the most at-risk worker--the one that might go postal--just might not attend the EAP because of something the supervisor said. (You can embellish from there.)
Fighting the natural attrition of perception of confidentiality requires promoting confidentiality, and employees who refer friends or coworkers to the EAP are naturally assisting in this effort.
I routinely make mention that the EAP is confidential in Frontline Employee EAP Newsletter to help you boost your utilization. But since articles are editable, you should insert this where, and as needed. It's vital. You want lots of touches during the year on this key point.
Do you have an EAP utilization improvement hack that you would like me to pass along or expound upon? Pass it along here at publisher@workexcel.com
