Table of Contents
Introduction
Employee wellbeing is no longer a “nice to have” – it’s a strategic imperative. Across industries, organisations are waking up to the fact that wellbeing impacts everything from engagement and productivity to retention and reputation. But while HR typically owns the wellbeing strategy, it’s internal communications teams who bring that strategy to life. From setting the tone on mental health to keeping people connected in hybrid environments, IC teams are uniquely placed to embed employee wellbeing initiatives in everyday work life.
In this article, we’ll explore the role of internal communications in driving effective employee wellbeing initiatives – and why comms teams should be front and centre in this mission.
Why Employee Wellbeing Matters More Than Ever
Employee expectations have shifted. Today’s workforce isn’t just looking for competitive pay or flexible schedules – they want to feel genuinely cared for. Wellbeing has become a key differentiator in the employee experience, but while many organisations claim to prioritise it, the reality often falls short.
In 2024, the UK’s Health at Work Centre identified burnout, presenteeism, and poor work-life balance as the top wellbeing concerns affecting employees. These aren’t just personal issues – they’re organisational challenges.
Backing this up, a 2024 Deloitte report revealed that poor mental health costs UK employers £51 billion annually, with presenteeism – employees working while unwell – accounting for nearly £24 billion of that figure. These numbers highlight just how costly it can be when wellbeing isn’t genuinely embedded into a company’s culture.
This is where internal communications teams play a pivotal role. They have the platform and the influence to bring employee wellbeing initiatives to life – not just as initiatives, but as everyday practices. Effective comms teams can:
- Humanise leadership messages around wellbeing
- Promote usage of wellbeing tools and benefits
- Foster a culture of openness, trust, and inclusion
- Connect people across silos and geographies
- Provide feedback loops to improve programmes
💡 Tip: Employee wellbeing initiatives need consistency to land. Create a content calendar that keeps wellbeing front of mind year-round – not just during Mental Health Awareness Week.
Connecting the Dots Between Culture and Communication
One of the strongest predictors of wellbeing in the workplace is organisational culture. And culture, in many ways, is shaped by communication.
Research from Gallup shows that when engaged employees they have higher productivity, better retention, fewer accidents, and 21% higher profitability. Moreover, a lack of communication is one of the leading contributors to workplace stress.
Internal communications can shape a wellbeing-positive culture by:
- Modelling empathetic language and tone
- Sharing real stories from employees
- Reinforcing company values through regular updates
- Breaking down stigma around mental health
- Encouraging two-way dialogue – not just top-down messaging
This is especially important in hybrid or remote settings, where the absence of casual interaction makes intentional communication essential.
💡 Tip: Run an internal campaign focused on “Everyday Wellbeing Wins” – highlighting small actions, stories, or tips from employees that reinforce positive behaviours.
Making Employee Wellbeing Initiatives Measurable
One of the main barriers to sustained wellbeing investment is the difficulty in demonstrating ROI. While HR may have access to engagement surveys or benefits utilisation data, internal comms can add depth and colour through sentiment analysis, feedback loops and engagement metrics on wellbeing content.
In fact, according to Gallagher’s State of the Sector report for 23/24 – (84%) of internal communicators actively want to improve measurement despite lack of time and resources being the number one barrier. But with the right tools, comms teams can show how effective messaging drives:
- Increased awareness of wellbeing resources
- Higher attendance at wellbeing events
- Improved sentiment in pulse surveys
- Greater usage of EAPs (Employee Assistance Programmes)
💡 Tip: Tag wellbeing-related posts across channels to track performance across campaigns. This builds a case for leadership to continue investing in wellbeing – and in comms.
Empowering Managers as Wellbeing Communicators
While comms teams can craft the message, it’s often line managers who deliver it. But not all managers feel confident talking about mental health or wellbeing.
That’s where internal comms can provide invaluable support. By equipping managers with:
- Talking points for team meetings
- Ready-made slide decks or FAQs
- Templates for wellbeing check-ins
- Inclusive, accessible messaging guidelines
… you empower them to be wellbeing advocates, not bottlenecks.
This is critical in larger organisations where cascade communication remains a key channel. CIPD’s Health and Wellbeing at Work 2023 report, emphasises the importance of manager training in wellbeing.
💡 Tip: Create a centralised “Wellbeing Toolkit for Managers” with resources like talking points, checklists, and conversation guides. Make it easily accessible and undateable so it can be tailored for different departments, locations, or roles.
Avoiding Wellbeing Fatigue: Making Messages Stick
In a crowded comms landscape, it’s easy for wellbeing messages to get lost – or worse, feel performative. To avoid this, your content needs to feel relevant, timely and authentic.
Best practices include:
- Using plain, human language
- Highlighting what actions are being taken – not just intentions
- Tying initiatives to organisational values and strategy
- Varying content formats (videos, infographics, podcasts, user stories)
- Avoiding over-saturation – space out content for greater impact
The key is not to treat wellbeing as a one-off campaign, but as a thread woven through all your comms.
💡 Tip: Set up a regular rhythm for example – “Wellbeing Wednesdays” with consistent content, but rotate formats and contributors to keep things fresh.
The Cost of Getting It Wrong
When internal communications fail to support wellbeing, the costs are real. Poor communication contributes to stress, confusion and disengagement – which in turn drive higher turnover and presenteeism.
And from a reputitional standpoint, companies seen as uncaring risk losing top talent – especially younger employees. Deloitte’s 2023 Global Gen Z and Millennial Survey found that Gen Zs and millennials are reporting increasingly high levels of burnout due to
work-related pressures.
💡 Tip: Partner with your HR team to run an annual “State of Wellbeing” survey. Promote it through internal channels and commit to publishing (and acting on) the findings.
The Strategic Role of Comms in Shaping Wellbeing Policy
Internal communicators are more than content creators – they are cultural architects. That’s why they should be at the table when employee wellbeing initiatives are developed.
Your comms team can:
- Provide insight into employee sentiment and communication gaps
- Help shape the language and framing of employee wellbeing initiatives
- Co-create comms-ready strategies with HR and leadership
- Ensure inclusive and equitable access to information
- Spot disconnects between what’s said and what’s felt
By working proactively – not just reactively – IC teams can ensure wellbeing doesn’t become another forgotten policy document.
💡 Tip: Ask to be included in your organisation’s employee wellbeing steering group. Having a seat at the table will allow you to bring internal comms into the picture early to have a bigger impact.
Final Thoughts: Wellbeing is Everyone’s Job, But Comms Lead the Way
While HR might define the wellbeing strategy, internal communications give it a heartbeat. Whether it’s helping employees feel seen and heard, or giving managers the tools to lead with empathy, comms teams are the connective tissue of a healthy organisation.
To be effective, comms leaders must plan strategically, communicate consistently and measure impact. With tools like ICPlan, they can turn good intentions into tangible outcomes – ensuring employee wellbeing initiatives aren’t just a poster on the wall, but a reality lived every day.
💡 Tip: Don’t underestimate your influence. The stories you tell, the tone you set, and the rhythms you create can have a lasting impact on how people feel at work. That’s not just communication – it’s leadership.
Ready to Make Wellbeing a Strategic Priority?
At ICPlan, we believe that effective internal communication is the backbone of a thriving workplace culture. Our platform was built specifically for comms teams – giving you the tools to plan, publish and measure with confidence.
- Centralise your employee wellbeing initiatives
- Coordinate messaging across teams and channels
- Track performance and prove impact
- Save time while delivering more value
Book a free consultation call to see how ICPlan can help optimise your support your wellbeing goals.
Or, start a 14-day free trial and experience the benefits firsthand.
