You and I are probably a lot alike. How, you ask? We both likely have the same daily struggles: striving to gain the attention of our worksite wellness audience and get participants to take action. Am I right?
That challenge got me thinking about a marketing conference I attended last fall. One of the speakers used the phrase “KNOW, BELIEVE, DO” when it comes to engaging your audience and getting people to “Do” what you want them to do.
The conference speaker’s ideas have changed the way I approach everything I do now. I’ve turned to these three little words – KNOW, BELIEVE, DO – ever since to guide Hope Health’s communication and marketing efforts. Let me explain how it can work for you too:
KNOW – The first step to get individuals to do anything is to make sure they KNOW your worksite wellness program exists. If employees don’t “know” your program exists and what your company’s strategy is behind promoting health and wellness in the workplace, your program will go unnoticed and unused.
So, then the question becomes, “How do I get employees to KNOW about our program?” Start with a well thought-out, step-by-step strategy. Ask and answer, “What do I want to accomplish with our program and why?”
To bring awareness to your program, consider:
- Branding your wellness program. Give it a name and logo.
- Publish a regularly occurring newsletter (either print or electronic).
- Create social media accounts, such as a private Facebook Group that only your participants can access.
Your goal is to communicate with your employees on a regular basis, with information that is relevant to them and to your culture. This is the first step in getting your employees to KNOW.
BELIEVE – Once employees KNOW, and they start to engage with the communication and information you provide, trust comes into play. You need to make sure that the information that you provide is:
- Accurate – Rely on medically sound information and advice. You don’t want to provide information that conflicts with what they may hear elsewhere.
- Timely – Cover topics when people are most likely thinking about them. For instance, you wouldn’t want to cover colds and flu in the early summer, but a topic such as “How to prevent mosquito bites” likely would get people’s attentions. Also, provide content on emerging trends and new twists on health and wellness. Nobody wants to hear or read about something they’ve heard or read for years. Keep content fresh and appealing.
- Consistent – Make sure your communications come out on a regular basis. If they aren’t on a consistent schedule, people won’t come to anticipate them. Another aspect when it comes to consistency is making sure that your company’s behaviors are in line with your messages. Don’t provide tips on work-life balance if your schedules and work demands don’t reflect that.
Once they trust you, they will BELIEVE what you have to say.
DO – This is when the magic happens. Employees DO what you been asking them to do. And they DO these actions because they KNOW and BELIEVE.
Where Do We Get Off Track?
We want to jump directly to DO. DO is exciting; that’s where the fun is. But without the KNOW and the BELIEVE, the DO is not going to be intrinsic.
If you keep providing information that is relevant to your employees’ lives and that fits your culture, your employees will tune in, and they will eventually DO what you want them to DO. Consistency is key though. You need to supply regular doses of information so you’re always providing your audience with content. Individuals will be at different stages of wanting and needing health and wellness information at different times. You need to ensure you are talking to participants when they are ready to take the next step – whenever that may be.
The KNOW, BELIEVE, DO approach is a win for everyone. Your audience gets the information they need and want to embrace holistic wellbeing. And for you? Nothing is more satisfying than knowing you have connected with other people on a personal level that makes them want to engage in healthful living.
Are you helping your audience to KNOW, BELIEVE, DO?
To learn more, check out these FREE resources:
- Why Learning Styles Matter in Workplace Communications – discusses the common learning styles and how to accommodate them in your communications. Includes an assessment.
- Why Humor Works in Workplace Wellness Communications – discover the power of humor in getting your audience to tune in and take action.