How to Build an Internal Communication Plan for the Workplace

The difference between successful and failed wellness programs often comes down to communication. A well-structured communication plan transforms wellness from a corporate checkbox into a meaningful part of workplace culture, bridging the gap between program offerings and actual employee participation.

This comprehensive wellness program guide will walk you through building a communication strategy that drives real engagement. You’ll discover which channels work best for different audiences, how you can measure success, and common pitfalls you should avoid.

By the end, you’ll have a roadmap for creating wellness communications that employees actually read and act upon.

Why Does a Workplace Wellness Program Need an Internal Communication Plan?

Employee well-being programs often underperform. Studies have shown that only 37% of employees regularly participate in workplace wellness initiatives, despite 85% of companies offering them and 68% having used wellness programs before (1). Limited communication appears to be a key factor that contributes to this participation gap (2).

A strategic communication plan serves several critical functions for corporate wellness solutions:

• Builds Awareness and Understanding

Many employees are unaware of available wellness resources. A communication plan ensures consistent messaging across all organizational levels. It explains program benefits clearly and addresses common misconceptions that prevent participation (3).

• Creates Behavioral Change

Awareness alone doesn’t drive action. Effective wellness communication uses behavioral science principles to motivate healthy choices. It provides clear calls to action and removes barriers to participation (4).

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• Sustains Long-term Engagement

Initial enthusiasm for new programs often fades quickly. Ongoing communication maintains momentum through regular updates, success stories, and fresh wellness ideas for employees. This prevents the common pattern of strong launch participation followed by rapid decline (5).

• Demonstrates Leadership Commitment

When leadership actively communicates about wellness, this signals organizational priority. Employees are more likely to engage if they observe genuine support from decision-makers rather than superficial efforts (5, 6).

• Supports Cultural Integration

Wellness becomes part of company culture through consistent messaging. A communication plan weaves wellness themes into existing conversations rather than treating them as separate initiatives (5).

Read more: What Every HR Team Needs on Their Annual Wellness Checklist (And Why It Matters)

Who Should Oversee Workplace Wellness Program Communications?

Successful wellness communication requires collaboration between multiple departments. The specific structure varies by organization size and resources, but certain roles are essential.

Human Resources Leadership

HR typically owns the overall wellness program communication strategy. It understands employee demographics, preferences, and communication patterns. HR also has established relationships with other departments that are necessary for program success (7). 

Internal Communications Teams

Organizations with dedicated communications teams should leverage their expertise. These professionals understand message crafting, channel selection, and engagement measurement. They bring valuable skills in creating compelling content that drives action (5).

Wellness Program Coordinators

Many companies employ dedicated wellness coordinators or partner with external vendors. These specialists provide subject matter expertise and day-to-day program management. They often serve as the primary point of contact for employee questions and concerns (7).

Leadership Champions

Executive sponsors play a crucial communication role beyond formal messaging. Their visible participation and informal conversations about wellness carry significant influence. Middle managers are equally important as they directly impact employee participation through their support or skepticism (5, 6).

Employee Resource Groups

Wellness committees or employee resource groups can amplify communication efforts. Peer-to-peer messaging often resonates more strongly than top-down corporate communications. These groups also provide valuable feedback on message effectiveness and program preferences (2, 8).

Which Communication Channels Work Best for Workplace Wellness Messaging?

Channel effectiveness varies significantly based on industry, workforce demographics, and existing communication infrastructure. Remote teams require different approaches than traditional office environments. Manufacturing employees may have limited email access compared to knowledge workers.

The most successful corporate wellness initiatives use multi-channel approaches that meet employees where they are:

Digital Channels

• Email newsletters remain highly effective for detailed information and monthly wellness themes.
• Intranet portals provide centralized resources and program updates.
• Mobile apps offer convenient access and push notifications for timely reminders.
• Digital displays in common areas catch employees who may miss electronic communications.

Face-to-Face Communications

• Team meetings allow for personal discussion and question-and-answer sessions.
• Corporate wellness workshops provide hands-on learning and skill building.
• Lunch-and-learn sessions combine convenience with valuable content.
• Health fairs create excitement and allow for personal consultations.

Print Materials

• Posters in break rooms and high-traffic areas will reach all employees.
• Flyers and handouts work well for specific program announcements.
• Desk drops ensure individual attention for important messages.
• Payroll stuffers guarantee that every employee receives the information.

Social and Peer Channels

• Internal social networks facilitate community building and peer support.
• Employee testimonials and success stories build credibility.
• Manager talking points ensure consistent messaging across teams.
• Peer wellness champions extend reach through personal relationships.

How Can Workplace Wellness Communications Address Diverse Employee Needs?

Modern workforces encompass multiple generations, varying health conditions, different life stages, and diverse cultural backgrounds. One-size-fits-all messaging will fail to effectively engage this variety of employees.

Successful wellness communication strategies acknowledge and address the following differences:

• New parents need flexible wellness options and childcare considerations for corporate wellness events.
• Senior employees may prefer traditional communication methods and health maintenance topics.
• Remote workers require virtual wellness activities and digital engagement strategies.
• Shift workers need programming outside of standard business hours and different communication timing.
• Employees managing chronic health conditions benefit from specialized resources and sensitive messaging approaches.
• Different income levels respond to varied incentive structures and cost considerations.
• Various fitness levels require inclusive beginner-friendly programming.
• Supporting mental well-being requires confidential resources and stigma-reduction messaging.
• Cultural differences may influence health beliefs and preferred communication styles.

Effective communication plans segment messaging by relevant demographics rather than attempting to reach everyone with identical content. This may involve separate newsletters for different employee groups or tailored messaging within broader communications.

How Frequently Should Workplace Wellness Updates Be Shared?

Communication frequency requires careful balance. Too little communication leads to forgotten programs, while excessive messaging creates fatigue and decreased engagement (9).

For ongoing wellness program communications, monthly touchpoints will work well for most organizations. This allows enough time for meaningful content development while maintaining a consistent presence. Weekly communications may work for highly engaged workforces or during special campaigns, but they require substantial content creation resources.

Special announcements and time-sensitive information need immediate distribution regardless of regular schedules. New program launches benefit from increased frequency during the initial weeks, then settle into normal patterns.

The key is consistency rather than volume. Employees appreciate predictable communication schedules that allow them to anticipate and plan for wellness messaging.

What Metrics Determine Workplace Wellness Communication Success?

Measuring communication effectiveness requires both quantitative and qualitative metrics. These measurements help refine strategies and demonstrate program value to organizational leaders.

• Engagement Metrics

Email open rates and click-through rates provide immediate feedback on message appeal. Industry benchmarks suggest wellness communications should achieve open rates above 20% and click-through rates above 3% (10, 11). Higher rates indicate strong subject lines and relevant content.

• Participation Rates

The ultimate communication goal is driving program participation. Track registration numbers, event attendance, and ongoing engagement with wellness offerings. Successful communications typically see 15-20% increases in participation following targeted campaigns (12).

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• Feedback Quality

Employee surveys and focus groups reveal communication preferences and content effectiveness. Look for specific feedback about message clarity, channel preferences, and suggested improvements. This qualitative data often proves to be more valuable than purely numerical metrics (13).

• Behavioral Indicators

Monitor wellness program utilization patterns in order to better understand communication impact. Increases in health screenings, fitness center usage, or mental wellness activities for employees following communication campaigns demonstrate real influence on employee behavior (14, 15) .

• Reach and Frequency

Track how many employees receive and interact with wellness messages across different channels. This helps identify communication gaps and ensures equitable information access.

How Can Wellness Communications Increase Engagement, Not Just Awareness?

Moving beyond awareness requires communications that motivate action and sustain participation. Behavioral science provides clear guidance on creating messages that drive engagement.

Use Social Proof

Share stories of colleagues who have benefited from wellness programs. Peer success resonates more powerfully than abstract program descriptions (16). Include specific details relating to challenges overcome and benefits achieved.

Make Participation Easy

Remove friction by providing clear next steps and eliminating unnecessary barriers. Include direct links, pre-populated forms, and simple registration processes. Complicated participation processes significantly reduce engagement, regardless of message quality.

Create Urgency and Scarcity

Limited-time offers and capacity restrictions motivate immediate action (17). Frame opportunities as exclusive or time-sensitive to overcome procrastination. However, you should avoid creating false urgency that damages trust.

Focus on Personal Benefits

Connect wellness activities to individual goals and concerns rather than generic health benefits. Address specific pain points such as stress management, energy levels, or work-life balance that resonate with your workforce.

Provide Ongoing Support

Follow up with participants to maintain momentum and address challenges. Send helpful tips, progress tracking tools, and encouragement messages. This sustained communication prevents the common pattern of initial enthusiasm followed by dropout.

Read more: How to Create an Inclusive Wellness Program for a Diverse Workforce

What Role Should Leadership Play in Workplace Wellness Communications?

Leadership involvement significantly impacts employee participation in corporate wellness initiatives. However, the specific roles leaders should play require careful consideration to maximize effectiveness.

Executive Sponsorship and Vision Setting

Senior leaders establish wellness as an organizational priority through their public commitment and resource allocation. They communicate the business case for employee well-being and connect wellness goals to broader company objectives (5).

Effective executive sponsors:

• Share personal wellness experiences and challenges.
• Allocate sufficient budget and staffing resources.
• Include wellness metrics in organizational performance reviews.
• Address wellness progress in company-wide meetings.

Middle Management Engagement

Direct supervisors have the most significant impact on employee participation. They control schedule flexibility, workload management, and team culture around wellness activities. Manager support or resistance can make or break program success (18).

Successful middle management engagement includes:

• Flexible scheduling for wellness activities.
• Regular check-ins about employee well-being.
• Recognition of employees who participate in programs.
• Personal modeling of healthy behaviors.

Leadership Communication Training

Many leaders want to support wellness, but they lack the necessary skills for effective health communication. Training programs help them discuss sensitive topics appropriately and encourage participation without overstepping boundaries (19).

Training should cover:

• Appropriate language for discussing health topics.
• Recognizing signs of employee distress.
• Referral processes for serious health concerns.
• Legal considerations around health-related conversations.

For additional strategies on leadership engagement, explore these wellness tips for employees that leaders can share with their teams.

How Should Sensitive Workplace Wellness Topics Be Communicated?

Mental health, chronic diseases, and personal wellness challenges require careful communication approaches. Poor handling can create legal liability, damage trust, and discourage participation from those who need support the most.

Behavioral science research emphasizes the importance of reducing stigma through normalization and education (20). Effective sensitive topic communication acknowledges common concerns while providing confidential, non-judgmental resources.

Key strategies for sensitive wellness communications include:

• Use inclusive language that doesn’t assume specific health conditions or circumstances.
• Emphasize confidentiality and privacy protections clearly and repeatedly.
• Provide multiple ways to access resources, including anonymous options.
• Focus on common experiences rather than clinical diagnoses.
• Include diverse representation in materials and success stories.
• Offer resources at different engagement levels, from self-help to professional support.
• Train communication staff on appropriate language and response protocols.
• Partner with qualified healthcare professionals for clinical guidance.
• Regularly review communications for potential bias or exclusionary language.

Consider seasonal wellness themes such as summer wellness tips to address timely mental health topics such as vacation stress or seasonal mood changes.

What Are Common Workplace Wellness Communication Mistakes to Avoid?

Understanding common pitfalls will help organizations build more effective communication strategies from the start. These mistakes often stem from good intentions but poor execution or a lack of understanding of behavioral science.

Generic, One-Size-Fits-All Messaging

Many organizations create broad wellness messages that attempt to appeal to everyone but engage no one. Generic communications fail to address specific employee needs, concerns, or motivations (21).

The Problem: Messages such as “Get healthy today!” provide no actionable guidance or personal relevance. They ignore diverse employee circumstances and barriers to participation.

The Solution: Segment communications by relevant demographics, job roles, or health interests. Create targeted messages that address specific challenges and provide clear, achievable next steps (21).

Overwhelming Employees with Information

Enthusiasm for wellness programs often leads to communication overload (22). Organizations overload employees with program details, health tips, and participation reminders that create decision fatigue rather than engagement.

The Problem: Excessive information paradoxically reduces participation by making wellness appear complicated and time-consuming. Employees avoid programs that seem to require significant cognitive effort to understand.

The Solution: Follow the “rule of three” by focusing each communication on a maximum of three key points. Provide essential information first, with additional details available on request or through links (23).

Ignoring Communication Timing and Context

Poor timing can undermine even well-crafted wellness messages. Communications that are sent during busy periods, outside of normal work hours, or without consideration for workplace rhythms are often ignored (24).

The Problem: Wellness emails that are sent on Monday mornings or during budget season compete with high-priority work demands. Employees may support wellness conceptually, but they may lack the bandwidth to engage when they feel overwhelmed.

The Solution: Research your organization’s natural rhythms and plan communications accordingly. Test different sending times and monitor engagement patterns to optimize timing (24).

Lacking Leadership Authenticity

Scripted leadership messages about wellness often feel forced and damage credibility. Employees can detect insincere communications that aren’t aligned with observed leadership behaviors (25).

The Problem: When leaders promote wellness programs that they don’t personally use or support through their actions, employees recognize the disconnect. This inconsistency undermines program credibility.

The Solution: Ensure leadership communications reflect genuine commitment backed by resource allocation and policy support. Encourage leaders to share authentic personal experiences rather than corporate talking points (25).

Neglecting Follow-Up and Sustained Engagement

Many wellness communications focus heavily on program launches but fail to maintain momentum through ongoing engagement. Initial excitement fades without continued support and communication (26).

The Problem: Research has shown that behavior change requires sustained reinforcement over months rather than weeks. Single-burst communications create temporary awareness spikes but don’t build lasting habits.

The Solution: Develop comprehensive communication calendars that extend well beyond launch periods. Plan follow-up messages, progress check-ins, and ongoing motivation throughout program lifecycles (26).

For a comprehensive approach to avoiding these mistakes, take a look at this complete wellness program implementation guide.

Building Communications That Transform Workplace Wellness

Effective internal communication planning transforms workplace wellness from corporate initiative to cultural norm. Success requires strategic channel selection, diverse audience consideration, and sustained leadership commitment.

The most impactful wellness communications focus on behavioral change rather than information sharing. They use behavioral science principles to motivate action, remove participation barriers, and sustain long-term engagement.

Start by assessing your current communication effectiveness through employee feedback and participation metrics. Identify gaps in reach, engagement, or follow-through that strategic planning can address.

Remember that communication planning is iterative. The most successful workplace wellness programs continuously refine their messaging based on employee responses and changing organizational needs. Build feedback loops into your strategy and remain flexible as you learn what resonates with your unique workforce.

Your investment in thoughtful wellness communication planning will pay dividends through increased employee engagement, improved health outcomes, and a stronger organizational culture around well-being.