Why the right EAP strategy matters more than ever for global employers

Employee assistance programmes (EAPs) are a valuable workplace tool, supporting   the workforce through life’s challenges. For multinational companies, selecting the right service, whether that’s a global or a local solution, can supercharge this employee benefit.

The benefits of offering an EAP are well-established. Through these services, employees can access counselling and practical guidance on any of life’s issues, from childcare and debt to divorce and bereavement. 

Supporting employees in this way benefits employers too. The World Health Organisation estimates that 12 billion working days are lost every year due to depression and anxiety, equating to a cost of US$1 trillion in lost productivity ⁽¹⁾.   

Selecting the right service

A full review of an EAP’s structure and offerings is essential. Leo Savage, head of global wellbeing at Howden, says that while he looks at each element in detail, an EAP’s counselling service warrants the most intense scrutiny. 

“Counselling is the foundation of an EAP so, first and foremost, we want to see that the providers’ services are clear; can be provided at a suitable level locally; and that they have the right capabilities, and the right counsellors,” he says. “Once we’re satisfied with this, then we look at the additional features.”

Global EAP benefits 

Multinational organisations also need to decide which type of provider to select. With employees spread over several regions, they have a choice of going with one global provider or arranging support on a regional basis through local providers in each country.  

There are benefits to each approach. “Going global is easier in terms of process and consistency,” says Savage. “There are economies of scale from larger providers and favourable rates when you’re considering your whole population.”

He adds: “This isn’t the case where every office has a different arrangement. If you have 15 different countries, managing all those different providers can be cumbersome from an administrative perspective.”

Local EAP benefits 

Choosing a local solution, with services from a series of EAP providers, has its advantages too. Local services can be more aligned with the needs of employees in each country or region. 

Language can be a barrier on a global EAP, with some providers unable to offer counselling and support in every language. Going local gives the reassurance that employees will be able to talk to someone in that country’s language. 

Local solutions will also suit some organisations better. For instance, where the responsibility for managing employee benefits lies at a regional level, dealing with a provider that understands the local regulation and tax rules – and is available in the same time zone for any service queries – can be a major advantage.  

Deciding factors

Going global or local – or even implementing a combination of the two – may come down to what fits an organisation best but it’s important to weigh up the compliance implications of each option too. As an example, data protection and client confidentiality rules vary around the world and will need to be respected with whichever arrangement is selected. 

There may be other complexities to consider and failing to reflect cultural sensitivities can mean a service jars with employees and take-up never takes off. 

Another important factor is how well an EAP integrates with your organisation’s existing digital infrastructure. A global EAP provider may offer platform-based services with centralised dashboards, app-based access, or integration with HRIS systems. However, these global platforms can sometimes lack regional nuance, such as culturally relevant content or local language navigation. 

Communication considerations

How an organisation communicates and delivers EAP services to employees can also determine whether it’s more appropriate to go for a global or local solution. 
This is particularly the case where a multinational has different types of operations around the world. 

Savage explains: “If all your employees are desk-based, with regular access to their phones and the company intranet, you can easily drive communication and engagement through wellbeing apps and email campaigns. However, if you have a mix of employees with some having no access to their mobiles all day, you need a different, more local communication strategy.”

In situations like this, creative support from EAP providers and benefits consultants is key to driving engagement. “For one client, we created credit-card sized flyers, leaflets, booklets, hard copies, and posters,” Savage adds. “This combination of digital and physical communication methods was essential when it came to reaching employees in different countries and roles. As a result, we saw significant uptake in EAP usage across all locations.”