Whirlpool: Communication and Employee Wellness Program

Part 1: A Communications Strategy Memo

WHIRLPOOL CORPORATION COMMUNICATIONS STRATEGY MEMO
DATE: 02.01.12
TO: MS. Dana Donnley, Director of Employee Communication
FROM: MS. Kevina Kenny, Employee Communications Manager
SUBJECT: Whirlpool Corporation Employee Wellness Program

Purpose
This document proposes a communication strategy for the Employee Wellness Program at Whirlpool Corporation. It analyses the status of the Employee Wellness Program identifying the relevant background details and critical factors. To increase the participation in the program, it outlines the options for action and makes specific recommendations for employee communication.

Main Idea
1. Analysis of the business problem shows that too few employees currently participate in the Employee Wellness Program.
2. The background data suggests that the employee’s well-being, satisfaction and productivity increases by participation in the program. Despite the company assuming the costs the participation is low.
3. The critical issue is employee concerns about confidentiality and frequently they have concerns regarding the use of the data.
4. The audience can be segmented and corresponding communication measures taken as follows:
a. Those employee who already participate without confidentiality issues should continue to participate
b. Those employees not participating should start to participate
c. Spouses not participating should start to participate
d. So far the program targets employees at HQ. As a next phase, the program could be extended to employees outside of HQ.
5. To manage complexity, I assume the same means of communication for all segments identified above.
6. I consider the following methods of communication:
a. Each manager is tasked with communicating and convincing his / her employees to participate in the program
b. An email is sent to all employees from the Director of Employee communication convincing employees to participate in the program
c. A letter is sent to all employees from the Director of Employee Communications convincing employees to participate in the program

Opinion & Recommendation
Out of the three methods of communication options I evaluated, I recommend (c) above. This is the most suitable method of communication considering the sensitivity of this personal matter and the confidentiality concerns raised by the employees. Specific recommendations are as follows
- A written letter is preferred to verbal communication since the employee would prefer that the manager is not involved due to confidentiality
- Management must agree to free employees to attend their mini-examination
- To ensure increased confidentiality I propose that we offer the option for those employees participating to use external doctors rather than the company doctor. Whirlpool should cover the costs to a limit which is openly communicated. This clearly communicates the value to employees and their spouses
- Considering the benefit to the company in terms of employee productivity and well being the CEO should become the ambassador of the program, highlighting the importance of the program to the company. He / she should give a written statement reinforcing that examination results are treated confidential. This serves to reassure employees and gives the program increased credibility
- Next step in the communication strategy should be to extend the program to employees at other sites apart from HQ. This could be a phased roll out. Part 2: A Professional Business Letter – DRAFT PROPOSAL

02.01.12
Ms. Whirlpool Employee
123 Whirlpool Street
Whirlpool City 12345

Dear Colleague,

We would like to take this opportunity to wish you a happy birthday!

Thank you for your contribution in the past year and we encourage you to start or continue participating in our Employee Wellness Program. Our existing program has proven to be very popular among the majority of you. We see clear reasons for you to participate in the program; external studies have shown that employees in such programs are happier, healthier and more productive.

The benefits to you are:
- Free annual health check to the value of 500$
- Free choice of doctor
- Free spouse participation
- Free leisure time, the health check is during work hours!
- …and its 100% confidential

It’s easy! Please contact our company doctor at [e-mail] or [phone] for next steps!

Sincerely,

Ms. D. Donnley
Director of Employee Communication