Bridging the Mental Health Communication Gap: A Guide for Benefits Brokers

As the conversation surrounding mental health continues to evolve, one undeniable trend has emerged: many employees have access to mental health benefits but often fail to utilize them. The reasons for this underutilization are multifaceted, but a significant factor lies in the lack of effective communication about these resources. According to Kerry Brooks, assistant vice president of absence and disability management at Lincoln Financial Group, benefits brokers have a unique opportunity to fill this gap—not just by redesigning plans but by becoming the essential communication strategy that employers need.

Brooks emphasizes that the role of brokers is shifting from mere plan administrators to strategic advisors who engage directly with the workforce. This transition is particularly vital for smaller employers who may not have the internal resources or bandwidth to effectively communicate mental health benefits. By adopting a proactive approach and engaging with employees directly, brokers can enhance awareness and ultimately improve the utilization of these critical resources.

Understanding the Communication Gap

The issue of underutilization of mental health benefits in the workplace often stems from a lack of awareness and understanding among employees. Many employees are simply unaware of the benefits available to them, or they may not know how to access these resources. This communication gap is exacerbated by the operational priorities that often overshadow benefits messaging, especially after open enrollment periods.

For many HR departments, communication about mental health benefits is a secondary priority, falling behind other pressing operational concerns. This is particularly true for smaller businesses, where HR teams may be stretched thin. As a result, mental health communication often becomes ineffective, leading to low engagement rates and continued underutilization of available benefits.

Why Brokers Should Lead the Charge

With the structural limitations faced by many HR teams, brokers are uniquely positioned to step in and provide the necessary support. Brooks suggests that rather than merely providing templates or resources to employers, brokers can take a more hands-on approach by directly engaging with employees. This kind of initiative not only fills a critical gap but also allows brokers to establish themselves as trusted voices in the workforce.

For small businesses, where internal resources are limited, broker-led communication can prove to be a significant differentiator. By delivering personalized presentations on mental health navigation—such as how to effectively use an Employee Assistance Program (EAP) or understanding the overlap of various programs—brokers can empower employees with the knowledge they need to access these crucial benefits.

Creating a Scalable Communication Model

The communication model proposed by Brooks is both scalable and repeatable. Brokers can build a core employee presentation that addresses common mental health concerns and resources, allowing them to share consistent content across multiple small business clients. This approach not only streamlines the communication process but also ensures that employees receive relevant information tailored to their unique workforce.

Demographic Segmentation: Tailoring the Message

One of the most critical aspects of effective mental health communication is demographic segmentation. Brooks notes that the workforce is currently comprised of five different generations, each with distinct preferences for how they consume information. A one-size-fits-all approach to communication will likely fall short, leaving many employees disengaged.

• Gen Z and Millennials: As digital natives, these younger workers are more inclined to use digital behavioral health tools and telehealth platforms. They respond well to app-based nudges and email communications.
• Gen X and Baby Boomers: These older generations often prefer traditional formats such as printed materials, postcards, and in-person informational sessions.

By analyzing current benefits utilization data against the demographics of an employer's workforce, brokers can identify pockets of underutilization and tailor their communication strategies accordingly. This data-driven approach not only enhances the effectiveness of the messaging but also positions brokers as strategic partners in improving employee well-being.

The Role of Managers in Mental Health Support

Another essential component of Brooks' framework is the preparedness of managers to support their teams in mental health discussions. According to research, a significant percentage of young workers reported receiving inadequate support from their supervisors regarding mental health. Only 34% of employees aged 18 to 29 felt that they received strong supervisor support in this area.

This underscores the importance of training managers on the available mental health benefits and equipping them with practical language to foster open conversations. Managers can act as pivotal points of contact for employees, creating an environment where mental health is normalized and openly discussed.

Recognizing Behavioral Signals

Managers should be trained to recognize early behavioral signals that may indicate an employee is struggling. These signals can include changes in participation during video calls, withdrawal from team activities, or noticeable shifts in work output. By being attuned to these changes, managers can initiate timely and supportive conversations, guiding employees toward available resources such as EAPs or behavioral health services.

A Call to Action for Brokers

For benefits brokers looking to expand their service offerings, addressing the mental health awareness gap presents a significant opportunity. As organizations increasingly prioritize employee well-being—particularly in light of the challenges posed by the pandemic—brokers who understand the importance of tailored communication strategies will find themselves in high demand.

The Society for Human Resource Management (SHRM) has identified employee well-being programs, including behavioral health communication, as a top investment priority for U.S. employers heading into 2026. This trend underscores the need for brokers to leverage utilization data and develop targeted communication strategies that resonate with specific employee populations.

Key Takeaways

• Effective communication is crucial: Many employees remain unaware of mental health benefits due to poor communication strategies.
• Brokers can fill the gap: By engaging directly with employees, brokers can enhance awareness and utilization of mental health resources.
• Demographic segmentation is key: Tailoring communication to different generations improves engagement rates.
• Manager training is essential: Equipping managers with the tools and language to support mental health discussions can foster a more supportive work environment.

Frequently Asked Questions

What are the benefits of direct communication from brokers to employees?

Direct communication from brokers to employees can significantly enhance the awareness and understanding of available mental health resources. By taking this approach, brokers can build trust and rapport within the workforce, ensuring that employees feel comfortable seeking help when needed. This proactive strategy can lead to increased utilization of benefits and ultimately contribute to a healthier workplace culture.

How can brokers tailor their communication strategies effectively?

Brokers can tailor their communication strategies by analyzing workforce demographics and understanding the preferences of different generational groups. By leveraging data on current benefits utilization and employee feedback, brokers can create targeted campaigns that resonate with specific populations, ensuring that the messaging is relevant and impactful.

What role do managers play in mental health support?

Managers play a crucial role in creating a supportive environment for mental health discussions. By being trained to recognize behavioral signals and equipped with the language to guide conversations, managers can serve as vital points of contact for employees seeking support. Their involvement can help normalize discussions around mental health and foster a culture of psychological safety within the workplace.

Why is demographic segmentation important in mental health communication?

Demographic segmentation is important because different generations consume information differently. Tailoring communication based on age, preferences, and behaviors ensures that the message reaches its intended audience effectively. This approach increases engagement and utilization of mental health benefits, ultimately benefiting both employees and employers.