Many American employers seek to alleviate employee mental health symptoms through resources like employee assistance programs (EAPs), yet these programs are often underutilized. This pilot study explores the design of a behavioral science-based email campaign targeting engagement with stress management and mental health resources via an EAP, among employees of a large home builder in the Southeastern US.
Behavioral designers created a behavioral science intervention using a multi-step design approach and evidence based behavioral strategies. For this pilot intervention, employees received either a treatment message [i.e., behavioral science message assembled and delivered via the behavioral reinforcement learning (BRL) agent] or a control message (i.e., a single generic, supportive message with a stock photo) with a call to action to utilize their EAP.
A total of 773 employees received emails over the course of 1 year. Engagement was high, with an 80% email open rate. Over 170 employees (22%, 159 treatment and 14 control) clicked the CTA and logged into the EAP site at least once.
This pilot study suggests that using behavioral science and artificial intelligence can improve employee usage of EAP, specifically with the intention of exploring mental health and stress management resources, compared to benchmark rates of 5% per year.