An Invitation to Wellness at Whirlpool Corporation
"We know there is a direct correlation between employee wellness and the use of insurance benefit dollars
Employees who are well spend less of the company's money. They feel better. They're more productive. And, of, course, they lend healthier, happier lives"
Dana Dooley is Director of Employee Communication for Whirlpool Corporation, a $12.1 billion appliance manufacturer and marketer wit assets placing it 143rd on Fortune magazine's list of 500 largest business organizations. With corporate headquarters in Benton Harbor, Michigan, Whirlpool has more than than 39,000 employees in the USA and 30 foreign nations.
"During the month of his birthday," Dooley said, "we offer each employee in the headquarters a free mini- physical. Our company health nurse sends a letter to each employee sometimes toward the end of the month before their birthday, inviting that person to participate." Is this letter persuasive or directive in tone?" "Oh, it's persuasive," Dooley replied. "The program is entirely voluntary. We pick up the cost and certainly encourage each employee to participate, but we can't make them do it. We've got to persuade them that it's in their best interest to have a physical at least once a year."
"The biggest objection," said Dooley, "usually revolves around confidentially. People are concerned about that and sometimes have questions regarding how the information will be used. We do our best in that letter, and in personal conversations, to convince them that the results of the physical are entirely confidential. The company doctor will see the results and then mail them to the employee. We don't keep any records - employee gets the original and no copies are made."
What's involved in the physical? "Well, it's fairly comprehensive. "The nurse records each employee's height, weight, blood pressure, and vital signs. A routine exam is preformed, testing various functions and reflexes, providing each employees with a relatively complete work- up."
What's the doctor looking for? "This is a screening program designed to let our employees know the general condition of their health. A number of different illnesses and diseases can develop without any onward symptoms. And, of course, if he catches something early- before it has a chance to progress very far- it all to the employee's benefits. In such cases," "we'll recommend that the employee contact his or her family physician and seek appropriate treatment."
Does Whirlpool have trouble getting people to participate? "Not really," said Donnley. "Most people are early to be involved. That hasn't always been the case, though, and it taken concerted effort on our part to persuade them that this wellness program benefits them at least as much as its benefits the company. This year, in fact, we've opened the program to spouses of our employees, as well." The task of convincing a husband or wife to participate, according to Donnley, is really a two-step process. "First, we've got to sell each employee on the idea. Then, they've got to home and convince their wife or husband to get involved."
Is that important to Whirlpool? "Listen," she replied, "an employee with a healthy spouse is more likely to have healthy diet and exercise habits. They're certainly more conscious of what's involved in a personal wellness program. And that, "she added, "is good for all of us."
Assignment:
Submit a memo and letter as a single document, with one document on each page.
Memo: To Dana Donnley, Director of Employee Communication, to persuade her to follow your communication strategy regarding persuading employees to participate in the wellness program. This strategy will include sending a letter to employees that you crafted (the attached letter).
Letter: To Whirlpool employees, to inform them about the wellness programs and the opportunities it affords, and to persuade them and their families to participate. Keep in mind that participation is voluntary.
Your role: Employee Communication Manager, reporting to Ms. Donnley
Hints: Keep each document to one page. If it is longer than a page, you are saying too much.
Formatting of the employee letter (whitespace, paragraphing, font, headings) is crucial - make the document as readable as possible.