Improving male engagement with wellbeing support and initiatives

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I’ve come across lots of challenges that businesses face in boosting engagement with their wellbeing initiatives or encouraging employees to utilise the support that’s available to them.

There are a number of specific groups that HR teams have a particularly hard time reaching. One group I hear about regularly is men. Getting men to engage with wellbeing support and initiatives is not always easy. The statistics here are stark; just 36% of all people reaching out for mental health support in the UK are men, yet men are 3 times more likely to take their own life than women.

So, despite the universal need for wellbeing, why is it that most providers see much lower participation amongst male users and what can be done to encourage men to reach out for the help they need?

Positive male role models

Some of the companies we work with, that are doing a good job in engaging men, have initiated conversations around mental health and wellbeing through workshops and seminars led by male leaders who share their own experiences. This strategy has not only destigmatised seeking help but also illustrated the relevance of wellbeing initiatives to everyone, regardless of gender. Often people need to see others that they can identify with to empower them to find help for themselves. This is also a great strategy generally to promote initiatives across the company, as when the senior leaders speak, people generally listen.

Branding and messaging

Another strategy to boost male engagement is to think about branding and messaging. We’ve learned that the way we communicate about our wellbeing initiatives can significantly impact engagement, so finding a message to promote a wellbeing initiative or partnership that speaks to men is key to capturing their attention. This may seem like an approach that simply follows stereotypes but you’ll see in all advertising campaigns designed to target a male audience a significant difference in approach to those targeting women. In the world of advertising, it’s suggested that men prefer video content over text, straight-forward messaging, and making a product feel like a ‘must-have’ sees more success with a male audience. It means that promoting wellbeing initiatives with these tested strategies in mind will see more success.

Terminology can also play a key role. While we shouldn’t follow gender stereotypes as a guide, advertising research suggests that men are far more likely to find importance in these stereotypes, which could be one of the key reasons men are less likely to access mental health support. Some companies have tweaked common terminology like mental health support to ‘mental fitness’, as a way to appeal to men. We’ve run talks ourselves using this phrasing, which were successful in getting more male engagement. In addition, using language that resonates with men, focusing on strength, resilience, and performance, can lead to a higher uptake. With the lens of making a wellbeing initiative feel like a must-have highlighting the practical benefits can also be successful, such as improved productivity, better stress management, and enhanced physical health, making the value proposition clearer to a male audience.

Leveraging technology and gamification

Incorporating technology and gamification into wellbeing initiatives can also increase male engagement. This is not to say that women don’t also find this approach appealing, but by creating challenges, leaderboards, and rewards, we can tap into a competitive spirit that, according to numerous studies, seems to motivate men and increase their participation in wellbeing initiatives. This approach not only makes initiatives or support more engaging but also helps track progress, providing a tangible sense of achievement that actually appeals to all employees.

Offering anonymity and flexibility

Privacy is important, as well as allowing people to explore and participate in initiatives without having to do it publicly. Taking confidentiality seriously can be particularly effective in encouraging men to take the first step into tackling their wellbeing challenges without fear of judgment. Additionally, as a way of appealing to everyone, ensuring that any support or initiatives are accessible outside of work hours, or provided externally to the organisation, can make the difference to whether men take them up. Like most organisations in our space, our platform offers analytics and usage reports to HR, but never discloses who uses our services, or what they’ve used, to ensure users are confident in the confidentiality of our services.

Focusing on holistic wellbeing

Expand your offering to appeal to groups that both do and don’t always engage with support to see change. For instance, our platform emphasises holistic wellbeing, addressing mental, emotional, and even financial health. We’ve found that diversifying our offerings to include a range of topics, from relationships and nutrition to stress management and financial planning, attracts a wider male audience. It’s about providing a one-stop-shop for all aspects of wellbeing, demonstrating that there’s something for everyone within wellbeing support, including men.

Building a community

Perhaps one of the most effective strategies in enhancing male engagement can be to foster a sense of community. Through setting up discussion forums for people to come together and talk about their issues, people – and particularly men – feel more comfortable to talk and share with others who they build a camaraderie with over time. The success of these strategies can be seen in organisations like Andy’s Man Club, where the community aspect not only encourages regular engagement, but also allows users to see the real-world impact of support on people like themselves. We’ve set some of these up recently, with regular monthly meet up groups for unpaid carers and neurodivergent employees, which has attracted male users, who have connected with other likeminded people that share similar challenges.

Continuous improvement

Lastly, engaging men, and any other specific group that can be difficult to reach, in wellbeing initiatives is an ongoing process that requires adaptation and improvement. We regularly ask for feedback from our users to understand their needs, preferences, and challenges. In addition, it’s worth reviewing previous initiatives to evaluate what has worked and what hasn’t. This improvement and feedback loop can be instrumental in evolving your support to ensure any future campaigns improve on the last one, and hopefully encourage higher male engagement.

Written by Karen Taylor, Founding Director at Wellness Cloud