GOAL
To educate employees and workers about the importance, efficacy and safety of COVID-19 vaccines and to encourage vaccination, in an effort to increase vaccination rates.
POSSIBLE AUDIENCES
Here you want to think about everyone you are trying to reach within the organization and their varying levels of education and understanding about COVID-19 and vaccines. You also want to think about “how” they get their information. For example, if you have sales associates, factory workers or delivery drivers, they might not have regular access to email. Your organization might include, for example:
- Senior Leadership
- Managers
- IT
- Sales Team
- Sales Associates
- Delivery Drivers
- Part time/seasonal workers
- Contract workers
At the same time, you also want to think about different groups who may be more hesitant about vaccines for historical or cultural reasons.
MESSAGES
Thinking about the categories of employees and workers you have identified above, consider how you might tailor messages so that they resonate with the various groups within your workforce.
TACTICS
Think about the universe of tools and strategies you have to reach all employees and workers. Then, consider which tactics lend themselves to educating about vaccines and which could be used for encouraging vaccination. It’s important that you use a combination of strategies to educate and encourage. This might include:
Educational Tactics
Encouragement Tactics
- Employee Town Halls and “Ask Me Anything” (AMA) sessions with organizational leaders can be used to both share information and offer encouragement. (See our Tip Sheet for Finding and Preparing COVID-19 Expert Speakers.)
- Blog Posts and Newsletters can both share information and offer encouragement, especially when sharing personal testimonials from vaccinated employees and workers (See our Communications Guidance and Key Messages for Employees.)
- Word of Mouth, potentially formalized as an “Ambassadors” Program. “Recruiting” vaccinated employees and workers to share their positive experience can be a powerful influence.
- Workplace Flyers and Posters (Download from CDC, or borrow ideas for messages, images and taglines from the Ad Council COVID-19 Vaccine Education Initiative Playbook.)
- Virtual events or other employee video communications. (Download video PSAs from CDC and Ad Council.)
- In-store radio announcements. (Download radio PSAs from CDC and Ad Council.)
As you think through the possible tactics, or ways you can reach employees, make sure you have a way to reach all the categories of employees you have identified above.
Be sure to build in a mechanism for questions, and be open to hearing and addressing concerns. Keep your ear to the ground (or your internal Slack and other communication channels), too, to understand the conversation happening among employees and the kinds of information they are seeking. This will help you ensure that your messages and information are meeting people’s needs and resonate with how your employees are feeling about vaccination. It also helps you hear and correct any misinformation quickly.
Sample Month-by-Month Plan
Tactic/audience (examples)
- All staff email sent from the CEO sharing one-pager and FAQs
- Listening sessions with Employee Resource Group leaders to better understand unique needs and concerns
- Distribute conversation guide for managers with a directive to use in upcoming staff meeting
- Share COVID-Vaccine FAQ on the intranet and via email
- Social media posts
- [When ready] Announcement of company policy on vaccinations
Responsible party/parties
Tactic/audience (examples)
- Newsletter story about the importance of vaccines, with voices from across the organization/community
- Blog post about the importance of vaccines; guest post from a vaccinated employee sharing their positive experience
- Virtual Town Hall for employees and workers, featuring an expert speaker
- Encourage ERG leaders to participate in Health Action Alliance’s ERG Vaccine Education & Training Program
- Social media posts
Responsible party/parties
Tactic/audience (examples)
- Reminder all staff email from the CEO again encouraging vaccination
- ERG Education & Listening Sessions with members
- Text message reminder or home postcard mailer
- Newsletter story about the importance of vaccines, with voices from across the organization/community
- Blog post about the importance of vaccines
- Social media posts
- Launch “Ambassadors Program” encouraging vaccinated employees to share their experience on social media and via word of mouth
Responsible party/parties
Tactic/audience (examples)
- CEO email to staff detailing progress of vaccinations and news about return to work policies and timeline
- ERG Education & Listening Sessions with members
- Employee Town Hall
- Updated FAQ shared in an all staff email
- Newsletter story about the importance of vaccines
- Social media posts
Responsible party/parties
Tactic/audience (examples)
- All staff email sent from the CEO encouraging vaccination
- ERG Education & Listening Sessions with members
- Conversation guide for managers with a directive to use in upcoming staff meeting
- Social media posts
Responsible party/parties