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Effective Outreach with Businesses. Sneak Preview – Section 4. Learning objective: Describe at least two motivators of employers and two barriers to implementing a worksite lactation program. Topics: How to present the business case to employers Handouts: Handout B – “Press Release” - PowerPoint PPT Presentation
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Effective Outreach with Businesses
Sneak Preview – Section 4
Learning objective: Describe at least two motivators of employers and two barriers to implementing a worksite lactation program.
Topics: How to present the business case to employers
Handouts: Handout B – “Press Release” Handout C – “Company Profile” Handout D – “Role Play Scenarios”
Resources from The Business Case for Breastfeeding: Folder #5: “Outreach Marketing Guide”
Video Exercise
Exchange Theory in Action
Motivators
Barriers
The Bottom Line: What Motivates Employers
For employers, the “right” thing to do is to maintain a healthy bottom line (ROI)
Investing in Proven Programs
Successful program models can help employers feel confident considering lactation support.
Options for finding similar companies: “Employer Snapshots” State breastfeeding coalitions (Washington,
Texas, Oregon, Rhode Island, San Diego, Vermont)
Working Mother magazine’s list of family-friendly businesses
Employer Recognition Programs
Reward Program Options: Establish general criteria and recognize ALL businesses that
meet the criteria. (Examples: Oregon, Texas, Mississippi) Establish a tiered level of support based on a
“good/better/best” model. (Example: Vermont) Recognize a single business each year that is the most
outstanding program (Examples: Washington, San Diego) Recognize businesses that not only support employees, but
also provide a supportive environment for consumers Options for nominations (by the business, consumers,
coalition, or other healthcare community groups) Options for making awards
The Power of Legislation
21 U.S. States plus the District of Columbia and Puerto Rico have
legislation related to working and breastfeeding
Year 1 Lessons Learned
Oregon legislation raised concerns about realistic compliance among public service and emergency workers
Oregon Breastfeeding Coalition took quick action to become part of the team addressing the concerns
Mississippi – child care legislation “Right to breastfeed” cards can backfire with
employers if presented
Barrier: Lack of Awareness and Demand
Employers are generally unaware of: Needs of lactation women Milk production as an ongoing process Health impact of breastfeeding How a lactation support can improve the ROI Dunn 2004)
Common myths Breastfeeding and formula are equal Breast milk is a potential contaminant Breastfeeding employees will be more fatigued Expressing milk at work interferes with productivity
Barrier:Breastfeeding is a Non-Issue
Lack of awareness of how many employees are breastfeeding (Bridges 1997) Limited requests (Dunn 2004) Breastfeeding women wean soon after returning to work
(Cardenas 2005) Few female employees Half of female employers breastfed (Libbus 2002)
Strategies for Improving Awareness and Uncovering
Demand Provide breastfeeding data Give data on benefits of supporting partners of
male employees (Cohen 95)
Gently correct myths Little time is needed to express human milk OSHA does not classify human milk as “occupational
exposure” Providing a supportive environment lowers stress and
could potentially lower the need for EAP benefits.
Provide information on how lactation support improves the ROI
Strategies for Improving Awareness and Uncovering
Demand
Give program examples from other companies Solicit comments from employees Offer training for managers
See Folder #3, “Tool Kit” CD-ROM forprogram examples and Folder #5,“Outreach Resources” CD-ROM for
PowerPoint presentation
The National Business Group on Health
Online materials complementing The Business Case for Breastfeeding
www.businessgrouphealth.org Model Benefit Plan – “Investing in Maternal and Child
Health” Resources for large companies Webinars
Barrier:Discussing “Intimate” Issues at
Work Breastfeeding viewed as personal and private by many
employers Discomfort thinking of employees as breastfeeding
women
Strategies for AddressingIntimate Issues
Identify breastfeeding mothers or other “champions”
Consider your language Avoid images that show exposed breasts Offer training
Barrier:Lack of Space
Space = $$ Space is limited in most companies Employers generally unaware of the small size (4’ x
5’) that is actually needed for a lactation room Employers may be concerned about compliance costs
and effort through Americans with Disabilities Act of 1992
Strategies to Address Space Needs
Reassure employers that lactation rooms can be simple and low cost and that compliance need not be difficult.
Give options for lactation rooms American Institute of Architect – best practices [www.aia.org] Approach the building manager of facilities that lease space Encourage employers to involve facility staff for future
renovations
Making it Work – Even in Difficult Settings
See “Employer Spotlights” in Folder #3,“Tool Kit” CD-ROM
Babies at Work
Not a new phenomenon Benefits to employer:
Improved loyalty and retention Reduced absenteeism Lower healthcare costs Enhanced teamwork
Resource: Parenting at Work Institute, www.babiesatwork.org
Presenting Babies at Work as a Viable Option
The need is temporary for the employee (most companies limit babies to under age 6 months-1 year)
Cost outlay is low Clear guidelines helps ensure success Group liability coverage available Mothers assume all liability of the infant
Barrier:Lack of Flexible Scheduling
Options Settings that require more rigid work hours
(ex: manufacturing plants, schools, hospitals, restaurants)
Regulated industries are bound by law to retain employees “on the floor”
Lack of awareness of the amount of time actually needed for expressing milk
Strategies to AddressScheduling Needs
Tell employers: Breaks are predictable; absences are NOT Milk expression can generally be handled
during lunch and regular breaks Breastfeeding is a temporary need; milk
expression needs diminish as baby grows
Regulated industries can follow a “stricter” scheduling
Barrier: Potential Resistance from
Other Employees
mployee benefit programs are often weighed on the basis of perceived fairness by workers (Cordella 2001)
Perceived unfairness affects employee trust in management and willingness to take on extra tasks (Seijts 2004)
Strategies to Gain Co-Worker Buy-In
Remind employers/co-workers that companies offer many programs for “narrow” groups because employees have different needs that require individualized programs
Promote the program as a company health benefit and family-friendly benefit that helps all employees
Include co-workers in initial planning Promote benefits of lactation support to all
workers Maintain ongoing communication Offer training for staff
Presenting the Business Case:Do Your Homework!
Handout D: Company Profile Gather company background information
Size of work force Employer demographics Existing benefits and work/life programs Revenue
Read company history, mission/vision Learn about other family-friendly benefits Identify key players Read news about the company Other partners who can help: Chamber of Commerce,
Bureau of Labor, Small Business Administration
Presenting the Business Case:Prepare Your Message
Use the information you learn to prepare messages
Frame messages in short “soundbites” List company accomplishments to affirm and tie
to lactation program Note similar companies providing lactation
support and bring information to share “Employer Snapshots” in Folder #3, “Tool Kit” Working Woman Magazine’s “100 Best Companies” Coalition Web sites with recognition awards
Presenting the Business Case:Outline a Contact Plan
Follow standard business protocol Conduct personal
visits Schedule visits in
advance with Keep visits short “Cut to the chase” Avoid mailings
Outreach PlanSend cover letter to HR
manager Follow up with phone call to schedule visit Keep visit short and focus
on bottom-line benefits Follow-up via phone or e-
mail to provide additional resources and assistance
Presenting the Business Case:Gather Materials
Resources from The Business Case for Breastfeeding
Community resources for employers Handout F – Community Resource Flyer to note
resources for: Helping a business establish a lactation program Teaching classes for pregnant and breastfeeding
employees and partners Direct lactation support to new mothers Quality breast pumps Employee resources
Presenting the Business Case:Who to Approach
Collaborate with state obesity task force and/or worksite wellness council
Human resource directors Wellness program/occupational health nurses Employee Assistance Program Facilities managers Breastfeeding employees START WITH WHO YOU KNOW! Cold calls are a *last* resort
Presenting the Business Case:What to Say
Handout E – “Outreach Meeting Guide” Introduce yourself and explain the purpose for your visit. Affirm what the business is doing WELL Present the business case by focusing on employer
priorities (lowering health care costs and improving employee retention)
Present The Business Case for Breastfeeding program Listen to the employer’s concerns and barriers Offer solutions and examples of other companies Describe assistance your group can provide Follow up with a thank-you
Case Example:Hawaii Breastfeeding Coalition
Year 1: Lessons LearnedGo to the Businesses
Chamber of Commerce meetings Rotary Club, other business service clubs Presentations at local SHRM chapter meetings Exhibits at SHRM annual meeting
Year 1: Lessons LearnedThink Outside the Box
Georgia Breastfeeding Coalition – Atlanta airport outreach
Central Louisiana Breastfeeding Coalition – collaboration with WIC for mini-grants to businesses
Other Project Promotion Ideas
Employee health fair exhibits Exhibits at business meetings Attend business conferences as an attendee
Using the Media
Birmingham, Alabama – opening of 1st lactation room at UAB
Hawaii morning news program (took advantage of pilot state status)
Georgia Breastfeeding Coalition – staged event to recognize businesses in the community
Connecticut Breastfeeding Coalition – articles published in business journals in the state
Use Active Listening Tools
Open-ended questions Affirmation Provide information that targets the employer’s
concerns Avoid the temptation to do all the talking Share strategies that other companies have tried
Recognize the Readiness to Change
Unaware of lactation support Resource: Folder #1, “The Business Case for
Breastfeeding”
Aware of lactation support and somewhat interested Resource: Folder #1, “The Business Case for
Breastfeeding” and Folder #2, “Easy Steps to Supporting Breastfeeding Employees”
Ready to implement support Resource: Folder #2, “Easy Steps to Supporting
Breastfeeding Employees” and Folder #3, “Tool Kit” CD-ROM
Presenting the Business CasePractice: Role Play
Handout G – “Role Play Scenarios”
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