How Companies Are Protecting The Mental And Emotional Wellbeing Of Their Employees, A Real Priority Among Gen Z

As We Kickoff Mental Health Awareness Month, I Take A Look At The Generational Shift Towards Prioritizing Mental And Emotional Health In The Workplace And Highlight A Few Companies – Rokt, Patagonia, Netflix And Ben & Jerry’s – Who Have Put Unique Promises Into Practice.

Despite mass layoffs, postponed start dates and a general “go slow” approach to hiring graduating seniors, Gen Z job seekers are not backing down. They prioritize their mental and emotional health, and they want their future employers to do the same.

A recent survey revealed that 92% of college seniors feel that employers should offer mental and emotional health benefits, and more than a third are prioritizing those companies during their job search.

And with Gen Z estimated to comprise 27% of the workforce by 2025, executives looking to attract top talent can benefit by taking a fresh look at both the mental health benefits they offer and their commitment to making sure employees use them.

Is Wellwashing the New Greenwashing?

Much like greenwashing is a problem among companies trying to gain favor for their eco-friendly promises without actually changing their environmental behaviors, so too is wellwashing. Employees who prioritize mental health can sniff out companies who simply talk the talk but don’t make any organizational change to support the initiatives.

At a forum held last year by student career community Handshake, student panelists emphasized one key thing they look out for in a prospective employer is a disconnect between what an organization publicly espouses about mental health versus what resources they actually provide and what wellness practices they authentically promote for their teams. Companies who can prove an authentic commitment to protecting the mental and emotional wellness of their employees are rewarded.

Who is Walking the Walk?

Companies are getting the message. A recent report from the Society of Human Resource Management (SHRM) reveals that nearly 78 percent of organizations currently offer or plan to offer mental health resources in the next year.

“It’s a win-win situation—businesses can benefit by recruiting and retaining top talent, and workers benefit by having access to resources that will improve their lives,” shared Rocki Basel, SHRM’s lead researcher.

And while a recent study reveals there may be a slight disconnect between what most employers offer (free in-person and virtual counseling sessions) and what employees actually want (mental health days and subscriptions to meditation apps), at least mental health benefits at work are increasingly becoming part of the conversation – and in some very unique ways.

Rokt – Offers Employees a Personal Self-Improvement Concierge

The ecomm technology leader has upped the mental wellness bar. Simply offering each of its more than 500 global employees an annual $5,000 credit toward personal and career improvement (the company’s Level Up program) just wasn’t enough, as the majority of employees simply weren’t using the benefit.

So, company executives went one step further. “We hired Maillard Howell, our full-time Level Up Concierge, to help our employees figure out what inspires them,” said Elizabeth Buchanan. The company’s Chief Commercial Officer says the Concierge not only helps employees identify the best self-improvement opportunities but matches employees with programs to ensure that the highest percentage of employees actually activate the benefit. According to Howell, “Our Level Up program creates better humans who are developing themselves and that brings greater diversity of thinking back to the programs at Rokt.”

Patagonia – Encourages Employees to “Hang 10” at Noon

It’s not surprising that outdoor clothing manufacturer Patagonia – the company widely known for prioritizing employee wellbeing and sustainability over profits – encourages its employees to stay physically and mentally well. In addition to allowing employees to access bikes, volleyball courts and onsite yoga, the company encourages its employees to catch a wave or two in the middle of the workday by posting daily surf reports and making companywide announcements on good surf days. Not surprising from a company whose founder titled his memoir, Let My People Go Surfing.

Netflix – Takes the 9-to-5 Out of the Workday

The media giant takes its employees’ mental wellbeing seriously. The company says it supports the needs of its employees during “moments that matter” by offering “benefits that enhance productivity.” What does that mean? Well, for one thing it means no real work hours. “We don’t have a prescribed 9-to-5 workday,” the company explains when describing its work/life philosophy. “So we don’t have prescribed time off policies for salaried employees, either. We don’t set a holiday and vacation schedule, so you can observe what’s important to you—including when your mind and body need a break. We believe in working smarter, not harder.” A great philosophy for night owls or for employees who simply need flexibility in their lives.

Ben & Jerry’s – Gives Employees a Sweet Incentive

You may disagree that this falls under “wellness”, but I challenge you to find a better endorphin releaser. The progressive ice cream brand rewards its employees with three pints of free ice cream every day. At an average of almost 1,300 calories per pint, one can only assume the frozen freebies are used by employees as delicious gifts and to share with friends – a natural mood enhancer for sure.

More and more, employees are viewing mental health benefits the same, and as important, as physical health benefits. And according to Luke Hejl, the CEO of virtual health and well-being solution TimelyCare, so should employers. “Employers should view the Gen Z passion for self-care and their insistence for mental and emotional health support in the workplace as a unique strength that has the potential to change American work culture for the better.”