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”

http://www.myotherdrive.com/file/PowerPoint%20Presentations/Section%205_Supporting%20Working%20Women.ppt