what's working: a colorful EAP rebrand.

Position::Employee assistance program

You'd be hard-pressed to hear anyone at T-Mobile using the acronym EAP. But the company's LiveMagenta program is essentially just that, an employee assistance program--minus the stigma and with an approach that fits into T-Mobile's unconventional attitude.

Bellevue, Washington-based T-Mobile US, Inc., which is the third-largest nationwide wireless communications company, launched the LiveMagenta program in early 2017. Calling itself "America's Un-carrier," T-Mobile is seeking to redefine the way consumers and businesses buy wireless services through leading product and service innovation.

"Being the Un-carrier means being customer-obsessed by always putting them first and providing them with the service, benefits and features that they don't just tolerate, but love. Our opportunity in the human resources (HR) and benefits arena specifically was to take the Un-carrier approach and apply it to our own employees," said Tina Marshall, senior director of total rewards for T-Mobile.

Making Content Mobile, Accessible

T-Mobile employs about 54,000 people, with an average age of 32. Many employees get their start when they're in college and work at retail stores and call centers. "Lengthy articles, memos, e-mails and brochures are ignored by our employees. Our team gravitates toward short, You-Tube-type videos that contain quick information they can get at their fingertips. It's got to be brief, they've got to be able to click it and, of course, it has to be mobile," she said.

The LiveMagenta program got its start with an effort to launch a wellness initiative, "but we knew that we wanted to do it differently," Marshall said. "We knew that our employees didn't want to fill out a lengthy health risk questionnaire. And there is no way they'd do biometric screenings."

They started with a simple objective: "Connect employees in a really simple and efficient way to the expert resources available to help them be their best selves and rock it every day," she said.

Program content needed to be mobile-first and continuously refreshed. "If the program website says the same thing all the time, then there's no motivation to draw you back in, and you may not have repeat visitors," she explained. "We needed to make sure it had fresh content and ongoing dialogue and that we're evolving the program as we see the utilization results."

"In the discussion of the program, we didn't discuss carrots and sticks, reducing health care premiums, incentives or a return on...

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