Case study: How WPS Health Solutions is engaging employees and helping execs shine during the pandemic

Employees want to hear from their leaders right now.

As Edelman puts it, CEOs must take on a new role during times of crisis: chief empathy officer. The duties of which may or may not entail offering pictures of home-baked macrons or sharing the results of a home-haircut gone wrong.

DeAnne Boegli, director of communications for Wisconsin-based health insurer WPS Health Solutions, has been working to keep the company’s 4,000+ employees informed and inspired during the pandemic. Her team has also been busy forging stronger connections between WPS’ leadership with staffers.

Bringing execs and employees closer together starts with securing a seat at the decision-makers’ table and being in on high-level discussions. “Be part of the conversation at the top,” Boegli says. “It is crucial communicators are on, or a lead member of, the crisis response team and working daily with executives to understand the needs of the business and the employees.”