Implementing a 360-degree approach to your disability benefits

Although often overlooked, the disabilities and special needs community has unique benefits needs that represent significant opportunities. Indeed, the size of the market alone is substantial: Approximately one in four U.S. adults, or about 61 million people, reports having a disability, while one in five adults are caregivers.

Yet, in order for organizations to be successful in tapping into this segment of the population, benefit managers, brokers and advisers must take part. They must not only appear to be inclusive, they must actually be inclusive. This requires taking a 360-degree approach to disability inclusion to examine how they position themselves externally and how they operate internally.

Read more: Education is a key component of disability insurance benefits

So, what must be done to tap into this community for whom benefits are so critical? Just declaring sensitivity to the needs of the disabilities and special needs community is far from enough. Transparency and authenticity are essential.

Look inside your current practices
Determine the effectiveness of current inclusion practices by leveraging the Disability Equality Index (DEI), a flagship benchmarking tool created by Disability:IN and the American Association of People with Disabilities. The DEI is a comprehensive assessment that helps companies develop a baseline for their inclusion efforts to date, benchmark against industry competitors and build a roadmap to achieve disability inclusion in business. It measures all aspects of disability inclusion in the workplace such as culture and leadership, accessibility, employment practices — including hiring, advancement, benefits and reasonable accommodations — community engagement and supplier diversity.

Read more: 5 steps to creating a disability inclusive workplace

The learnings from the DEI help businesses work towards creating the appropriate infrastructure for sustained success. This includes providing safe physical and digital access and practical accommodations to address special issues such as no or low vision and hearing and cognitive, mobility and dexterity impairments.

Implementing policies and programs that engender a sensitivity to and understanding of the challenges facing people with disabilities and special needs will help create differentiation amongst competitors, show that authenticity, and provide a solid foundation upon which to succeed.

Get involved with nonprofits in the community
To further underscore commitment to the disabilities and special needs community, seek out opportunities to align with third parties that support this market. Identify thought leaders and diversity champions who are knowledgeable about the positive impact disability inclusion efforts have on a brand, reputation and business performance. Publicly aligning with respected third- party organizations such as Special Olympics, National Down Syndrome Society (NDSS) and Disability:IN, among others, will result in a “halo effect” to create a positive influence on a brand.

Reach out to your external markets
Once authentic internal programs, product and/or service offerings, and third-party relationships that demonstrate a commitment to the needs of people with disabilities and their caregivers are established, a solid foundation is in place upon which to launch an externally facing marketing program.

Read more: Wellthy helps employee caregivers access COVID-19 vaccine

Before delving into what should be done to position workplaces as “disability friendly,” a quick overview of the general public’s perception regarding marketing will provide some context. Findings from a recent survey shared that the majority of Americans (87%) believe that diversity in advertising generates a positive reaction, while 82% suggest that diversity in marketing aligns with their personal values relating to diversity and inclusion.

However, the survey also suggests that individuals with disabilities and special needs are generally under-represented in advertising. In fact, feedback from respondents indicated that individuals with disabilities and special needs rank as the most under-represented group. Components of an effective marketing program will vary depending on where the audience is located, budgets and other factors. Advertising campaigns in traditional and online media, email outreach programs and, of course, web information should all reflect your commitment to and understanding of the special needs community.

Don’t just appear inclusive, be inclusive
The benefits to organizations with strong corporate cultures that reflect a genuine commitment to social responsibility and disability inclusion practices are significant. According to another finding in that recent survey, the majority of Americans believe that depicting diversity in advertising can improve consumers’ likelihood of doing business with a company they trust (78%) and with a company they believe understands their unique needs (79%). But, people don’t just read a book based on its cover.

While representing a family with special needs is a natural evolution of advertising and supports the community, it also must align to core values and actions. A strong, 360-degree approach with a disability inclusion program — one underpinned by authentic beliefs and actions — will enhance brand and reputation with current and prospective customers and employees who have like-minded values and needs.