What’s the role of employers in communicating about COVID-19 vaccines and helping overcome vaccine hesitancy?
That’s why the second part of our event focused on employer communications about COVID-19 vaccines focused on the messages that are most likely to help people make the right decision about vaccination.
This is especially timely given mounting concerns about data that suggest a portion of the adult population is uninterested or uncertain about getting the shot. If this holds, it could take longer than expected for the country to reach the threshold that makes it easier to control the spread of the novel coronavirus.
The Rockefeller Foundation has been studying public attitudes about the pandemic since early 2020. Eileen O’Connor says there are a number of lessons they’ve learned from their work on messaging about COVID-19 tests and contact tracing that apply to COVID-19 vaccines. Her research suggests the most effective vaccination messages use these frames:
- Do Your Part: Show local leaders and neighbors being vaccinated to build social proof
- Do it For Them: Vaccination isn’t just for you – it’s to make the community safe for the people you care about
- Before It’s Too Late: We’re in a race against the new variants – and time matters
What Messages Work for Employers?
New research from Civis in collaboration with the U.S. Chamber of Commerce Foundation illustrates the importance of thoughtful employer-employee communications about the benefits of COVID-19 vaccination.
More than a quarter of respondents (26%-32%) in the Civis study said they would not get the vaccine, with another 16%-17% saying they’re unsure about the shot. That’s in line with other recent research.
The United States is rationing vaccine doses right now. But employers can increase the likelihood that individuals will get vaccinated when their time comes by taking a research-driven approach to communications about the approved COVID-19 vaccines.
The biggest takeaway: When presented with messaging that emphasized company leadership was getting vaccinated in solidarity with the rest of the organization, survey respondents were most likely to say that it increased their interest in receiving the COVID-19 vaccine.
This messaging was the most persuasive for just about every demographic group.
Of particular interest to employers is the fact that messages work differently for different groups, making it important to consider workforce composition as they educate people about the COVID-19 vaccines. For example, the Civis data suggest messages that lead with accommodations or incentives for vaccinations are more likely to backfire with Black and Hispanic employees.
The final takeaway for us is the paradox of leading with messages that emphasize the safety of the vaccines. We know from other research that concerns about side effects are a major contributor to vaccine hesitancy, yet the Civis data suggest that starting with arguments about the economic benefits of vaccination or the safety of the vaccines could make people less likely to accept the COVID-19 vaccine when it’s offered to them.
One of the things we learned from this event is the importance of trusted ambassadors.
To answer more of your questions, please visit the U.S. Chamber’s Digital Resources Center for Vaccines.