The proliferation of Employee Assistance Programs (EAPs) has created new opportunities for persons in the counseling profession to examine specific psychological, sociological, and environmental factors associated with employee occupational mental health, stress‐affected work performance, vocational adjustment, and job‐related social behavior. In this article, we discuss the contribution that Bayer and Gerstein's (1988a) Bystander‐Equity Model of Supervisory Helping Behavior can make to the pursuit of EAP research based on the traditions of the field of counseling. We also offer the field a structure for pursuing empirical and applied activities in EAP settings. Finally, we encourage counseling researchers and practitioners to respond to the challenge of working much more closely with EAPs, so that our profession can further establish its commitment to investigating various aspects of vocational behavior.