How do your clients perceive their employees? As assets or expenses? The answer to this question — perhaps even more than the number of people on the payroll — provides significant clues about actions required to prepare for your future in the employee benefits business.

This concept was introduced to me during a business discussion several months ago. It caught my attention, and I've spent a lot of time thinking about it. I've come to the conclusion that this dynamic will become one of the defining aspects of our industry, and it will bifurcate the marketplace into two very different camps.

From my perspective, some companies place tremendous value on recruiting and retaining top talent. Those that view employees as assets tend to be more white-collar businesses and pay higher wages. The people they hire are part of their competitive strategy; quality human and intellectual capital is essential to their success. These employers typically provide health benefits and may offer ancillary benefits. This is more a function of industry than group size, which is important as PPACA rolls out.