How HR can help

People want to work for an organization that relates to them. The ideal company for many candidates aligns its benefits offerings with both the organization's mission and the priorities and goals of the individual. HR professionals must think about how changes such as flexibility will impact an organization's overall strategy for success. This means being adaptable enough to address any challenges or opportunities that may arise.

A good benefits package, along with personal alignment of goals, is one of the top reasons employees stay with a company, and it can also be a significant selling point in attracting new talent. Employers who can provide this successfully will be the ultimate winners in the war for talent.

1. Ensuring benefits address 5 key levers of wellbeing

An expanded definition of wellness has been interpreted to mean the whole person and their total well-being. This challenges employers to look beyond simply financial and physical well-being to find creative ways to understand an employee's personal priorities and struggles. Employers should take a more holistic approach to employee well-being by providing resources to support mental, physical, financial, social and professional health.

Using specialty accounts, employers can show how much they care about their employees by creating a tailored benefits program that aligns with employees' needs. These impactful plans allow employers to create every aspect of the program, including funding, use and eligibility requirements.

2. Generational preferences can influence what is valued

The way benefits are structured and communicated to employees has a significant impact on how they value and utilize them. Benefits should not be seen as a one-size-fits-all solution but rather as a personalized package that meets the needs of each individual employee.

Traditional benefits like time off and health care insurance are a given for most employees. But, how businesses prioritize additional, non-traditional benefits can vary based on the demographics of the workforce think about employees' life stage or generation when deciding what's important to offer them. If you are uncertain what benefits your employees will value, don't be afraid to ask them.

3. Enhance benefits and improve awareness

Flexibility is key to success. Adjusting and staying up-to-date with new trends and opportunities helps you retain your current workforce. Offering updated benefits packages and competitive salaries sets the tone for attracting and retaining talent.

Once new employees are hired, it's vital to have a meeting to explain the company's benefits and help them sign up. In addition to communication with new employees, track awareness and utilization amongst all current employees. If benefits awareness is low, educate employees and share campaigns. If benefits utilization is low despite high awareness, check the benefit's utility and ease of use. Employers can also work with their third-party administrator (TPA) to provide pulse checks throughout the year on a variety of benefits topics. This will help employees get the most out of their benefits and helps employers understand what employees value.

4. Consider adding something special

Companies have found success in offering unique benefits not typically found in other workplaces. Look for opportunities to appeal to personal needs or passions. Creative benefits can include everything from providing employees with Audible or Spotify memberships to having a "bring your pet to work" day. With more employees working remotely than ever before, employers should also consider providing benefits to employees working from home, too, like covering the cost of setting up employees' home offices.

In order to best support employee well-being, start by amplifying the resources that already exist within your organization. Next, encourage employees to take ownership of how they leverage those tools and finally be proactive in providing appropriate resources so everyone has what they need now and going forward!

Becky Seefeldt is vice president of strategy at Benefit Resource LLC (BRI), a leading provider of dedicated pre-tax account administration and COBRA services nationwide.