Aligning Values & benefits for a purpose-driven workforce

The days of attracting talent with flashy ping-pong tables and free beer Fridays are fading. With over 153 million Americans relying on employer sponsored insurance, today’s workforce, particularly younger generations, prioritize authenticity and purpose. They seek not just a paycheck, but a workplace that aligns with their personal values and offers benefits that cater to their evolving needs, extending beyond the traditional scope of basic health care.

Companies are starting to recognize this crucial shift. While some have stepped up to offer more unique health care plans and trendy office amenities, employers are realizing that these ‘perks’  are no longer enough. To attract and retain top talent, companies need to move beyond simply offering benefits – they need to ensure those benefits reflect and reinforce their core values and the needs of their employees.

If empathy forms the cornerstone of your company culture, your benefits should demonstrate genuine care for employee wellbeing, and if you position yourself as an industry leader in a specific area, such as social responsibility, your benefits package should align with that mission. If you stand for abortion rights, abortion benefits such as PTO following an abortion and paid travel to the appointment should the employee live in a state where the procedure/medication has become illegal should be the norm.

A company championing diversity and inclusion should offer benefits that support employees from all backgrounds, including robust parental leave policies, support for mental health needs, and resources for employees navigating societal inequalities. Similarly, companies committed to environmental sustainability should consider benefits such as subsidies for public transportation, incentives for reducing personal carbon footprints, and opportunities to volunteer for environmental causes. 

When companies practice what they preach, it fosters a sense of purpose and belonging among employees. Offering benefits deeply aligned with company values isn’t just a recruitment strategy – it cultivates a culture where employees feel their contributions are connected to a larger, more meaningful goal. According to the NFP 2024 Benefits Trend Report, only 29% of employees believe that their benefit offering somewhat meets their needs – a staggering stat that proves employees are now seeking benefits that extend beyond the traditional packages.

Related: Employees want financial wellness, but what are they really asking for?

There are companies that go beyond offering standard support, serving as compelling examples of walking the walk. These companies not only offer benefits that align with their messaging and mission, but also abide by core values that align with that same mission -  such as a sexual and reproductive health company with values such as stay curious, lead with empathy, and own it. This alignment of values and benefits not only strengthens company culture, but also positions the organization as a socially responsible and impactful leader in its sector. 

In today’s competitive landscape, where purpose-driven job seekers hold increasingly more influence, this approach can be a powerful differentiator. By prioritizing authentic values and aligning them with their benefits structure, employers have the power to create a workplace that truly resonates with today’s purpose-driven workforce. This shift transcends mere recruitment strategies, it is building a foundation for future socially responsible and impactful organizations. Let this serve as a call to action for companies across all sectors to re-evaluate their approach to employee benefits, ensuring they reflect not just their desire to attract top talent, but their genuine commitment to their stated purpose, intention and overall objectives.

Monica Cepak, Wisp CEO