The majority of employers still offer blanket benefits to their employees rather than targeting their perks towards specific groups based on age, lifestyle and risk.
A UK survey of 500 HR decision makers, from Towergate Employee Benefits, found that just 24 percent of employers target their benefits support to specific groups of employees.
More than a third (35 percent) of employers said they offer the same benefits to all employees regardless of their seniority, and 36 percent reported offering the same benefits irrespective of gender.
Researchers said that while this may seem fair, offering the same support to all is not necessarily the best approach. Tailoring benefits to suit the demographic of the workforce is really important for meeting employees’ specific needs. The optimum level of benefits is also key to attracting and retaining the right people.
Researchers said that when an employee can see that the support offered is really relevant to them, they are more likely to notice it, engage with it, and use it. In turn this means employers get more value from the benefits they provide.
Age specific benefits are one example where tailored benefits can make a difference.
Employees are more likely to need certain support at particular life stages, which can include fertility, childcare, eldercare advice, and retirement planning. Researchers urged employers to ensure they are covering the needs of each generation.
They also said age is key to understanding risk factors associated with lifestyle when considering which benefits will be most relevant. For example, health risk assessments and education around BMI and blood pressure can help identify where more support could help. Check ups can flag issues of pre-diabetes and whether certain employees are more susceptible to heart disease.
By knowing and understanding the risk factors, employers can provide relevant support for these conditions as well as being able to encourage preventative action.
The researchers emphasised that benefits are “sophisticated enough” to focus on issues that are specific to the genders, such as male or female cancers, male and female infertility, and male and female mental health. Employers that look to provide benefits by gender are likely to ensure they are more aligned to need.
Debra Clark, head of wellbeing at Towergate Employee Benefits, said: “The health and wellbeing benefits available for the workplace are as diverse as the needs of each workforce. For employers to achieve the most from their spend, the more targeted the support, the better.
“Benefits that are targeted by demographic and by requirement will make the most significant difference to the wellbeing of the employees and of the company.”
