Under a quarter of UK employers are tailoring workplace benefits to match the demographic and lifestyle needs of their workforce, according to new research.
Data from independent employee benefits advisers Towergate Employee Benefits revealed that only 24 percent of employers currently target their benefits support based on employee requirements.
While a one-size-fits-all approach to benefits may appear equitable, experts argue it may not deliver the best results in terms of employee engagement or wellbeing. Employers who do personalise their benefits tend to consider factors such as age, lifestyle and potential health risks. These may include conditions like diabetes or cardiovascular disease.
Debra Clark, head of wellbeing at Towergate Employee Benefits, stated, “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.”
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Standardised benefits miss key employee needs
The research also found that 35 percent of employers offer the same benefits to all staff regardless of seniority, while 36 percent do so irrespective of gender. Although this standardisation may be intended to promote fairness, it can fail to address the differing priorities of specific employee groups.
When benefits are tailored to the individual circumstances of employees, they are more likely to be noticed and utilised. This increases the perceived value and can contribute to better outcomes for both the employee and the employer.
Age is a significant factor influencing which benefits may be most relevant. Employees at different life stages are likely to require varying forms of support, from fertility treatment and childcare to eldercare and retirement planning. Providing benefits that meet with these changing needs can help support employees throughout their careers.
Lifestyle and risk assessment can guide benefit design
Towergate’s report notes that health and lifestyle-related risk factors should also inform benefit offerings. Tools such as health questionnaires, office-based assessments of metrics like BMI and blood pressure, or full medical check-ups can identify employees at risk of chronic health conditions. These insights can guide employers to provide appropriate support or preventative measures.
Early intervention, based on identified risk factors, can improve long-term health outcomes and reduce absenteeism. Offering targeted benefits in this area can also demonstrate that employers are actively supporting employee wellbeing, which may in turn improve retention and engagement.
The research also noted the importance of recognising gender-specific health concerns. Benefits can be designed to address male and female-specific issues – including cancers, infertility and mental health. Employers that consider gender in their benefits strategy may find it easier to provide relevant and accessible support to employees.
Keeping pace with workplace benefits trends
As workforce needs change over time, so must employers’ benefits strategies. Towergate recommends that organisations carry out regular reviews of workforce requirements and maintain a close understanding of trends in employee benefits.
Clark advised that staying informed through discussions with benefits advisers can help employers benchmark their offering against peers in their sector and region. This can support more effective decision-making around benefits investment and design.
She added, “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.”
