How to Market Employee Benefits to Attract Top Talent

May 2, 2024 | Employee Benefits

Josh Rust

Marketing Manager

Attracting the best people to work for you is getting harder than ever. 

Why? Because top talent is rare. And to them, so many jobs look the same, with similar roles and pay. It’s a big challenge for any company wanting to stand out.

Here’s the thing: it’s not all about the paycheck anymore. The smartest job seekers are searching for something more. They want a great benefits package. 

But here’s the catch: many companies just aren’t good at talking about their awesome benefits. They’re not getting the message across, and that means they’re not grabbing the attention of the top talent.

If you’re in that situation, you’re in the right place.

We’re going to dive into how you can market what you offer—not just to attract the best but to keep them too. We’ll show you how to make your company the place where everyone wants to work and make you stand out from the crowd. 

Understanding the Value of Employee Benefits

Gone are the days when a fat paycheck was all it took to reel in the best talent. 

Now, it’s all about the full package. People are looking for jobs that fit their lives, not the other way around. 

They want to know, “What else can you offer me?” That’s where your benefits come in. It’s not just a cherry on top; it’s a big part of the main dish.

Studies show that attractive salaries and benefits are the main drivers for 62% of employees globally before they choose their employer.

Also, 78% of employees are more likely to stay if the benefit package is great.

It’s a win-win. Your team is happier, and you’re not always on the hunt for new hires.

So, what are these amazing benefits everyone’s talking about? It’s not just about health insurance anymore (though that’s still super important).

  • Flex Time: First up, flexible working hours are a game-changer. People love the idea of adjusting their work hours to fit their lives. It’s all about that work-life balance.
  • Health and Wellness: Then there’s the health and wellness stuff. We’re seeing everything from gym memberships to mental health days. It’s all about keeping your team healthy and happy.
  • Grow as You Go: And let’s not forget about learning and growing. Professional development opportunities are a big deal. Whether it’s workshops, courses, or conferences, helping your team grow is a huge plus.

These are just a few examples of valuable employee benefits nowadays.

In a nutshell, it’s about offering benefits that make your employees’ lives better inside and outside of work. That’s what they’re looking for, and that’s what’ll make them want to stick with you.

Effective Strategies for Marketing Employee Benefits

Show and Tell What You Offer

When it comes to showing off your benefits, think outside the box. It’s not just about listing them in a job post. You’ve got to bring them to life!

  • Digital Brochures: Create eye-catching digital brochures that pop! Make them fun and easy to read. This isn’t a boring manual; it’s a sneak peek into the awesome perks of working with you.
  • Benefits Webpages: Dedicate a whole webpage to your benefits. Yes, they deserve it! Make it interactive, maybe even add a little quiz that helps potential hires see which benefits match their lifestyle.
  • Live Q&A Sessions: How about a live Q&A session? Get your current team involved. Let candidates ask anything they want about what it’s like to work with you. It’s real, it’s raw, and it’s super effective.

Use the Power of Storytelling

People love stories. They’re way more interesting than just facts. So, use storytelling to market your benefits.

Share stories from your team about how your benefits have made a difference in their lives. 

Maybe someone took a professional development course and led a major project. Or perhaps someone used the flexible hours to spend more time with family. These stories stick with people.

Take Advantage of Social Media

There are estimated to be 5.17 billion total social media users worldwide in 2024. More and more people are using social media.

And that’s the same for talented workers.

So, social media and your company’s career site are your megaphones. Use them to shout about your benefits from the rooftops.

Craft content that speaks directly to the kind of people you want to attract. Use the channels they hang out on. 

Is it LinkedIn, Instagram, or maybe Twitter? Make your benefits the star of your posts.

Leverage HR technology

HR technology can be used to make your benefits shine.

Imagine a platform where candidates can input their priorities and get a personalized view of the benefits most relevant to them. It makes everything more relatable and easier to understand.

In the world of HR tech, some standout tools can take your benefits marketing to the next level. These platforms are all about making life easier for both you and your potential hires. 

Let’s dive into some examples:

  • Benefitfocus: This platform lets you showcase your benefits in a super user-friendly way. Candidates can easily see what’s on offer and even get a personalized experience based on their needs.
  • Gusto: Gusto is great for small to medium-sized businesses and makes everything from health insurance to financial planning benefits clear and accessible. Plus, its slick interface is a hit with users.
  • Zenefits: Zenefits is all about bringing clarity to your benefits package. It offers a clean, intuitive dashboard where potential employees can explore what you offer, from health insurance to wellness programs, all tailored to meet their interests.
  • BambooHR: BambooHR isn’t just about managing your current team; it’s also a powerhouse when it comes to recruiting. Its benefits tracking feature is top-notch, allowing candidates to get a clear picture of what you’re offering, all in an easy-to-navigate platform.
  • Lattice: For companies focused on growth and development, Lattice is a game-changer. It emphasizes professional development benefits, showing potential hires exactly how you’ll support their career journey.

By getting creative and personal with how you showcase your benefits, you’ll not only attract top talent but also make them eager to be a part of what you’re offering. 

It’s all about making your benefits impossible to ignore.

Examples of Companies Doing It Well, and Why It Works

Let’s take a moment to tip our hats to some companies that are totally nailing the benefits game. 

They’re not just talking the talk; they’re walking the walk, showing us all how it’s done.

Google

Google goes all out with things like on-site wellness and healthcare services, gourmet cafeterias, and even nap pods! 

They’re setting the bar sky-high for what an employee-friendly workplace looks like.

It’s simple. When you make your workplace feel like a second home, people want to be there. 

Google’s approach turns the daily grind into something employees look forward to, blending work and personal life in a way that feels seamless and enjoyable.

They use their websites, social media, and every possible channel to shout about their cool workspace. 

This approach draws people who want more from their job than just a paycheck; they’re looking for a fulfilling experience.

Netflix

Netflix has redefined parental leave, offering new moms and dads up to a year of paid leave to bond with their bundle of joy. 

And they’re all about flexibility, allowing employees to take as much time off as they need, as long as they get their work done.

Netflix shows a deep respect for their employees’ personal lives and responsibilities, building a culture of trust. This freedom and flexibility make employees feel valued and understood, fostering loyalty and a strong sense of belonging.

They highlight these benefits in their recruitment materials, on their website, and through employee testimonials.

Netflix markets itself as a forward-thinking company that respects personal lives and trusts its team to meet their professional responsibilities. 

Salesforce

Salesforce isn’t just about selling software; they’re selling a culture. 

With their Ohana Culture, they focus on community, equality, and sustainability. They offer benefits that support mental health, like mindfulness zones and wellness reimbursement programs.

They’re big on sharing stories of how their benefits extend beyond the office, promoting mental health, and supporting causes. 

This message resonates with people looking for more than just a job.

Salesforce understands that employees crave a sense of purpose and belonging. 

By aligning their benefits with their core values, they create a deeply connected workforce that’s not just working for a paycheck but for a cause they believe in.

Zappos

Zappos takes company culture to the next level with a focus on employee happiness. 

They offer a unique onboarding process that includes culture training and a “Pay to Quit” offer, encouraging only those truly aligned with the company’s values to stay.

Zappos’ approach is all about finding the right fit, ensuring their team is made up of people who genuinely love what they do and where they do it. 

They make it crystal clear what they’re about right from the start. This honesty in their marketing means that anyone who decides to come on board is already in tune with what Zappos stands for. 

This authenticity breeds a positive, infectious energy throughout the company.

These companies show us that when it comes to marketing employee benefits, it’s not just about the list of perks. 

It’s a mix of a really good benefits package and marketing employee benefits.

However, it’s also about creating an environment where employees feel genuinely cared for, valued, and part of something bigger. 

They prove that when you invest in your people, the returns are immeasurable.

Creating a Culture That Amplifies Benefits

It’s one thing to offer great benefits, but it’s another to ingrain them into your company culture. 

Let’s dive into how you can make your benefits more than just perks on paper.

Live the Benefits Every Day

Your benefits should be more than just a list in a welcome packet; they should be experiences that your employees live and breathe every day. 

Whether it’s flexible work hours or wellness programs, these perks should be as much a part of the daily routine as morning coffee.

Start by ensuring that your leadership team not only endorses but also actively participates in these benefits. 

According to GoRemotely, 70% of employees in the US are unhappy due to poor leadership.

But when leaders lead by example, it sends a powerful message: these benefits truly matter.

Your Employees Are Your Best Ambassadors

There’s no marketing quite like happy employees sharing their genuine experiences. 

When your team members rave about their work-life balance or the professional growth they’ve experienced, it speaks volumes.

Foster an environment where employees feel encouraged to share their stories, both within the company and on social media. Highlighting these testimonials can make your company a magnet for top talent.

Create a Feedback Loop That Fuels Improvement

The best way to know if your benefits are hitting the mark is by listening to the people who use them. 

Regular surveys and employee feedback sessions can provide invaluable insights into what’s working and what’s not.

Use this feedback to fine-tune your offerings. Maybe it’s adding mental health days or tweaking your work-from-home policy. By showing that you’re responsive to their needs, you reinforce the value you place on your employees’ well-being.

Creating a culture that amplifies your benefits isn’t just about attracting talent; it’s about building a community where people feel genuinely supported and connected. 

When your benefits become a living, breathing part of your company culture, you’re not just offering a job; you’re offering a lifestyle that people want to be part of.

Measuring the Impact of Your Benefits Marketing Efforts

When you put time and energy into marketing your company’s benefits, you’ll want to see some real results. 

But how do you know if your efforts are paying off? It’s all about setting the right goals and keeping a close eye on the numbers.

Set Your Success Markers

Start with clear Key Performance Indicators (KPIs)

Are more people applying for jobs at your company? Are the applicants you’re getting a better fit for your team? And let’s not forget about your company’s buzz—is it getting a reputation as a great place to work?

These KPIs are your roadmap. They help you see if you’re on the right track or if you need to switch gears.

Employee Surveys

One of the simplest ways to measure impact is through employee surveys. Ask your team how they feel about the benefits and what drew them to your company. Their answers can be eye-opening.

There’s a whole toolbox of analytics and recruitment metrics out there to help you measure your success. 

From tracking website visits to your benefits page to monitoring engagement rates on social media posts about your benefits, these tools can give you a clear picture of what’s working.

However, don’t overlook qualitative feedback. Comments and stories from your employees and candidates can provide insights that numbers alone can’t.

Tune Your Strategy

Once you have the data from your KPIs and surveys, use the data you gather to refine your approach. 

Maybe it’s time to spotlight a different benefit or to try a new marketing channel. The key is to be flexible and responsive to what the data tells you.

The world of employee benefits is always evolving. Regularly review your strategy to ensure it aligns with the latest trends and employee expectations. This keeps your benefits package competitive and attractive.

Measuring the impact of your benefits marketing isn’t just about validating your current strategy; it’s about continuously improving and adapting to ensure your company remains a top choice for the best talent.

Having Problems with What Perks to Offer?

As we’ve journeyed through marketing employee benefits and their pivotal role in attracting and retaining top talent, one thing is clear: the value of a comprehensive benefits package cannot be overstated. 

But how do you ensure your benefits and perks stand out from your competitors?

That’s why we offer a perks report.

Our Perks Report offers a detailed, side-by-side comparison of the savings delivered by top discount providers in the industry. 

Why does this matter? Because it arms you with the knowledge to not only choose the best options for your team but also to showcase the unparalleled value your company brings to the table.

With our Perks Report, you gain insight into the competitive landscape, allowing you to make informed decisions about which benefits to highlight in your marketing efforts.

Armed with concrete data, you can effectively communicate the value of your benefits package to prospective employees, making your company an irresistible choice.

Discover your strengths, understand the market, and take your benefits package from good to great. 

Check our Perks Report and make your company an irresistible choice for top talent.

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