24 September 2024

More than four in ten employers don’t target their benefits by employee demographics, despite requests to do so

New research1 out today from Towergate Employee Benefits reveals that 44% of employers do not target their benefits by the demographics of their employees, despite receiving specific requests to do so.

The figures show that 44% of employers offer the same benefits to all staff regardless of age, lifestyle or risk profile, and 40% offer the same benefits to all regardless of gender. This is despite over three-quarters (76%) of employers saying they have requests for specific and targeted support. Over half (54%) of employers have had requests from different age groups for support specific to their age, and nearly half (49%) of employers receive requests for gender-specific support.

Debra Clark, head of wellbeing for Towergate Employee Benefits says: “It may seem surprising that three-quarters of employers are asked for targeted health and wellbeing support, but that four-in-ten employers do not provide this. The reality is, however, that knowing how and where to direct benefits spend is a complex matter that requires expertise.”  

Too complicated for employers
Indeed, a very significant 70% of employers stated that they would like to target their employee benefits to different demographics of the workforce but that they found it too complicated to do so. Benefits are being developed all the time, with new options added and existing support expanded. A few years ago, support for neurodiversity, fertility, eldercare, and menopause, for example, were pretty much unheard of but now they are available from specialists and have become more mainstream.

Debra Clark says: “Benefits are constantly being advanced to offer more specific support for more specific needs. This is a good thing for employees and employers alike but both are likely to need some expert guidance to navigate the system.”

The more targeted health and wellbeing support is towards meeting the needs of the workforce, the better. This is true for the employees themselves and also for the business as a whole. Strong benefits provision and wellbeing support are key to so many aspects of a business. This includes 
the recruitment and retention of talent, where strong support will set a company apart from the opposition and will enhance any package on offer, as well as encouraging employee engagement. It is also vital in absence management: preventive benefits can help to keep employees in the workplace, as well as help them return more quickly.  

Debra Clark concludes: “Employers should not be put off from the idea of targeting support more specifically to their employees. With a bit of assistance, they will be able to make their health and wellbeing support more effective and cost-efficient, with benefits to recruitment, retention, engagement and productivity.”