24% of employers tailor benefits to workforce needs – Towergate Employee Benefits

Fewer than a quarter (24%) of employers tailored their benefits to specific employee groups, research from Towergate Employee Benefits found. 

These employers considered factors such as age, lifestyle and health risks including conditions like diabetes.

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.”

The research found 35% of employers offered the same benefits to all staff regardless of seniority, and 36% offered the same package regardless of gender. 

The study showed that tailoring benefits to the demographic made them more relevant and increased the chance of employees using the support. 

Clark said: “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 utilise it, so employers will achieve more value from the benefits provided.”

Additionally, the report stated that age can play a role in which benefits are needed, with some staff requiring support like fertility, childcare, eldercare advice or retirement planning at different stages of life.