Marvin OnumonuFewer 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.
Employers were also advised to consider lifestyle risk factors when choosing benefits, such as using health risk assessments or medical checks to identify staff who may be pre-diabetic or at risk of heart disease.
The research also found that some benefits now focus on issues linked to gender, such as male or female cancers, infertility or mental health.
Employers that offered benefits by gender ensured they were more suitable for actual needs.
Clark 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.”
