Let’s jump right into it. Are your benefits developing an emotional connection to job prospects? I know, it’s a strange question, one you may be inclined to answer with, “I don’t know, who cares, benefits aren’t emotional.” But let’s think about it for a minute.

Gallup’s recent article, “Does your brand attract star employees?” discusses the two ways potential talent considers a new job: rationally and emotionally. They call rational considerations pay and benefits, and emotional considerations land in the more intangible realm of the company’s mission and purpose.

However, I’d like to propose that benefits can establish an emotional connection with a job prospect.

When a prospect begins to consider accepting a position at a company, he or she does the research. A hearty scan of the company website, a sweep of social pages, checking with friends and reading a Glassdoor review or two is usually included in the process. From that, a candidate can usually begin to formulate a fluid idea of what the company strives for, its goals and what it would be like to work there.

Imagine then, what would happen if a candidate received an offer with benefits that didn’t support that aura it had created? Even a good benefits package with better than average coverage can fall flat if it’s not connected to the company values. The same goes the other way around: a grand company mission can ring empty when there’s nothing there supporting it.

Consider This:

  1. Benefits are among the top considerations when candidates choose to accept or not accept a new position. They also impact employee job satisfaction and convey a pretty strong message about whether or not the company care about its people.
  2. If you think there’s just good benefits and bad benefits, think again. There are many ways that you can connect your company’s values and mission to your benefits. For example, a company brand with an emphasis on wellness should include wellness program. If your company promotes strong family relationships, consider a long maternity/paternity leave program. And for the animal enthusiast company culture, pet insurance is a great option.
  3. Health insurance is the #1 benefit employees care about, and it isn’t just about saving money on LASIK or your brand name Rx. It can be the difference between being able to afford the care you or your family needs or not having the means. If that’s not an emotional connection, then I don’t know what is.

So ask yourself again, is your company’s benefits providing benefits that will establish that emotional connection with the much sought after job candidate? If the answer is no, it’s time to give your benefits an emotional boost.