Bridging the gap: communication of staff benefits and why it matters to your business

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Many organisations offer a wide range of employee benefits, but many still rely on staff to take the initiative when it comes to opting in and using them. Research from industry body GRiD (Group Risk Development) shows that around 40% of employers leave benefit uptake entirely in the hands of employees, which can lead to missed opportunities for engagement, retention, and recruitment.¹

The communication disconnect

GRiD’s survey of 500 HR decision-makers uncovered a clear gap between simply informing employees about benefits and actively encouraging them to engage. The survey identified the common communication methods²:

• Welcome packs (30%)
• Staff handbooks (28%)
• Email campaigns (22%)
• Noticeboards (21%)
• Company intranet (20%)

Some employers go further by hosting employee benefit days (19%), appointing wellbeing champions (18%), or using benefits platforms and apps (17%). Around 24% of employers introduced benefits on day one but this highlights a potential missed opportunity to make a strong first impression and to follow this up with consistent, regular messages to reinforce the offering.³

Why communication about employee benefits matters

Leaving benefit engagement to chance isn’t enough and employers need to take a more active role in promoting health and wellbeing support. This can help retain current staff and help recruitment efforts in a competitive market. 

There’s also a growing recognition that many employees don’t fully understand the benefits available to them. In fact, internal data from one provider found that one in five employers believe their benefits package isn’t well understood by staff.⁴ This highlights the need for clearer, more accessible communication that meets employees where they are—whether that’s through digital tools, face-to-face conversations, or tailored messaging.

Spotlight on dental insurance: a small benefit with a big impact

One benefit that’s often overlooked but is highly valued by employees is dental insurance. Encouraging uptake of dental cover can have a real impact on employee wellbeing. Regular dental check-ups help prevent more serious health issues, reduce time off work, and even boost confidence and morale.⁵

By showcasing the practical value of dental insurance, that it is an everyday cash back benefit, you can help staff to understand what dental insurance is and how it works for them. Some of the benefits include cost savings for employees, convenience, and the long-term benefits of receiving preventative care. By communicating this, HR teams can help employees see it as an essential part of their overall health strategy. It’s a simple way to demonstrate that the organisation supports staff wellbeing. Bupa offers dental insurance for businesses, and you can find out more here: What is dental insurance? | Dental | Bupa UK

The business case for better communication of benefits

GRiD found that 71% of employers expect recruitment challenges this year, with 95% saying it will impact their business.⁶ These impacts include⁷:

• Reduced productivity (32%)
• Disruption to business continuity (30%)
• Increased workload for existing staff (27%)
• Lack of expertise (26%)

Promoting employee benefits can help attract talent and ease these pressures. But to be effective, communication must go beyond the basics.

Practical tips for HR teams

Here are a few ways HR advisors and business leaders can bridge the gap and encourage staff take-up of the benefits on offer:

1. Start early – Introduce benefits at the earliest, during recruitment and onboarding.
2. Use multiple channels – Mix digital tools with face-to-face engagement.
3. Tailor messaging – Make communications relevant to different roles and life stages.
4. Keep it going – Reinforce benefits regularly, not just at the start.
5. Highlight hidden gems – Shine a light on benefits like dental insurance that may be undervalued but highly beneficial.
6. Measure understanding – Use surveys or feedback tools to check what’s landing.

Final thoughts

In today’s competitive job market, a well-communicated benefits strategy can be a great advantage to your business. The benefits represent a workplace that values and prioritises the health and wellbeing of its people. And when employees understand and trust the support available to them, they can be more likely to engage, stay, and perform at their best.

<sup>1. 40% of employers admit that employee benefit take-up is left for employees to initiate themselves – GRiD
2. 40% of employers admit that employee benefit take-up is left for employees to initiate themselves – GRiD
3. 40% of employers admit that employee benefit take-up is left for employees to initiate themselves – GRiD
4. A third of UK employers say that their staff are not aware of, nor do they understand, the employee benefits they are offered – GRiD
5. How dental health affects overall health, April 2025.
6. 40% of employers admit that employee benefit take-up is left for employees to initiate themselves – GRiD August 2025
7. 40% of employers admit that employee benefit take-up is left for employees to initiate themselves – GRiD August 2025</sup>

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