Almost 46 per cent of multinational company headquarters are increasing their use of employee-facing technology, like AI and advanced tools, to improve benefits management and offer more personalised options that support employees’ physical, mental, and financial wellbeing.
According to Towers Watson, more than half or 52 per cent, of headquarters see data-driven insights as a top priority to enhance the overall benefits experience. There’s also a move to align benefits with company values, with many organisations using them to reflect their mission and Employee Value Proposition, and working to raise awareness among staff.
Companies are refining their benefits strategies to attract and keep top talent. About 65 per cent believe substantial benefits make them stand out, while 75 per cent focus on controlling costs, and 58 per cent adjust benefits budgets to better meet employee needs. A more employee-centred approach is growing, with 79 per cent promoting benefits more actively and 52 per cent aligning them with goals like diversity, inclusion, and sustainability.
Meanwhile, headquarters are becoming more involved in local decisions, with 70 per cent setting global standards for benefits, and half of multinational companies plan to offer more consistent benefits, like healthcare and pensions, across countries.
Towers Watson managing director, global HQ solutions Nigel Bateman says: “Benefits have become valuable to employees, investors and leaders because they both support employees’ all-around health and signal what a company stands for. They are powerful symbols of a company’s identity and purpose. Conversely, it can really undermine what a company stands for when benefits are viewed as little more than a hygiene factor.
“Leading companies are getting involved at headquarter level, including setting global minimum standards. Importantly, more and more are making use of advanced technologies to elevate their benefit strategies and data insights to really listen to their employees. Benefits and wellbeing programmes are no longer a ‘nice to have’, they’re becoming a reflection of a company’s values.”
Towers Watson Europe head of employee experience Gaby Joyner says: “To bridge the gap between what companies offer and what employees want, employee listening programmes are vital. Better understanding of employee needs and wants ensures money can be spent on what matters to employees.
“Companies need to actively promote their benefits programmes and what they mean, around the world. And they need to improve employees’ understanding and engagement with benefits to make a consumer-grade employee experience.”
