Author: Chris Andrew
A previous boss of mine used to tell a story about being in a meeting with a group of Benefits and Pensions leaders at a large, global organisation. They were discussing an issue regarding a lack of understanding of their benefits package and low usage levels as a result. At one point during the meeting, one of the leaders said: "Well, I don't know what more we could have done — we sent them 180 pages on the subject?"
When it comes to employee benefits, many organisations fall into the trap of simply providing information and hoping for the best. A long list of available perks is uploaded to the intranet. Maybe there's a benefits portal with some dropdown menus. Occasionally, an email reminder goes out. But more often than not, the benefits experience can be passive, transactional — and entirely forgettable.
This is clearly a missed opportunity, which I believe can be significantly improved with a fresh approach to communication.
In today's competitive talent market, benefits are more than just a hygiene factor. They are one of the most powerful tools organisations have to bring their Employee Value Proposition (EVP) to life — and yet they're often undervalued, misunderstood, or poorly communicated.
The role of benefits in your EVP
An EVP - or your People Story, as we like to call it - is often described as the "give and get" of the employment relationship — what the company needs from its people, what current and future employees expect in return, and what makes the organisation stand out. Employee benefits sit right at the heart of this equation.
They are one of the few tangible, everyday elements of the employment deal that employees can see and feel. And when communicated effectively, benefits have the power to reinforce company values, express purpose, and provide meaningful support at the moments that matter most in an employee's life — whether that's starting a family, navigating a health concern, or preparing for retirement.
Yet too often, employees only go looking for benefits when something goes wrong. That reactive approach means businesses are missing a major chance to reinforce their EVP, and employees are missing out on support they could really use — support they might not even know exists.
The case for personalisation
Today's employees are also consumers. They expect personalisation, ease, and relevance — because that's what they experience in nearly every other aspect of their lives. Spotify suggests songs based on their mood. Netflix curates recommendations for their next binge. Amazon anticipates what they might need before they've even thought about it.
So why is the benefits experience still stuck in a one-size-fits-all model? To truly bring an EVP to life, organisations need to treat employees like the individuals they are. That means offering a personalised benefits experience — one that takes into account each person's life stage, preferences, and priorities, and delivers relevant support at the right time.
For example, if a 30-year-old employee is exploring options for starting a family, the benefits experience should guide them through fertility, parental leave, childcare subsidies, and flexible work options — all without needing to trawl through policy documents. If someone is struggling with burnout or mental health, they should be nudged toward available counselling, EAPs, or resilience training without needing to self-diagnose and search for support.
Data, technology and the employee journey
This is where data and technology come into their own. When used ethically and intelligently, data can transform how benefits are communicated and experienced. Personalisation platforms can use employee demographics, activity patterns, or even survey responses to recommend benefits most likely to be relevant.
Push notifications or nudges can prompt employees to use benefits before a crisis hits – helping them be more proactive about their wellbeing, finances, or work-life balance.
Yet despite this potential, many organisations are still struggling to connect the dots. According to Gallagher's 2025 Employee Communications Report, while the use of AI in communications has sparked interest in hyper-personalisation – 48% of communicators cited it as a high priority over the next five years in last year's report – few have laid the groundwork to make it a reality. Satisfaction with personalised content based on HR data remains low at just 30%. Meanwhile, nearly half of respondents are dissatisfied with their current channels' ability to segment employees by demographic (45%), preference (53%), or user behaviour (56%). That gap represents not just a risk – but a major opportunity.
Simplifying the complex
Let's be honest, benefits can be complicated. They often come with eligibility criteria, overlapping policies, and unclear boundaries between what's covered and what's not. And in the moments employees need support the most – often during times of stress or uncertainty – they're least equipped to decode the system.
That complexity is a barrier to value. Personalisation isn't just about slick tech or snazzy interfaces. It's also about simplifying what's on offer. It's about making sure that, when an employee is in need, they don't have to be a benefits expert to find the right help. The system should do the work for them.
A smart EVP strategy connects messaging to experience. If an organisation claims to care deeply about mental health, it can't just run a wellness week and call it a day. It needs to show how that commitment plays out in the benefits package – through free therapy sessions, protected mental health days, or manager training on psychological safety, for example.
Aligning benefits with brand and purpose
Your benefits are also a reflection of your culture and values. They should feel like an extension of your employer brand. If your brand is about innovation, are your benefits forward-thinking and tech-enabled? If you pride yourself on inclusion, are your offerings inclusive of all family structures, gender identities, and life circumstances? If you claim to support career growth, do you offer benefits that fund learning and development?
Connecting benefits to brand and purpose doesn't just help with internal alignment – it also gives you a competitive edge in the talent market. In a world where prospective employees scrutinise Glassdoor reviews, Reddit threads, and TikTok posts, what you offer – and how you talk about it – matters.
Investment in benefits platforms has grown, yet employee engagement remains a critical shortfall.
Many UK employers have invested in benefits platforms, but our latest Benefits & Benchmarking Survey* shows a gap: 56% say employees aren't engaged with their benefits technology. This risks lower engagement, retention issues, and wasted resources.
Gallagher Guide bridges that gap.
Our people-first platform combines smart tech and expert consulting to help HR lead confidently and employees connect meaningfully.
- Smarter admin, sharper insights: Scalable management and real-time analytics for faster, data-led decisions.
- People-first design: Personalised, intuitive tools that help employees understand and value their benefits.
- The human touch: Empathetic consulting that turns strategy into action.
Technology alone isn't enough—it takes smart systems and smart thinking to transform the employee experience.
*Gallagher’s 2024 Workforce Trends Survey was conducted 23rd April to 9th July 2024 among 236 UK organisations.
Final thought: From information to experience
Providing information is easy. Creating an experience takes effort – but it's worth it. When benefits are personalised, well-communicated, and connected to the bigger picture of who you are as an organisation, they do more than support your people. They amplify your People Story. They strengthen engagement, trust, and loyalty. And they help you stand out as an employer who doesn't just say the right things – but proves them.
The future of employee experience is personal. Your benefits should be too.
