August Benefits News and Posts

Top 9 Employee Benefits Trends To Watch for in 2025

Every year aspects of employee benefits change. This can be due to the political atmosphere, changing economic conditions, employment numbers, social pressures, etc. But make no mistake, treating every year as a new canvas is a smart philosophy. Here are some trends that you can look for in the coming year and perhaps beyond.

FROM GOCO / BY ANNA COUCKE

An overview of the trending employee benefits for 2025 and why your organization should consider offering them.

Today’s workforce is continuing to undergo a profound transformation, characterized by evolving employee expectations and economic shifts — and your benefits package must keep up.

To attract, retain, and engage top talent into 2025, businesses must continuously reevaluate their benefits offerings to ensure they have competitive packages that current and potential employees will value.

In this article, we will explore some of the employee benefits offerings that are quickly gaining traction among employees, and why it is important to consider adding them to your benefits offerings.

1. Fair Compensation and Pay Transparency

With inflation and its impact on purchasing power continuing to be a top concern among employees this year, regular compensation assessments and competitive pay increases have become essential to retain employees. 82% of surveyed workers said that they are more productive and fulfilled by their work when they perceive their pay to be fair, and were also found to be more innovative and loyal to employers who compensated them well.

Additionally, pay transparency initiatives are gaining momentum, with Massachusetts becoming the latest state to pass legislation around pay transparency. Pay transparency shouldn’t be considered just for legal reasons, though; it is proven to be a powerful tool in recruitment and fosters fairness, trust, and equity within organizations.

2. Retirement Savings

While traditional pensions have declined, retirement savings plans like 401(k)s continue to be a popular choice for both employees and employers for several reasons. From an employee perspective, 401(k) plans offer significant tax advantages by allowing individuals to contribute pre-tax dollars to their retirement accounts, reducing their taxable income.

Additionally, many employers offer matching contributions, essentially providing free money to employees who participate, and educating employees on how the power of compound interest over time can turn relatively small contributions into substantial retirement savings.

3. Debt Management and Financial Education

It’s no secret that financial stress can significantly impact employee morale, productivity, and overall well-being. To mitigate these challenges, employers are increasingly focusing on financial wellness benefits for 2025.

Providing employees with resources to manage debt and make informed financial decisions can significantly improve their overall well-being and shows a genuine interest in their financial health and knowledge. Financial wellness programs can include budgeting tools, debt counseling, and education on popular personal finance topics such as homeownership and investing.

4. Mental Health Support

With nearly 50 million Americans currently experiencing some type of mental illness, prioritizing mental health is no longer a perk but a necessity for creating a high-performing and supportive work environment. Mental health services and mental health day policies have become increasingly popular benefits due to the growing recognition of the significant impact mental health has on overall well-being and productivity.

Employees increasingly value employers who prioritize their mental health, as it demonstrates a commitment to their overall well-being, reduces stigma, and improves employees' abilities to cope with stress and combat workplace burnout.

5. Flexible and Inclusive Work Arrangements

Flexible remote and hybrid work arrangements are continuing to gain popularity, with around 23% of U.S. workers currently working hybrid or remote roles. Employees in flexible work arrangements value the ability to balance work and personal life, leading to increased job satisfaction, reduced stress, and improved overall well-being. Additionally, flexible arrangements accommodate diverse needs, such as caregiving responsibilities or disabilities, fostering a more inclusive and equitable workplace.

For employers, offering flexible work options can enhance recruitment and retention by attracting top talent seeking work-life balance. It is also found to increase employee satisfaction, which often translates to higher productivity, lower turnover rates, and reduced absenteeism. Moreover, flexible arrangements can expand the talent pool to include individuals who might otherwise be excluded due to geographic location or personal circumstances.

6. Personalized, Flexible Healthcare

Rising healthcare costs continue to challenge employers and employees. According to USA TODAY, The average annual premium for employer-sponsored insurance has risen to $8,435 for an individual and $23,968 for a family plan. Simultaneously, employees are looking for more choice and customization in their benefits packages.

To address this issue, companies are exploring various strategies, such as budget-friendly options like health savings accounts (HSAs), tiered plans, telehealth, high-deductible healthcare plans, and wellness programs that incentivize healthy behaviors while also reflecting the diverse needs of their workforce.

The average annual premiums for employer-sponsored insurance have risen to $8,435 for an individual and $23,968 for a family plan.

7. Childcare and Fertility Benefits

For employees who have started or are looking to start a family, the rising costs of family services such as childcare, adoption, or fertility treatments can quickly become a large financial burden, with childcare alone consuming up to 10% of a working couples’ income.

In addition to offering maternal and paternal leave to new parents, businesses should also consider how they can be more inclusive and supportive of a wider range of employee needs around family planning.

8. Professional Development

In recruitment and retention, continuous learning and professional development have emerged as increasingly important benefits, particularly among younger generations who want to build a lucrative career. This benefit doesn’t just help employees, though; it also helps their companies get ahead. Predictably, employees who are given the opportunity to learn new skills and tools are shown to be more engaged, innovative, and productive in their roles.

With technology evolving at such a rapid rate, it is more important now than ever that employees stay ahead of the curve by learning about the latest trends and technologies. Offering benefits such as education stipends is an effective (and relatively low-cost) way to keep your employees engaged and growing.

9. Benefits for Part-Time Employees

The rise of the gig economy and flexible work arrangements have led to a significant increase in the number of part-time workers in recent years. However, these workers have typically not been offered the same benefits as their full-time counterparts, such as healthcare, paid time off, and retirement accounts.

Faced with an increasingly competitive talent landscape coupled with higher turnover rates, more companies are beginning to offer more benefits to part-time employees. However, this isn’t just about attracting and retaining talent; offering comprehensive benefits to part-time employees demonstrates a commitment to inclusivity and work-life balance.

Final Thoughts

As we navigate an era defined by rapid change and evolving employee expectations, businesses must prioritize employee well-being and satisfaction with comprehensive benefits offerings in order to continue attracting and retaining employees. By investing in benefits that are flexible, customizable, and employee-centric, organizations can create a thriving work environment that attracts, retains, and engages top talent for years to come.

Todd BellistriDecember 3, 2024August Benefits

Why not start off this selling season leading into the holidays on the right foot? One way to do that is to finally give some thinking to smart marketing. We don’t need to be the ones to tell you it’s very competitive out there (but we will), what with tons of start ups and side hustles all over the landscape. By developing a legit marketing program you are giving yourself a true foot up on the competition. So read on, you’ll see that its not as daunting as you think and the upside is well worth it.

FROM FORBES / BY DOMINIQUE HARROCH

In today's digital landscape the right approach to small business marketing combines advanced technology, data-driven insights, and effective digital platforms. Here’s a comprehensive guide to small business marketing to companies navigate the current marketing trends and tools that can drive business success.

Key marketing tools for small businesses

Following is a summary of 11 key marketing tools that small and growing businesses should consider when leveraging owned, earned and paid media:

1. An optimized small business website

A high-performing website is crucial for marketing today. An optimized site increases your page rank on Google and other search engines, and in today's world, fewer than 1% of searches go to the second page of a search. Key elements of an effective small business site include:

Memorable domain name: Choose a name that reflects your business and is easy to recall.
User-friendly design: Ensure your site is visually appealing and intuitive. Sites should have a clear structure, intuitive navigation and information that is easy to access.
Search engine optimization (SEO): Implement SEO best practices to rank higher in search engine results.
Mobile optimization: Since over 55% of global web traffic comes from mobile devices, you’ll want to ensure your site is mobile-friendly.
Valuable content: Regularly update your site with engaging content like blogs and articles that address your audience's interests and needs.
Fast loading times: Optimize page speeds to improve user experience and SEO rankings.
Secure hosting: Use reputable hosting services to protect your site’s data and performance.

Additionally, integrating tools like Google Analytics (now called GA4) and Google Search Console (GSC) can provide valuable insights into your site's performance and user behavior.

2. Paid search engine marketing (SEM)

Paid search engine marketing, in which you pay if a keyword is clicked on that drives traffic to your website, remains a powerful tool for driving targeted traffic. Platforms like Google Ads and Bing Ads allow you to:

Bid on keywords: Use tools like Google keyword planner to select high-value keywords relevant to your business.
Control costs: Set daily and monthly budgets, and adjust bids based on performance.
Analyze performance: Track key metrics to assess and refine your campaigns.

3. Paid listings and display ads

Paid listings on platforms like Yelp, Facebook, and Pinterest can boost visibility. Use Google’s Display Network to target ads based on user interests and behavior. This approach allows you to:

Choose ad formats: Use banners, text ads, or video ads to capture attention.
Track return on investment (ROI): Monitor clicks and conversions to measure effectiveness. Track your costs, record and monitor revenue, and record all expenses. Make sure to measure lead generation numbers, customer acquisition, and sales metrics as valuable insights into your marketing effectiveness.
Testing: By experimenting with different ad copy, targeting options, and formats, businesses can identify what resonates most with their audience, refine their strategies, and ultimately improve click-through rates and conversions. This can include A/B testing, target audience variations, ad copy variations, call-to-action (CTA) testing or visual elements where you test different images or videos to determine which visual elements attract more attention and engagement.

4. Content marketing

Content marketing remains a cornerstone of effective digital strategies. Key tactics include:

Blogging: Regularly post optimized content to drive organic traffic. Nine out of ten marketers use blogs as part of their content strategy.
Guest posting: Publish articles on popular platforms such as Medium and AllBusiness.com to enhance your reach and SEO. Strive to create “evergreen” articles, which are designed to remain relevant and valuable over a long period of time, regardless of current events or trends. Unlike timely articles that focus on current news or trends, evergreen content addresses topics that have enduring interest and utility.
Video content: In 2023, individuals spent an average of 17 hours a week watching videos online. Utilize platforms like YouTube and TikTok to engage your audience.
Content platforms: Leverage content recommendation platforms like Outbrain to expand your content’s reach.

5. Social media marketing

Social media is a powerful tool for engaging with your audience. Focus on platforms such as:

Facebook: Effective for broad audience reach and targeted ads.
Instagram: Ideal for visual content and influencer partnerships.
LinkedIn: Best for B2B marketing and professional networking.
TikTok: Useful for viral video content and younger demographics.

With over 5 billion global social media users and growing, effective social media marketing can significantly enhance your brand’s visibility and engagement. To be effective, you must regularly post interesting content to obtain and keep followers.

6. Influencer marketing

Influencer marketing involves collaborating with individuals who have a significant and engaged following on social media platforms like Facebook, TikTok and Instagram to promote products or services. These influencers, who can range from celebrities to niche content creators, leverage their credibility and relationship with their audience to drive brand awareness and influence purchasing decisions.

The impact of influencer marketing on broader marketing efforts can be profound, as it allows brands to tap into authentic, targeted communities that are often more receptive to recommendations from trusted (or at least known) voices.

This form of marketing can enhance brand credibility, expand reach, and generate higher engagement rates compared to traditional advertising. As consumers increasingly seek personalized and relatable content, influencer marketing has become a powerful tool for connecting with audiences in a meaningful way.

7. Online business directories

It’s important for business owners to list their companies in prominent and reputable business directories. Often these listings are free, but even if you must pay a small fee, it can be worth it.

The benefits include

Exposure to potential clients and customers.
Boosted SEO through backlinks.
Improved online presence and brand awareness.
Increased credibility for your business.
Low-cost or free marketing.

The following is a list of top business directories to consider listing your business:

AllBusiness.com
Better Business Bureau
Facebook Page
Google Business Profile
LinkedIn
Superpages
Bing Places for Business

8. Radio marketing

While less prominent today, radio can still be effective. Many people are in their cars during peak commute hours. To maximize radio advertising:

Targeted placement: Choose stations and time slots that align with your target audience.
Engaging content: Create memorable and concise ads.
Consider your market: Are you a B2C company (business to consumer) or B2B company (business to business)? Is your market local (like a neighborhood restaurant), national (such as selling payroll services), or international (such as selling unique clothing to multiple markets)?

The cost-effectiveness of radio compared to TV makes it a viable option for more localized campaigns.

9. Press releases

Press releases are valuable for announcing significant business updates. Ensure your release is:

Newsworthy: Focus on unique and timely information.
Well-structured: Include a strong headline, key details, and contact information.
Multimedia: Incorporate multimedia elements like images and videos to increase engagement.

10. Email marketing

Email marketing remains effective when executed correctly. Best practices include:

Segmenting: Personalize content based on customer preferences and behavior. Use data to segment your lists and target markets.
Offering engaging content: Provide valuable information, special offers, and updates.
Optimization: Use A/B testing to refine subject lines and content.
Using AI-driven tools: These can help automate and personalize email campaigns, improving engagement rates.

11. Direct mail marketing

Despite the digital age, direct mail still works for certain audiences. To optimize direct mail:

Use targeted lists: Use well-researched mailing lists to improve ROI.
Implement creative designs: Ensure your mail piece stands out and is easy to read.
Track mailings: Monitor responses and effectiveness.

More tips to enhance your marketing campaigns

Here are some additional tips to optimize your marketing campaigns:

Segment: Segment your target market to a specific audience. Segmentation can be done with respect to age, gender, income level, education, geography, purchase stage or brand loyalty, and more.
Business lists: Consider using high quality business lists such as Dun and Bradstreet, Experian Business, ZoomInfo or InfoUSA. These lists can be used in multiple channels as well, maximizing the value of the lists.
Track real time: Track your marketing campaigns in real-time to get immediate insights, make quick adjustments, and understand what is working or not.
Key metrics: Track the key metrics in your campaigns, such as click-through rate, engagement rate, conversion rate, sales, revenue, customer acquisition cost, market share, and churn rate.
Software and AI: Use software and artificial intelligence (AI) tools for social media management, content creation and testing of alternative ads.
Budget: Allocate your budget wisely. Assess the performance of different marketing channels and allocate your budget to the ones that deliver the highest ROI. Continuously review and adjust your spending to focus on the most effective strategies.
Keep current: Stay updated with trends. Keep up with the latest marketing trends and technologies. Experiment with new platforms, tools, or strategies to stay ahead of the competition and reach your audience in innovative ways. Keep up to date with experts by seeking articles from reputable business sources such as AllBusiness.com.
Promote across channels: Share earned media coverage on your website, social media platforms, and email newsletters. For instance, if a major publication writes about your product, feature this article prominently on your homepage or social media profiles.
Showcase social proof: Use earned media as a form of social proof by highlighting positive reviews, testimonials, or features from reputable sources. This can build credibility and trust with potential customers.
Strengthen relationships with media: Build and maintain good relationships with journalists and influencers. This can lead to more favorable coverage in the future and expand your media network.
Repurpose content: Convert mentions and reviews into additional content, such as blog posts, case studies, and infographics. For example, if your company was featured in a popular tech blog, you could create a detailed blog post about the experience and its impact.

Ready to enhance your small business marketing strategy?

Developing a comprehensive and modern small business marketing strategy requires leveraging a mix of traditional and digital techniques. By integrating artificial intelligence tools, optimizing SEO, utilizing effective SEM strategies, and harnessing the power of social media, you can create a dynamic and effective marketing approach. Start by experimenting with different strategies, tracking your results, and refining your approach based on performance data.