One size doesn’t fit all

Today’s job market is nothing like it used to be. New Work is not only changing how employees work but also reshaping their expectations and demands of employers. Companies now need to develop strategies to attract and retain top talent more than ever.

Besides salary, employees are increasingly prioritizing factors like company culture, job flexibility, individual recognition from employers, and employee benefits.

Most companies try to meet these needs with standardized benefits like fuel vouchers or gym memberships. This used to work, but nowadays, these “single-purpose” benefits no longer hit the mark. Strangely, most companies still cling to them, relying on the same outdated approaches for recruitment or, worse, following the mainstream by offering identical benefits to everyone.

But is this what today’s employees want?
Unfortunately, too many companies think they know what’s best for their employees and what they really want. But do they actually know?

In this article, We’ll show You what really matters for employee benefits in 2025 and what You need to consider to boost employee satisfaction and retention:
Many companies are focused on reaching Gen Z, the next generation of young professionals. Companies know that this generation places a high value on company culture, flexibility, and benefits that go beyond salary. But here’s the problem: Gen Z is anything but homogenous.

So, a benefit that might appeal to one person could be completely irrelevant or even unattractive to another. Within this generation are individuals with widely varied interests and preferences.

And it doesn’t stop there – it’s not just about keeping new hires happy but also about satisfying employees across all generations. Let’s zoom out and take a broader look at the entire workforce:
Imagine Your company includes not only Gen Z employees but a wide range of generations and job roles. From a 17-year-old apprentice to a 35-year-old soon-to-be father to a 61-year-old production worker nearing retirement.

What’s a benefit that could satisfy every employee here?
In this case, it’s very challenging for HR to make every employee happy with the same benefit offer. In fact, it’s practically impossible. A large part of the workforce may not even use these benefits, whether due to lack of interest or because they don’t fit their current life situation.

And that’s how benefits miss the mark.
It would be different with truly personalized benefits. Employees could receive exactly what suits their preferences and needs, significantly increasing satisfaction across the workforce.
We live in a passion economy today, where people strive to pursue their passions and integrate them into their daily work.

Companies must adapt to this shift to stand out. Personalized benefits that support employees’ individual needs and passions are essential.
The common mistake many HR leaders make is assuming that 2–3 benefits will suit everyone. Following the idea that “everyone needs this.” Instead, decision-makers should ask:

What benefit or offer would genuinely excite each individual?
Finding this answer can be challenging, and some even turn it into a science. But it’s actually quite simple:
Let Your Employees Choose.

Imagine how many top employees Your company could attract and how much happier Your team would be if You could respond to each employee’s unique needs.
How much more satisfied would Your employees be if they could decide which things they want as benefits?
Think Beyond Standard Benefits.

Companies need to give employees the freedom to choose their benefits flexibly. When employees can select what they truly want and what makes them happy, they feel valued and supported.
The result?
Satisfied employees, a positive work environment, a more attractive employer brand, and a work culture others envy. And it’s all because You’re not doing what worked five years ago or blindly copying other companies but instead offering personalized benefits that meet Your employees' individual wishes.

If You want to learn more about personalized benefits, check out HelloBonnie. With the HelloBonnie Smartcard, We empower companies to offer personalized benefits that truly make each employee happy.