Passion Benefits instead of Standard Solutions

Passion Benefits Are the Future

No, this isn't just another buzzword or trend for 2024—it’s the foundation your employee benefit strategy should be built on.

Interestingly, the same benefits keep popping up in companies: fruit baskets, pension plans, gym memberships, bike leasing… These are all valuable employee benefits that have, at times, helped improve retention and attracted new talent. But they’re no longer enough.

Don’t get us wrong—the benefits themselves aren’t the problem. The issue lies in the approach. Cookie-cutter benefits determined by companies don’t cut it anymore. We’re moving into a culture of passion. People no longer work solely to earn a paycheck; they want fulfillment. Personal motivation, self-realization, and passion have become increasingly important. Standardized benefits often hinder employees in pursuing this self-realization.

While the benefits may be well-intentioned or align with the company culture, they often leave employees feeling boxed in: “Take it or leave it.” How many of your employees actually use your benefits? And for those who don’t (or can’t), does it put them at a disadvantage?

Another problem with standardized benefits is the perception that employers are intruding on employees' personal lives, dictating how they should spend their time:
"We offer gym memberships."
Great—but what if an employee prefers kitesurfing to squeezing into an overcrowded gym after work?

Take Timo, for example.

His greatest passion is kitesurfing. He loves the water, the sun, and the feeling of freedom.
Going to the gym? Not his thing—not because he doesn’t enjoy exercise, but because he enjoys different kinds of exercise.

Then there’s Lisa.

She attends a live concert every month, no matter the genre. She’s passionate about music festivals, but her company doesn’t offer any support for her passion. There are no festival-related benefits.

Or maybe you recognize Markus.

Markus loves playing soccer and regularly visits a physiotherapist after a slipped disc. His company offers health benefits—mental health support through a coach. While nice, what Markus really needs is help with his physical pain.

Now imagine his company provided €50 in employee benefits each month, without locking him into specific providers. Markus could use that money flexibly—for example, to pay for his next physiotherapy session.

Employee benefits aren’t just a tool to attract more qualified applicants.
They’re a signal to employees that their company truly cares about them and supports them in their personal lives:

• In their favorite sports.
• In their personal talents and side projects.
• In their values.

These are employee benefits. So why don’t more companies give their workforce the freedom to choose benefits based on their passions?

Everyone has their own unique passion

For some, it’s raising their kids or playing guitar. For others, it’s pottery or learning exotic languages. These passions are often so individual that addressing each one is impossible. There will always be employees who feel left out.

Still, companies must acknowledge these passions if they want to retain employees long-term and build meaningful relationships. Because how do you connect with someone? Through emotions.

Now imagine the emotional connection that forms when an employee’s company supports their greatest interests and passions. Personalized benefits evoke a positive, lasting response. Employees don’t want to be limited in their choices. They want the freedom to decide which benefits suit them.

The solution lies in flexibility.

Want to give your employees more freedom and benefits that truly fit their lifestyle? Schedule a call today and take the first step with HelloBonnie toward a future of happier employees.