Utilizing Benefits to Attract Diverse Talent: Building the Foundation Before They Arrive
When Matthew Legere and his family faced a devastating pregnancy loss, he submitted for bereavement leave at work. He was denied. “They said because the baby wasn’t actually born, I didn't qualify for bereavement leave,” Legere said. “Now, if you asked me at that moment if I felt valued as an employee, no. No, I did not.”While this example is startling, it’s unfortunately not uncommon. Progressive employers need to account for all the nuances and complexities of an employee’s life when crafting a benefits package with care, dignity, and respect.By looking at your benefits plan through a variety of lenses and thinking about your employees’ diverse needs, you can build a plan that allows individuals and their families to feel seen, heard, and valued through the benefits that you offer. “By addressing unmet needs, we believe you can truly drive engagement with your current employees. But it also casts a vision that’s attractive to a prospective employee, making it so that your story can truly become their story,” Legere said.Legere, now SVP of Brown & Brown, the fifth largest benefits consultant in the country, shared his top tips during a thought leadership spotlight at From Day One’s November virtual conference.Building out an employee benefits package that is comprehensive and sensitive to a variety of lifestyles and situations is integral to workforce acquisition and retention. Of course, employers cannot envision those needs in a bubble. There is a difference between a vision and a shared vision, Legere says. “If we have an opportunity to get feedback from the talent market, or even our current employees on how well we’re solving for a diverse employee benefit program, that is what’s going to be most effective,” Legere said. Shared visions attract more people, sustain higher levels of motivation, and withstand more challenges.Surveying Employee ValuesLegere cites a 2023 study from MetLife of the top desired employee benefits, which include, in order of importance, health, paid leave, 401(k), dental, vision, life insurance, and disability.But importantly, Legere notes, these rankings changed from generation to generation. “You have to get a sense of who your current population is as well as who you’re trying to attract and what their needs are,” Legere said. “What they expect for benefits could vary significantly.”It’s also important to pay attention to what trends change over time. For example, from 2020 to 2023, there was a 100% increase in employees surveyed who prioritized wellness benefits like gym memberships and employee assistance programs. Your employee benefits need to change along with the cultural climate in order to stay competitive. Legere also shared that employers tend to significantly overestimate their employees’ well-being and satisfaction, and encourages them to be proactive in crafting a package that reflects their actual current circumstances.Moving from Buzzword to ActionMatthew Legere, senior vice president of Brown & Brown, led the thought leadership spotlight (company photo)Talking with employers, Legere found that while many talked about diversity, equity, and inclusion, they weren’t really taking steps to move the needle. “Craft strategies, policies, practices, and procedures, for everybody at every aspect to feel valued,” Legere said. That means taking into consideration all aspects of life wellness and creating policies that are effective for all generations in your workplace. It’s also crucial to recognize the different steps of an employee’s life journey both in and out of the office, and account for diversity, equity, inclusion, and belonging.Using national statistics like Gallup polls or the U.S. census, employees can project an estimate of how their workplace population might be impacted by categories like LGBTQIA+, family planning, veteran status, working parents, and build out a benefits plan accordingly.An effective plan should be valued by all employees, encompassing all of their intersectional identities. “You want to be relevant to your employees in those key areas and offer benefits specifically for them.”Legere and his team at Brown & Brown offer assessments for organizations to see how their benefits packages address the needs of certain populations and find where there might be gaps. They can also show the cost/benefit analysis, in other words, how much an employer has to pay for a benefit vs. the positive economic impact it would potentially have on an employee.Executing the Benefits Strategy and Looking AheadAlongside benefit strategy decisions, Legere says employers have several opportunities to embed relevant DEIB themes across their HR and benefits communication. Employees and their family members receive inclusive content, DEIB culture messages, and targeted materials. It’s important to use inclusive language in these communications. Legere shares an example of using the term “chosen family” alongside “nuclear family” when talking about holiday celebrations, which is potentially more welcoming to LGBTQIA+ employees. “Having intentional and inclusive language woven into communications can be significant,” he said.Legere advises employers to identify their target employee audience, then take a look at their current benefits partners to make sure they are offering the depth, breadth, and cultural sensitivity that is best-suited to that community. If they are not, it’s time to make a change.Ultimately, it comes down to what is best for the employee when they are at their time of greatest need and vulnerability. “If you can be relevant with what your employees or prospective employees are talking about at their kitchen table,” Legere said, “you're going to help them feel so seen.”Editor’s note: From Day One thanks our partner, Brown & Brown, for sponsoring this thought leadership spotlight. Katie Chambers is a freelance writer and award-winning communications executive with a lifelong commitment to supporting artists and advocating for inclusion. Her work has been seen in HuffPost, Honeysuckle Magazine, and several printed essay collections, among others, and she has appeared on Cheddar News, iWomanTV, and CBS New York.