Which employee benefits make you an attractive employer?
Workations abroad, workplace massages, personal trainers, or bringing your dog to the office—these benefits no longer surprise us. The range of secondary employment benefits is expanding. But which perks make you an attractive employer, according to Employee Experience (EX) expert Heleen Mes?
The U.S. is known for extravagant workplace perks, from on-site nail stylists to employer-funded egg freezing. While the Netherlands hasn’t reached that level yet, Dutch employers are increasingly offering attractive benefits beyond salary, vacation pay, pensions, and overtime compensation.
Strengthening the employer brand
“Secondary benefits should not only be competitive but also reinforce your employer brand,” says Paul Brink, founder of consultancy firm Not Secondary. “Consider what makes your organization unique and create benefits that align with your purpose, vision, values, products, and services.”
Inspiring examples:
- At automotive service company KwikFit, employees can obtain their driver’s license (category B) at the company’s expense.
- Tony’s Chocolonely offers employees unlimited chocolate.
- Travel app Polarsteps rewards employees with a plane ticket to a destination they haven’t visited before—on the condition that they share their journey using (unsurprisingly) Polarsteps.
- Insurance company Achmea, committed to “Sustainable Living Together,” provides employees with a €2,500 tax-free climate budget for home sustainability improvements.
Well-being and work-life integration
The focus on sustainable employability, employee vitality, and reducing work pressure has led to a growing market for well-being and work-life balance services. Employers are increasingly supporting employees in maintaining balance throughout all life stages.
Inspiring examples:
- Open access to 1:1 online coaching for work or personal challenges, through platforms like OpenUp.
- Employers offering guaranteed childcare, flexible schedules, or even in-house childcare via partnerships like WorkFamily Solutions.
- Subscription-based babysitting services for children or pets, such as Charly Cares.
- Support for caregivers via company accounts with caregiving apps like We4U or Fello, helping employees coordinate help from family, friends, and colleagues.
No one-size-fits-all approach
No two employees are the same. Employers are not only managing generational differences but also diverse needs regarding benefits. Allowing employees to choose which benefits they want—and to what extent—helps cater to individual preferences without increasing costs.
Inspiring examples:
- Allowing employees to choose their own holidays instead of adhering to standard Christian holidays.
- Giving employees flexibility in how their vacation pay and potential 13th-month bonus are paid—annually, multiple times a year, or monthly.
- Expanding the ability to buy or sell vacation days or save for a sabbatical by converting profit-sharing bonuses.
- “Pay on demand” salary payments—employees can request part of their salary whenever needed via an app, similar to a Tikkie (popular in the Netherlands). Particularly loved by younger employees with side jobs (e.g., Jixbee.com).
Reward statement: make benefits vsible
Many employees are unaware of the benefits their employer provides. Long and complex collective labor agreements (CAOs) and hard-to-navigate intranets often contribute to this. Some employers even avoid communicating benefits to control costs—missing a crucial opportunity to enhance their attractiveness as an employer.
“There is a strong trend toward making CAO agreements more accessible in plain language,” says Brink. “CAO parties are actively working on this.” Clearly outlining the benefits an organization offers helps employees appreciate their total compensation package. A well-structured and easy-to-read Reward Statement can be especially useful for new employees.
Technology plays a key role in making benefits transparent. A chatbot or app that answers questions, provides real-time insight into personal rewards, sends reminders (“You still have €500 of training budget left this year!”), highlights exchange options, and suggests relevant benefits (“Others also used…”) can make benefits more accessible and engaging. Modern benefits for the modern workplace!
