Standard benefits packages won’t cut it for Gen Z. Here’s how they’re raising the bar and what you can do to meet it in 3 easy ways.

The generation that won’t settle for more of the same. Gen Z is here and they’re changing the game.

Born between 1997 and 2012, they’ve grown up digital, purpose-driven, and ready to challenge how work works. By the end of 2025, they’ll make up a quarter of the global workforce

And here’s the thing: standard benefits packages aren’t cutting it anymore.

If you want to attract, engage, and retain Gen Z talent, you’ll need a benefits experience that feels as personal, digital, and values led as they are.  So being part of the Bristol Creative’s network let’s explore how this generation is raising the bar for benefits and what you can do to meet it.

Firstly, digital Natives Expect Digital-First Benefits!  Gen Z grew up with smartphones, social feeds, and instant everything. So, when they join your workforce, they expect the same seamless experience from your benefits. A company’s tech influences whether they want to work there. They expect business tools to be as intuitive as TikTok and as mobile-friendly as their banking apps. If your benefits platform feels clunky or old-school? You’ll lose them before they’ve even logged in.

Secondly, they care deeply about purpose. For Gen Z, work isn’t just a job. It’s a platform for impact. Often, purpose at work matters more than a pay cheque. If your benefits don’t reflect your social and environmental commitments, you’re missing a massive engagement driver.

Then there’s the whole avenue called “flexibility”. Gen Z doesn’t measure success by hours logged. They care about outcomes and flexibility of schedules. In addition, there’s flexibility with regards to personalised benefits which I have mentioned numerous times. Forget biscuit-cutter packages. Gen Z expects choice: mental health support (which is non-negotiable being essential not optional), help their sustainability goals/carbon footprint, help with student loan repayments, help with community impact…all good examples.

Why? Well, it’s not rocket science – lower turnover, higher engagement and it makes you stand out in the crowd as an employer.

Gen Z is raising the bar for what great benefits look like. If you’re still offering one-size-fits-all packages, you’re missing a huge opportunity to engage the workforce of tomorrow.

If nothing else just look at

Because if your benefits aren’t easy to access, easy to understand, and easy to love, they aren’t working hard enough.

Get your networking hat on in May, June and July! We have some brilliant networking opportunities over the next few months. They are free or discounted for Bristol Creative Industries members.

22 May: Screen industries meetup, Nine Tree Studios in Bristol

Our second screen industries meetup focuses on skills and opportunities for people in the industry, and the challenges for finding work or moving to different sectors.

The event is £5+VAT for BCI members, £8+VAT for non-members. Tickets include food and drinks. Register here.

22 May: BCI members’ lunch at The Square Club in Bristol

BCI’s free members’ lunches are the perfect opportunity to catch up with fellow members and the BCI team which enjoying a delicious Mediterranean buffet lunch too.

Register here.

10 June: Freelancer networking drinks at The Square Club

Open to freelancers and those who engage with freelancers, join this event to widen networks, make new connections, discuss common problems, and discover potential opportunities for collaboration.

The event is free with a free drink for BCI members, or £5+VAT for non-members.

Register here.

13 June: Walk & Talk outdoor networking in the Cotswolds

A great opportunity for members to make new connections whilst getting some much needed fresh air! This event is for BCI members only and costs £10+VAT.

Register here.

26 June: BCI members’ lunch at The Square Club in Bristol

Register here.

24 July: BCI members’ lunch at The Square Club in Bristol

Register here.

All About Guitar Partners with Distiller Music Group

Bristol, UK – March 25, 2025 – All About Guitar, the UK’s premier resource for guitar enthusiasts, is excited to announce a strategic partnership with Distiller Music Group. This collaboration aims to enhance the range of services offered to guitarists, combining All About Guitar’s expertise in custom-built instruments and educational content with Distiller’s renowned recording facilities and industry network.

David Gillam, founder of All About Guitar, expressed enthusiasm about the partnership:

“At All About Guitar, our mission has always been to support and inspire guitarists at every level. Teaming up with Distiller Music Group allows us to expand our offerings, providing unparalleled resources and opportunities for the guitar community.”

Expanded Services for Guitarists

This partnership introduces several enhanced services:

David Gillam added:

“This partnership is about more than just services; it’s about building a community where guitarists can thrive. Whether you’re a beginner or a seasoned professional, we’re here to support your musical journey.”

For more information, visit All About Guitar or Distiller Music Group.

Media Contact:

David Gillam

Founder, All About Guitar

About All About Guitar:

All About Guitar is the UK’s leading platform for guitar enthusiasts, offering custom-built instruments, professional setup and repair services, educational resources, and a supportive community for guitarists of all levels.

About Distiller Music Group:

Distiller Music Group is an independent, artist-focused company encompassing records, publishing, live events, and a state-of-the-art  recording studio. Their mission is to support musicians at every stage of their creative journey.

A couple of weeks back was Earth Day, and the 2025 theme is Our Power, Our Planet. This year, the Earth Day movement is uniting the globe around renewable energy to help us achieve ‘triple clean energy’ by 2030. Sustainability is at the heart of Bristol Creatives and as a community we should constantly strive to innovate and provide eco-friendly employee benefits.

But where do you start? Well, here’s a few pointers to embed sustainable and eco-friendly employee benefits into your business.

With CSR strategies becoming a must-have, companies are coming forward en masse to share their green credentials, giving birth to the term “Greenwashing”, where organisations talk the talk but don’t walk the walk when it comes to employee wellbeing practices. The same is true with greenwashing, but the scrutiny is even higher. If you make a claim about your environmental commitments, you must have the data to back it up. Without the data, it’s simply talk, and you’re at risk of being seen by your clients, consumers, and partners as greenwashing.

Clients and employees increasingly seek businesses that do good environmentally and socially, but they will also want to see the proof. Being branded a greenwasher will harm your reputation among employees, clients and partners, and you could find yourself in court.

So, how do you get CSR right? What are eco-friendly business practices?

There’s a long list of ways you can embed sustainability into your business through eco-friendly benefits and ways of working.   Employees want to work for a business that authentically demonstrates ethical behaviours, and they’re scrutinising your corporate social responsibility policy alongside your Employee Value Proposition (EVP).  Conscious quitting is a growing trend among socially conscious employees seeking equally socially conscious employers who contribute to the communities and environment in which they exist. By 2025, Millennials will make up nearly three quarters of the global workforce, and they’re looking for socially responsible employers.

Climate anxiety is real, especially among the younger generations, and these are the people who will make up the future workforce. Research tells us that young people don’t think the government is doing enough to avoid a climate crisis and expect their employers to act responsibly.

How can business’s embrace sustainable business practices through eco-friendly employee benefits. How about helping employee’s retro fit their homes…double bonus of improved financial wellbeing with energy bill savings and improvements in sustainability?

You can’t discuss eco-friendly employee benefits without stepping into the world of green car and cycle to work schemes. Both encourage greener ways of commuting to work, whether by an electric vehicle or bike and bring tax and NIC savings to employers and employees.  Greener commuting and money back in your pocket!  The more employees who take up a salary sacrifice scheme within your business, the more you’ll save on National Insurance Contributions. Cycling promotes physical wellbeing, and healthy people have less sickness absence = another saving to your outgoings. Your employees’ finances also benefit from a reduction in the taxable element of their payslips.

Cycling may not be feasible for those travelling long distances, but with your support, they can still make their commute greener. Offer your employees a salary sacrifice car scheme to create tax savings and make low-emission travel more affordable.

How about considering CSR Partnerships? Embedding paid volunteering opportunities into your strategy boosts morale, social value, and engagement. There are clear benefits to the business, such as being more attractive to potential partners and customers, but it isn’t without cost.  Whenever you pay for a person to be out of the business, you’re funding time that’s essentially non-productive from a business output perspective.

Still, most employees think their employers should incorporate paid volunteering days as an employee benefit, claiming it allows them to learn new skills they can bring back to the business. There are employee benefit providers that allow employee to access even more volunteering opportunities within their local communities and is proving incredibly popular – a definite morale booster!

Post COVID flexibility in contracts is becoming the norm, which is excellent because they’re in demand. There are also measurable business benefits, such as a high increase in productivity. Offering flexible, hybrid, and remote contracts helps talent acquisition and retention, with two thirds of job seekers claiming they’d reject a role that didn’t offer flexibility. The more flexible you are as an employer, the more you support your employees in finding a healthy work-life balance, which will increase employee engagement levels.

From a sustainable business practices perspective, there are additional benefits to having a hybrid workforce including lower fuel and energy usage within the office and fewer employees driving to the office means lower emissions that you can chart against your climate or social value pledge.

The process of running a PPC campaign has been streamlined over the years thanks to improvements with automated bidding. You can turn it on, let machine learning calculate the right bid that aligns with the stated goals for your ads, and get decent results.

Running a successful PPC campaign, however, where you have an advantage over your competition, requires more effort and – crucially – a deeper understanding of the mechanics and key elements of Google Ads.

One such element is Quality Score and this is what we’ll be looking at in detail in this article.

Quality Score Defined

On the most basic level, Quality Score is a way of judging elements of a Google Ads campaign. It goes from 1 to 10, where the higher the number, the better the ad.

On a more granular level, Quality Score is used by Google to qualify how relevant a keyword has been using data from past ad auctions. An ad that has a keyword with a high quality score is deemed to be more useful, so that ad will have a better chance of ranking high for searchers using that particular keyword.

There are three major components that determine Quality Score.

Quality Score Components

Ad Rank and Quality Score

Quality Score in itself is not used to rank ads. Google specifically uses the Quality Score of an ad to see if it’s worth entering into ad auctions where ad ranking actually happens. An ad with a very low Quality Score will suffer, as it just won’t get entered into ad auctions, because Google finds it irrelevant and therefore not useful to searchers.

When Quality Score is combined with a bid, it produces something called Ad Rank. Ad Rank determines where an ad appears in the auction for a particular keyword. So, the better Ad Rank you’ve got, the higher up the paid listings that you’ll appear.

How to Improve Quality Score

While Quality Score is calculated automatically, that doesn’t mean you’re completely at the mercy of Google. You can still take actions that can affect Quality Score.

Ad Relevance – Segmentation and Structure

To ensure that your ads get shown to the right people, you want to have an orderly structure to your overall PPC campaign. Lumping too many different topics together into one campaign will lead you nowhere. The right move would be to implement segmentation, wherein you have multiple groups that have been split into granular themes targeting specific keywords.

Segmentation allows you to be more targeted in terms of your keyword usage within the ad copy itself. The more targeted your ad copy is to a particular keyword, the more relevant you are, the more clicks you’re going to get, and the more likely you are going to get a positive experience from someone who clicks on your ad.

Expected Click-through Rate – Keyword Match Types

It can be difficult to optimise expected CTR considering historical data plays a role in this factor. When you first start a campaign, how does Google know what your expected CTR should be? It will rely on its algorithms to come up with a guesstimate first, so you’ll have to wait for Google to collect real live data once your campaign is running to get a more accurate evaluation.

What you can do is make better use of keyword match types. Going broad with a keyword like “accountant” will result in a very low expected CTR. It would be much better to use an exact match type keyword like “accountants Bristol” since it targets a much more specific audience. You also need to be going through your search query report to make sure that any irrelevant keywords that are triggering your ads are being added as negatives.

Landing Page Relevance – Keyword Usage and Competitor Research

You can improve landing page relevance simply through good keyword usage. Make sure you’re covering all your bases by having targeted keywords in your page title, meta title, heading above the fold, subheadings, and in the copy. Consider synonyms and other words related to your targeted keywords as well when writing the copy for the landing page.

Another good practice is to look at the landing pages of your competitors. If they’re already established in their space, it’s likely they’re optimising their landing pages. Do competitor research to get an idea of what works for your industry.

Quality Score and Cost Per Click

Quality Score can affect how much you’ll pay per click on your ad. In effect, it’s like having either a penalty on your bid if your ad’s Quality Score is low and a discount if it’s high. You can get as high as a 50% discount on your ad’s CPC if its Quality Score is 10. On the other end of the spectrum, you can get penalised by as much as 400% if your ad’s Quality Score is 1. It quite literally pays to improve your Quality Score as much as you can.

Keys to Improving Quality Score

Quality Score contributes to how high your ads will rank and how much they will cost. Improving it results in a more successful, cost-efficient PPC campaign. Understand your audience, how your keywords match their search intent, and what actions you want them to take when they click on your ad. Keep those in mind, and you’ll be improving your ads’ Quality Scores with granular campaigns, keyword-targeted copy, and seamlessly connected landing pages.

In a time where hybrid or fully remote working is becoming increasingly more common, it is really important to be able to make the most of your work environment. Sitting at your desk all day may seem like the best way to complete all of your tasks for the day, but there is only so long a human can focus before productivity begins to take a nose-dive. There are lots of small, easy changes you can make to your working day in order to ensure you are as motivated and productive as you can be, whilst still looking after your wellbeing. Here are our 5 favourite tips for increasing productivity at your desk!

1. Leave your desk

Sounds counter-intuitive doesn’t it? Well, plenty of studies have shown that taking regular breaks away from your desk increase your productivity when you are back at your desk. Give your mind a break from your workload by taking a walk, grabbing a coffee or just getting some fresh air, which is proven to massively increase focus.

2. Stay hydrated

It is really important to stay hydrated, both in and out of the office. Increased water consumption improves energy levels and the quality of your sleep, both of which will have an impact on the quality and speed at which you complete your work. Whilst a cup of tea or coffee will aid rehydration, it is a good idea to keep a bottle of water at your desk so that you can drink throughout the day.

3. Look after your space

Think about what motivates or inspires you, without distracting you. Studies have shown that having pictures of loved ones, plants or other small personal belongings provide a quick mood boost and can increase focus. Ensuring your desk space is personalised to you but not cluttered is a good way to make the workday run a little smoother. Staying on top of organisation and storage also reduces the time you’ll spend hunting for that file or favourite pen, which can lead to further distractions!

4. Break it down

If your to-do list is seemingly never-ending, it’s easy to feel demotivated and like you aren’t actually achieving anything. Breaking down big jobs in to smaller, more manageable tasks creates an easy plan to follow, as well as a huge feeling of accomplishment when you complete everything on your list for that day. Setting yourself smaller goals for the day mean you don’t feel overwhelmed, and you might find yourself surpassing your targets, which will further add to your sense of achievement.

5. Keep connected

So you’ve tried everything, been for a walk, had some water, looked at your office plants, but your workload still seems to be increasing and you can’t seem to get going? Talk to your co-workers, or the other people in your office, whether it’s on zoom, email, or face to face, the chances are that if you are experiencing a dip in productivity, they may be able to help. Either by reminding you of what the end goal is for your task or project, or by helping you manage some of your workload, the people around you are all part of your support network, and being able to engage with and offer assistance to your colleagues can have a feel-good effect on you as well.

For more great tips or resources that help increase productivity in the workplace, we like SnackNation’s blog: 34 Ways To Be More Productive At Work

Wellbeing matters and is THE core key feature within any employee benefits package.

Wellbeing (noun) Definition: A good or satisfactory condition of existence; a state characterised by health, happiness, and prosperity.

We know that employee happiness and wellbeing are directly linked to the benefits they receive. Employees who feel valued and happy at work are more productive and effective in their roles. Additionally, organisations that provide appropriate benefits to support employee wellbeing are more likely to foster engaged and high-performing teams.

In today’s fast-paced, competitive corporate world, prioritising employee wellbeing is no longer a perk, but a necessity.

But why does employee wellbeing matter?

Employee wellbeing goes beyond physical health, it also includes mental, emotional, and financial wellness. Employers who invest in the wellbeing of their workforce not only meet their Duty of Care obligations but also create a positive workplace culture. This results in higher retention levels and enhanced productivity.

According to latest research, 82% businesses have seen their employees demanding more wellbeing benefits, with 56% of employees saying that they would leave their job if another company offered them a better benefits package.  In addition, it’s widely recognised the need for benefits packages to address unprecedented employee stress levels causing burnout, decreased engagement, and higher absenteeism, highlighting how great wellbeing and benefits are not just good for employees; they are good for business.

Tangible benefits, especially those with high (perceived) value, can significantly boost employee morale and fulfilment. There is a lot of noise now for electric vehicles supplied as an employee benefit. A brand-new car, for example, is more than just a mode of transport, it’s a symbol of appreciation, recognition and support from an employer. Car benefit schemes not only signify support and recognition to employees, elevating job satisfaction and motivation but they also host several other perks that boost workplace wellbeing and engagement levels.  One benefit of the scheme to employee wellbeing is financial peace of mind. Employees don’t need to worry about car loans, credit checks or deposits. A fixed monthly reduction from their salary covers it all- insurance, tyres, VED, servicing, and even breakdown cover.

Sustainable benefits have become vital to the wellbeing of a large proportion of employees in recent years, particularly Gen Z and Millennials.   Offering environmentally conscious benefits, like EV schemes, helps promote a sustainable culture that aligns with employee’s values. As an added benefit, it also supports corporate social responsibility (CSR) goals.

 

It’s the question every Business and HR leader asks. You’ve rolled out new benefits, negotiated better coverage, even launched a whole new platform. But after all the internal comms, budget cycles, and supplier meetings, how do you know it’s working?

If your first instinct is to reach for usage stats or participation rates, you’re not alone. But true success in benefits design isn’t only measured in dashboards. It shows up in how people feel, how they work, and how they talk about your company when no one’s watching.

Here’s what measuring success really looks like.

Employees are happier (and it shows)

The most successful benefits programmes don’t just boost uptake; they boost morale. When employees feel genuinely supported and valued, that sense of security and appreciation spills into how they show up at work, and how they talk about your business when they’re not at work.

You see it in how confidently people recommend your company to others. You feel it in team energy, reduced attrition, and stronger engagement. In fact, plenty of research shows that benefits are one of the biggest drivers of overall job satisfaction, right behind pay.

Happiness at work is about creating an environment where people feel like their wellbeing is genuinely supported, and where they can bring their full lives not just their job titles to the table.

There is genuine flexibility

A one-size-fits-all approach might be simple to manage, but it rarely delivers what today’s employees need. This is especially true for organisations managing larger workforces with varied cultural norms, regulatory frameworks, and expectations.

Successful programmes prioritise real flexibility: custom allowances, region-specific design, and meaningful choices that reflect employees’ personal lives and priorities.  It’s not about offering everything, but about curating something thoughtful and responsive, and allowing space for people to make it their own.

You hear stories, not just see stats

The most meaningful benefits are the ones people remember for life, not the ones they click on most.

Last week I wrote an example about how people remember getting access to fertility support that led to a baby, receiving healthcare when they needed it most, or being able to visit family because of an annual leave purchase scheme. This stuff is harder to put a number on, but infinitely more impactful.

None of these outcomes show up neatly in a usage report. But their impact? It’s enormous. Not just for the person involved, but for everyone who sees that story unfold, and quietly logs it as a reason to stay.

Storytelling isn’t fluffy. It’s one of the most powerful ways to measure emotional ROI and increasingly, it’s what leadership teams care about. If any business leader can explain the value of their benefits programme through stories, not just numbers, they’re doing something right.

Engagement over spend

Companies are investing huge amounts into employee benefits, but many struggle with low awareness and poor utilisation. This isn’t always a design problem it’s often a communication problem.

If your employees can’t name even three benefits they have access to, that’s not on them. A successful programme is one that people remember. One that shows up in their lives in relevant, timely ways. One they can talk about without needing to consult a portal or policy document.

The bottom line? Focus on impact over optics

A successful benefits strategy isn’t about chasing 80% participation rates or offering the longest list of perks. It’s about building something that matters. That makes people feel supported, empowered, and proud to work for you.

That might look like:

And stories that connect the dots between policy and real life!

Here’s how forward-thinking companies are stretching their employee benefits budget while delivering high-impact employee experiences.

In today’s economic climate, business and HR leaders are under more pressure than ever to do more with less. But making your employee benefits budget go further isn’t just about cost-cutting, it’s about spending smarter. The key? Reimagine you’re spending to create effective benefits for your team.

Here’s how leading organisations are stretching their employee benefits budget while delivering high-impact employee experiences.

Stop equating impact with cost

One of the biggest misconceptions in benefits design is that higher spend automatically means better strategy. But great benefits aren’t defined by price tags. They’re defined by relevance, accessibility, and alignment with what your people need.

Too often, businesses pour money into legacy schemes or overlapping policies with low visibility and poor utilisation. Instead, a smart approach focuses on realigning spend to improve impact.

Start by asking:

 Why prevention is more important than intervention

Prevention is better than cure, and cheaper too. Many employers still spend disproportionately on reactive benefits (like medical insurance) over proactive ones (like wellness, mental health and preventative care).

That’s a missed opportunity. Proactive benefits reduce downstream costs, from insurance premiums to sick days. And many of them come baked into existing products, such as virtual GP access or gym discounts. These extras are often buried in fine print. If they’re not visible to employees, they’re not really benefits.

Find your hidden wins

There’s often untapped value sitting in your current scheme. From EAPs to death-in-service benefits, many include ancillary offerings that never get used simply because they aren’t visible.

Audit what you’re already paying for and ask:

  1. What features are underutilised?
  2. Could they replace something else you’re funding separately?
  3. Are you paying twice for the same thing in different places?

Bringing these hidden benefits to the surface can increase perceived value and boost engagement without increasing spend

Make the most of salary sacrifice and tax savings

If you’re in the UK, you have access to powerful tools that can generate budget through tax efficiencies. Benefits like workplace nursery, cycle-to-work, EV leasing, and annual leave purchase can be offered through salary sacrifice, reducing employer NIC contributions.

Those savings can be reinvested elsewhere. For example, one employer used their savings from annual leave trading to fund fertility support and wellbeing allowances all without adding to their overall benefits budget.

Reallocate, don’t just add

You don’t need to spend more to do better. Many businesses can reallocate 20-30% of their current benefits budget by identifying low-impact coverage and redesigning based on what employees’ value.

Consider:

Designing with flexibility opens space to offer more relevant and personalised benefits without increasing cost.

Personalisation doesn’t have to be expensive

Modern employees expect choice. And personalisation is no longer a luxury, it’s table stakes. Flexible benefits platforms let employers offer a wide range of voluntary benefits, allowances and salary sacrifice options with minimal admin. You can even offer flexibility within existing benefits by allowing employees to adjust their coverage levels or add dependents at their own cost.

Communicate like it matters (because it does)

A benefit employees don’t know about isn’t really a benefit. Awareness drives engagement, and engagement drives value.

Yet many benefits teams launch new schemes with a single email and hope for the best. Instead:

If you’re not investing in communication, you’re leaving ROI on the table.

Redefine success

Utilisation alone is not the measure of success. Some benefits, like fertility support, menopause care or neurodivergent coaching, will only ever impact a small portion of your workforce. But when they do, they change lives.

When your finance team asks, “Why are we paying for this?” be ready with the answer: because retention, wellbeing, and employee trust aren’t built on averages. They’re built on moments that matter.

Getting more from your employee benefits budget isn’t about trimming. It’s about redesigning with purpose. When you:

  1. Audit what you already offer
  2. Streamline spend
  3. Use salary sacrifice
  4. Personalise the experience

…you’ll be amazed at what’s possible!

Are you searching for a dedicated workspace in Bristol or Bath that combines privacy with the benefits of a vibrant creative community? Our Trinity Church location has a limited number of 2-desk and 4-desk studios available, ideal for small teams, creative partnerships, and growing businesses. And our Brunswick Square location has one 9-desk studio available.

The studio available at Brunswick Square is flooded with natural light from beautiful Georgian windows across two sides of the space.

Our glass-fronted studios at Trinity Church provide quiet, private spaces while still offering views of a dynamic co-working environment. These studios are designed to help you focus while keeping you connected to the wider community.

Main_cowork_space_Gather_Round

 

Gather Round is more than a workspace. It’s a creative hub with fantastic amenities, including:

Designed by creatives for creatives, we offer a packed events calendar, numerous collaboration opportunities, and a welcoming atmosphere.

With over 100 members already on board, you’ll become part of a supportive network of like-minded individuals. As a studio member, you’ll have full access to all community events, perks, and chances to connect with fellow creatives. At Gather Round, community is at the heart of everything we do. Whether you’re a morning person who enjoys fantastic pastries and a good conversation at our breakfasts or someone who prefers to join us for team drinks later in the day, we have something for everyone! With the sun finally shining, we can’t wait to landscape our outdoor space for summer picnics; we will definitely make passersby jealous!

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Get in touch today to book a tour and experience the Gather Round community for yourself!

Photo credit to Julian Preece.