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:
- Better communications that drive awareness, not just noise
- Regional flexibility that shows cultural intelligence
- Tools that surface hidden benefits at the right time
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:
- Are we funding the right benefits?
- Are there areas where we’re duplicating or under-communicating?
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:
- What features are underutilised?
- Could they replace something else you’re funding separately?
- 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:
- Reducing default life assurance from 4x to 2x salary
- Re-evaluating income protection design
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:
- Tie communications into key life and work moments
- Use storytelling and employee use cases to bring benefits to life
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:
- Audit what you already offer
- Streamline spend
- Use salary sacrifice
- Personalise the experience
…you’ll be amazed at what’s possible!
Business Leaders & HR are under a lot of pressure here in the South-West. Employer NI increases are now with us, limited budgets, and rising expectations from talent. So, when you’re building out a benefits package, it’s natural to prioritise the ones that tick the “most people, most of the time” box. But if you want your benefits strategy to build loyalty, protect productivity, and future-proof your workforce, you must think differently. In my experience, utilisation isn’t always the right way to measure the success of a benefit. Some benefits might only impact a handful of people, but for those people, it can mean everything. If we’re serious about inclusive benefits, we must meet people where they are, even if that need isn’t common.
Because some of the highest-impact benefits are the ones your employees won’t use often. They’re the ones that quietly sit in the background until someone has a real need and suddenly, that benefit becomes the reason they stay, not leave. What do I mean by that? Here’s some examples of what that looks like in practice.
For example, Fertility & Reproductive Health Benefits. Offering fertility support (Egg freezing, IVF, donor support, surrogacy navigation) can feel and sound like a niche benefit. Most employees won’t use it. So why invest?
Because the absence of support comes with hidden costs. Research tells us that 1 in 7 UK couples experience fertility issues. IVF takes a physical and emotional toll: constant appointments, hormonal treatments, failed cycles…all while employees try to show up at work. Many reduce hours, take sick days, or even quietly leave during treatment. Others are forced to spend tens of thousands privately, causing financial and emotional stress. This disproportionately affects women in their 30s and 40s. But it doesn’t stop there: LGBTQ+ employees face unique financial and medical hurdles to build families. Without support, they’re more likely to churn or disengage. Offering benefits here isn’t just about doing the right thing; it’s about retaining high-value talent at a moment when they have big life choices to make. And for every employee who doesn’t use it? They see the offer. They see what kind of employer you are.
Keeping on the similar theme, another example is keeping Workplace Nursery Schemes. Childcare is the *1 reason working parents (especially mothers) scale back or leave the workforce. It’s not anecdotal. It’s backed by data across every sector. Workplace nursery salary sacrifice schemes reduce the cost of registered childcare by allowing payments from gross salary. This can mean thousands saved per year. And not from your HR budget, but via tax-efficient mechanisms. It’s one of the most financially meaningful benefits you can offer parents, yet uptake remains low in most organisations. Why? Because many employers don’t make the most of communicating it. Offering this benefit (and making it visible) removes one of the biggest logistical and emotional barriers to returning after parental leave. And it doesn’t just keep people in their jobs; it helps them re-engage faster, with fewer compromises and more long-term commitment.
Finally, another example are Income protection and Critical Illness benefits. When an employee becomes seriously ill or injured, it’s not just a health crisis, it’s a life interruption. Suddenly, work becomes impossible. And without structured support, income often disappears just when stability is needed most. Income protection fills that gap. It ensures an employee continues to receive a portion of their salary while they recover, allowing them to focus on getting better, not on whether they can pay their mortgage. And that continuity materially improves the odds of a full, confident return to work.
For Business Leaders and HR, this is where lower-utilisation benefits prove their worth. Income protection shortens recovery time, reduces presenteeism, and increases the likelihood that skilled, experienced employees don’t exit permanently. And when other team members see that their employer has their back, even in worst-case scenarios, it builds a level of trust that policies alone can’t buy.
All the above examples do not scale…and that’s the point!
Low-utilisation benefits aren’t supposed to serve everyone, every day. They’re designed to catch people in their most vulnerable, high-stakes moments. That trust is a lever for everything you care about retention, engagement, productivity, culture.
Business Leaders and HR often get told to “think creatively & strategically.” (This is the Bristol Creative’s Community, right?) Here’s the truth: empathy is strategic. Investing in benefits that show foresight, nuance and care is how you build a workforce that stays, grows and delivers. Because when your employees are most in need, they won’t care about your summer social. They’ll care about whether you were there when it counted.
And if you were? They won’t forget it.
Becoming a member of Bristol Creative Industries brings many benefits. We regularly add new opportunities so here is a guide to the latest benefits you can enjoy by signing up. This post is regularly updated.
Join Bristol Creative Industries from only £4.95 a month.
Appear in the member directory
Showcase your best work and attract new clients with a company profile in the Bristol Creative Industries member directory. The directory receives lots of visits every month from people looking for services from creative businesses.
Self-publish content
Got some business advice or news to share? As a Bristol Creative Industries member you can self-publish content on our website and it will automatically appear on your member profile. We upgrade great content to the newsfeed and homepage, while four posts by members are included in our monthly email newsletter.
To get an idea of the content topics that do well, here are the top 30 most popular posts by members in 2024.
Bristol Creative Industries member Jessica Morgan from Carnsight Communications discussed the benefits of posting content in this interview.
Advertise jobs on the BCI jobs board
The Bristol Creative Industries jobs board attracts thousands of job hunters every month. As part of your membership, you can post unlimited free job adverts, saving you on average £3,500 per candidate.
Piers Tincknell, co-founder of Atomic Smash, is one of BCI’s longest serving members and he told us in a member profile interview how he regularly uses the jobs board to recruit new employees.
Attend members’ lunches
BCI’s monthly members’ lunches are a perfect opportunity for members to catch up with fellow members and the BCI team.
Everyone has a slot of up to three minutes to tell the others a little about who they are and what they do and share any news and/or challenges. You don’t need to fill the full three minutes. We usually find some common themes emerge to discuss over the course of the session. It’s all very informal with no need to stand up and present slides.
The events are free to attend for members, take place at The Square Club in Bristol and include a free buffet lunch.
Check the events section of details of the next lunches.
Discounts for keynotes, workshops and other events
Our flagship keynote events and workshops feature world class speakers sharing their expertise. It’s a unique opportunity to access valuable insights for growing your business. Bristol Creative Industries members receive a ticket discount.
An example of a keynote event is the brilliant annual presentation on social media trends delivered by Drew Benvie, founder of global social media consultancy Battenhall, and Graham MacVoy telling the inspiring story of the Wake the Tiger immersive world of adventure in Bristol.
Our regular freelancer networking drinks are free with a free drink for members. Remaining events in 2025 take place at 5.30 – 8pm on 1 April, 10 June, 9 September and 11 November.
Keen an eye on the events section for the latest events. You can also sign up to the monthly BCI Bulletin to be notified of events.
Attend and host Wake Up Call
Wake Up Call is a member exclusive live webinar that takes place every other Friday at 8.30-9am. The content is delivered by members for members.
Attending the free event gives you access to valuable insights from your fellow members and if you host a Wake Up Call, you can share your expertise and attract potential new clients.
See details for upcoming Wake Up Call events in our events section.
If you’re a BCI member and you’d liked to deliver a presentation on a topic of your choice during Wake Up Call, email Dan Martin.
Equity, diversity and inclusion training
Research shows that diverse teams are more creative problem solvers, bringing fresh perspectives to solutions, against the echo-chamber effect that results when people in a business come from too-similar backgrounds. With a strong focus on diversity and inclusion, employees feel valued and that they belong.
To help Bristol Creative Industries members achieve this, we have partnered with The Hobbs Consultancy to provide on demand equity, diversity and inclusion (ED&I) e-learning.
The CPD certified online course consists of modules to help you bring about positive change in your business, understand the key challenges in the way for different groups, and explore your own biases and how to overcome them.
The training modules take an in-depth look at different diversity and inclusion topics: race, disability, LGBTQ+, neurodiversity, gender (split into female leadership, masculinity, gender identity), age and social mobility in the workplace.
The price of the training for BCI members is £120+VAT. All profits will be ploughed back into our youth engagement activity.
To access this brilliant training opportunity, log into your Bristol Creative Industries account and click on the ‘members’ training’ section.
Join outdoor networking events
The regular BCI Walk & Talk networking sessions are for a group of BCI members who don their walking boots and explore the stunning countryside around Bristol and Bath.
It’s a great opportunity for members to make some new connections whilst getting some much needed fresh air!
The next outdoor networking event is on 13 June and you can register here.
Attend exclusive roundtables
We host regular roundtables for agency leaders to discuss strategic challenges. These events are vital for us to hear from the member community about the key issues you are facing and how we can help. A roundtable on funding led to us creating this popular and regularly updated guide to the latest finance on offer to creative businesses.
If you are interested in getting involved with future roundtables, email Alli Nicholas.
Other benefits
We regularly deliver other member benefits, such as free legal surgeries on 23 May and 27 June, and a free people strategy and HR surgery on 2 May.
To stay updated on the latest benefits, sign up to the monthly BCI Bulletin.
Discounts on workspace, hotels and more
Reductions on co-working spaces, meeting rooms, hotel accommodation, a recruitment strategy review and a coffee subscription are just some of the many discounts and offers we’ve negotiated for members.
Join Bristol Creative Industries from only £4.95 a month.
If you have any questions about membership, email Alli Nicholas
AI is transforming employee benefits—enhancing engagement, streamlining admin, and driving smarter decisions. Let’s explore how AI-powered personalisation, automation, and predictive analytics are shaping the future of benefits in and around Bristol.
Better decision making. Enhancing employee engagement…AI is changing benefits, fast. From reshaping how companies design benefits to how admin manage them, this tech is like nothing we’ve seen before.
So, how exactly is technology shaping the future of employee benefits? Let’s delve deeper into some of the most significant trends and predictions.
1. AI-driven personalisation
One-size-fits-all benefits packages are quickly becoming a thing of the past. Employees today expect benefits tailored to their unique needs and lifestyles. AI is making this a reality by analysing vast amounts of data—demographics, preferences, claims history, and even engagement patterns—to recommend the most relevant benefits for each individual.
For example, AI-powered benefits platforms may soon be able to suggest healthcare plans based on an employee’s past usage or recommend well-being programmes tailored to their stress levels or fitness goals. This kind of personalisation could help companies deliver benefits that really make a difference for their workforce, ultimately leading to greater satisfaction and retention.
2. Streamlining benefits administration with automation
AI and automation tools are changing the game by handling repetitive administrative tasks such as enrolment processing, compliance checks, and payroll integrations.
By automating these functions, Business Leaders and HR teams can free up valuable time to focus on strategic initiatives, such as improving employee engagement and workforce planning. Moreover, automation minimises errors, ensuring that benefits data remains accurate and up-to-date.
3. Improving employee experience with chatbots and virtual assistants
People Leaders frequently receive queries from employees about their benefits—ranging from eligibility and coverage details to claims procedures. AI-powered chatbots and virtual assistants can provide instant, 24/7 support to employees, answering common questions and guiding them through benefit selections.
This reduces the burden on Business Leaders and HR teams while ensuring that employees get the information they need when they need it. Plus, chatbots can proactively remind employees about key deadlines, such as tax periods or required documentation submissions, helping to improve overall engagement with benefits.
4. Leveraging predictive analytics for smarter decision-making
AI is already improving how benefits are administered, but what if it could also help companies make strategic benefits decisions? Predictive analytics tools will soon be able to analyse trends and employee behaviour to help HR teams anticipate future needs.
For example, AI could forecast which benefits are likely to see higher utilisation based on historical data, enabling companies to adjust their offerings accordingly. This would help Business Leaders and HR teams make data-driven decisions that align benefits with workforce needs, budget constraints, and overall company objectives.
5. Ensuring fairness and transparency in benefits access
AI-driven benefits platforms can also help eliminate bias in benefits administration. By analysing data objectively, AI can identify gaps in benefits utilisation among different employee groups and highlight areas where adjustments may be needed to ensure inclusivity and fairness.
For example, AI might reveal that certain demographics within a company are underutilising mental health resources due to a lack of awareness. Business Leaders can then take targeted steps to address these gaps, ensuring that benefits are truly accessible to all employees.
So…
What’s the take-away? Balancing innovation with a human touch
While AI offers incredible potential in the employee benefits space, it’s essential to balance automation with human oversight. The goal should be to enhance Business Leaders and HR’s ability to provide meaningful, personalised benefits—without removing the human element that makes employee support truly effective.
By embracing AI, companies here is the South West can not only improve efficiency but also create benefits experiences that employees love. The future of employee benefits is here, and it’s smarter, more personalised, and more impactful than ever before.
To learn more about what emerging technologies are bringing to benefits get in touch.
You want your employees to take their PTO, but how can you encourage them to make the most of it? After spending time within the WECA led Good Employment Charter and fellow member Rich Roberts from Enrich it struck me that it can be boiled down to 4 areas of focus.
Taking paid time off (PTO) can sometimes feel more like a guilty pleasure than a necessary break. Latest research has now indicated that nearly 60% of the UK workforce takes less time off than their holiday allotment allows. Many employees hesitate to take their PTO, fearing they’ll fall behind or be seen as less dedicated. But not taking time off can lead to burnout, decreased productivity, and overall dissatisfaction.
Encouraging employees to use their PTO is essential for their well-being and the company’s success. Here are four effective strategies to ensure employees feel empowered to take their well-deserved time off.
- Build a culture that prioritises rest
The foundation of encouraging PTO starts with company culture just ask fellow member Rich Roberts. It’s one thing to offer time off, but it’s another to cultivate an environment where rest is genuinely valued. Leadership plays a crucial role here. When managers and business leaders visibly take their own PTO and fully disconnect from work, it sets a powerful example. Employees need to see that taking time off is not only acceptable but encouraged.
Normalise conversations about PTO in team meetings and one-on-ones. Ask employees about their plans for using their time off and encourage them to schedule it in advance. Make it clear that taking breaks is a sign of a healthy work-life balance, which in turn leads to better productivity and creativity. When rest is embedded in the company culture, employees feel more comfortable taking their time off without fear of judgement.
- Implement a use-it-or-lose-it policy
One of the most direct ways to encourage employees to use their PTO is by implementing a “use-it-or-lose-it” policy. This policy motivates employees to take their time off within the year or risk forfeiting it. The idea of losing something they’ve earned is often enough to prompt employees to plan their holidays.
However, it’s important to support this policy with regular reminders and adequate time to use the PTO. Quarterly reminders of remaining PTO balances and upcoming deadlines can help keep it top of mind. This approach not only boosts PTO usage but also ties directly into the company’s broader commitment to employee well-being.
For instance, linking this policy to other wellness initiatives—like mental health days reinforces the idea that taking time off is crucial for overall health. This integration helps employees see PTO not as a luxury but as essential.
- Eliminate the guilt around taking time off
One of the biggest barriers to using PTO is guilt. Employees often worry that taking time off will burden their colleagues or be seen as a lack of commitment. To counter this, companies need to actively work to remove the stigma associated with PTO.
Start by clearly communicating that the company values and expects employees to use their time off. Establish clear protocols for handling workloads when someone is on holiday, such as assigning a backup or redistributing tasks. This reassures employees that their responsibilities will be managed in their absence, reducing the anxiety of taking time off.
Additionally, celebrate PTO usage. Create a culture where taking time off is recognised and even celebrated. Some companies I have seen encourage employees to share their holiday experiences, fostering a sense of community and normalising the use of PTO. When taking time off is viewed positively, employees are more likely to take advantage of their PTO without feeling guilty.
- Make PTO a core part of your wellbeing strategy
To truly highlight the value of PTO, integrate it into your broader wellbeing strategy. When PTO is positioned as a key element of overall employee health, it shifts from being just another policy to a vital part of your company’s approach to health and wellbeing.
Start by linking PTO with other wellness initiatives, like mental health programs, stress management resources, and flexible work options. Align PTO with wellness days, offer incentives for taking time off, and provide health and wellbeing employee benefits. This integration helps employees see how taking time off directly supports their mental, emotional, and physical well-being.
Take time to run employee benefits presentations clearly showing how PTO fits within your broader benefits package highlighting how regular time off can enhance day to day life. When employees see that their time off is a crucial part of staying healthy, they’re more likely to use it without hesitation.
So an employee “benefit” might not be an obvious paid piece of the jigsaw such as a pension, it could be as simple as encouraging employees to take their paid time off and creating a supportive culture that values rest and balance. By fostering an environment where PTO is encouraged, implementing smart policies, removing guilt, and integrating PTO into the broader benefits strategy, companies can ensure their employees feel empowered to take the breaks they need. The payoff is significant: a more engaged, productive, and satisfied workforce that drives the company forward. When employees are rested and recharged, everyone wins.
Feel free to speak to me further if this resonates with you.
Being part of the Bristol Creatives community let’s explore how Business Leaders and HR can build a future-proof benefits strategy to stand out in the crowd.
In 2025, Business Leaders and HR Teams face a perfect storm of rising costs, shifting employee expectations, and global complexities. More than ever, benefits are a critical lever for your company’s success. Looking through the latest research alongside my day-to-day experiences I am witnessing some of the key trends that are reshaping the benefits landscape. It’s these insights that can help build a benefits package that really sticks the landing in 2025.
Trend 1: Low Employee Engagement
Despite many companies identifying employee engagement as their top priority in 2024, only a handful truly offered full flexibility in their benefits packages along with disjointed platforms further exacerbating this issue. Employees still struggle to find what they really need, reducing the perceived value of their benefits.
Companies can boost engagement by implementing flexibly of benefits and improving communication. Flexible allowances empower employees to spend on the benefits that matter most to them, while regular touchpoints ensure that they know what benefits are available to them.
But there’s another challenge. Most organisations don’t even have the data they need to make improvements. Without clear metrics, Business Leaders and HR teams are left guessing at what’s working and what’s not, making it harder to optimise benefits for engagement and retention.
If large enough (if you know…you’ll know!), employers should consider implementing a centralised benefits platform to simplify access and improve communication. Companies should also track key engagement metrics like utilisation rates and employee satisfaction to ensure their benefits are making an impact.
Trend 2: Reprioritising Foundational “Core” Benefits
In 2024, organisations reallocated their budgets to prioritise foundational (or Core) benefits such as medical and life insurance. This shift was largely driven by soaring healthcare costs and NHS waiting lists.
But focusing solely on reactive interventions without addressing preventative measures risks perpetuating the cycle of rising costs and declining health outcomes.
Companies should hold off on completely cutting wellbeing spend and instead pair foundational benefits with preventative wellness initiatives. Low-cost strategies like workplace wellness programs, ergonomic assessments, and access to digital wellbeing tools can reduce long-term healthcare expenses while boosting employee satisfaction. Just ask fellow member Nairn Robertson of Active Teams fame!
With employer healthcare costs reportedly increasing by up to 150% in some regions, benefits leaders are under growing pressure to rethink their approach. More organisations are shifting toward hybrid models that combine traditional insurance with preventative care, such as epigenetic testing, mental health support, and lifestyle coaching. Taking a proactive stance on employee health isn’t just a nice-to-have—it’s a necessity.
Trend 3: The ESG Opportunity
Despite dominating much of the conversation in previous years, Environmental, Social, and Governance (ESG) considerations remain underrepresented in benefits strategies. While initiatives like electric vehicle schemes are gaining traction, the broader social aspects of ESG—such as inclusivity and equity—are often overlooked.
But the winds are due to change. Generation Z highly value sustainability and inclusivity. Organisations that fail to align their benefits with these principles risk losing talent to competitors who demonstrate stronger commitments. Flexible bank holidays, DEI-focused initiatives, and sustainable benefits can enhance your employer brand and meet the expectations of a values-driven workforce.
Companies that integrate social responsibility into their benefits—whether through inclusive healthcare policies, sustainable investment options, or support for underrepresented groups—will gain a significant competitive edge. Employers should go beyond surface-level ESG efforts and embed these principles into their benefits programs.
So, what is the future of benefits? It’s clear…evolve and adapt or risk falling from behind. The data is clear: Business Leaders and HR who take a proactive, data-driven approach will lead the way in 2025. Flexibility, innovative tech, and ESG-aligned benefits aren’t just trends—they’re the new standard for a competitive, future-proof benefits strategy. Companies that embrace this shift will build stronger, more engaged workforces, while those that stick to outdated benefits risk losing top talent. The good news? With the right tools and insights, you can take control of your benefits strategy and turn it into a true driver of success.
If you wish to explore these themes further, then drop me a line!
Liz Gadd – Helping business leaders recruit people in marketing, PR, digital, communications, creative, events & social media | Moxie and Mettle | Rustic and Rural | Training in recruitment with Recruitment Bootcamp – 07377 400413
LinkedIn remains a mystery and a challenge to so many people, including those in our sectors (marketing, PR, social media, digital, events, communications and creative)
Moxie and Mettle place candidates into permanent and freelance roles in these roles and disciplines, and we work in the UK. Personally, I’ve been using LinkedIn since it was launched in 2003, and I have nearly 17,000 connections and 14500 followers. But then I’m a recruiter, so you’d expect me to be visible and active on LinkedIn.
Moxie and Mettle has a business page with around 3700 followers, a minimal amount compared to mine and Rebecca Hodgson‘s connections and followers. However, company pages on LinkedIn are not as well used as individual pages, and we are still delighted and grateful for all our followers, wherever they may be.
In 2025, we have only a few freelance roles, as clients are tending to go directly to the candidates rather than using a recruiter at the moment, which is understandable. This is what happens when you send a CV to a client, whether directly or through a recruiter.
So, 99% of the time, when we send a CV to a client for a candidate’s application for a role, the client will go straight to LinkedIn to review the profile, it’s standard practice. They are looking for additional information about the candidate, maybe to find out more about the company that the candidate works for, and to fill in any gaps that there may be on the CV (which there shouldn’t be) or if there is different information on the LinkedIn profile to that on the CV.
Likewise, when a candidate applies for a job with a particular person and organisation, the candidate will generally go to LinkedIn as one of the places to look for information, make connections, find out about recent news at the company. LinkedIn often offers much more information on people and businesses than websites do and is a massive source of information for all.
There are 1 billion users on LinkedIn worldwide – here are some statistics.
So I’ve pulled together some observations, hints ,and tips about how to get the most out of LinkedIn, whether you are searching for a new job, or more freelance opportunities, want to promote your brand or business, or just want to expand your professional network.
LinkedIn works as well for product-based businesses as it does for service-based; look at what Adam Joe Parker has achieved in promoting Ocean Savers, for example.
If you want to find out even more and get my expertise on creating the best LinkedIn profile possible, to go alongside your CV if you are looking for a job, or to complement your website if you are promoting your brand or business or as a freelancer, please visit here.
This Social Shepherd article gives loads of interesting facts and figures if you like to know the numbers!
LinkedIn – information, hints and tips
Here are some ways you can enhance and improve your profile on LinkedIn, whether you are promoting yourself as a job seeker or freelancer or are employed within a business.
LinkedIn is an excellent source of leads and customers, whether you sell a service or a product. Obviously, it’s super helpful in sharing all your content and for personal brand promotion for business owners and leaders. One of the most important areas for the creative sectors is our freelance community, which can be well served by LinkedIn and find new projects and clients.
Here are some ideas of the best ways to get the most visibility and get the platform working for you.
The banner at the top, above your photo (which should be a professional headshot by the way) is the first thing anyone sees when they click on your profile.
You can use Canva to quickly create a banner appliable to your circumstances, which could be promoting your brand or business, or could be a few words about your skills and experience or special area of interest, or why you are on LinkedIn.
Don’t just leave it blank, as that’s a waste of opportunity to create impact and show off your talents or the brilliance of your business or service.
Then, the headline, which is immediately below your name.
220 characters, which you can create yourself and which can clearly state your skills and what your service offering is.
If you don’t change this, LinkedIn will use your current job title and company, which is okay, but better to use the characters available in a more impactful way
e.g marketing manager with 10+ years experience in financial services specialising in mortgages and investments.
is better than
Marketing Manager, XYZ Insurance
When your content is shown in the feed on LinkedIn, your name and this headline are the two parts of your profile that people see.
About You
2600 characters to showcase your talents, or the services of your business or a mixture of both. The best way to use this space is to describe your skills and experience and how that benefits your audience, and you can really use the available characters to make that work for you.
Avoid using “I”, “me”, and “my” too much and instead use first person implied as the tense for the description. Although this section of LinkedIn is called “About” it’s not about you except for how your skills and experience can benefit your clients or your next employer, or the customers/stakeholders of your employer if that’s how you are using your LinkedIn profile currently.
Remember, your LinkedIn profile is your own; it doesn’t belong to your employer; although you might have a clause in your contract relating to the use of social media or how you represent yourself online while you are employed or on contract, do check!
Experience
This is your CV, but within LinkedIn. But it’s not a cut-and-paste of your job description per role! Just like in your CV, the profile on LinkedIn should tell the story of your career, your accomplishments, successes, outcomes and results as well as your skills and experience. LinkedIn asks for months and years for each record within the experience section. Your CV and your LinkedIn profile need to match in terms of where you’ve worked and/or your career history to date.
Hope that’s helpful, do let me know if you have any queries.
Thanks for reading!
Take care,
Liz
Liz Gadd
0117 301 8223
[email protected]
www.moxieandmettle.co.uk
Bristol-based design studio Rhombus, recently certified as a B Corp, is marking its first B Corp Month by offering free brand strategy workshops to UK-based B Corps. They aim to help purpose-driven businesses refine their messaging, strengthen market positioning, and amplify their impact.
Helping B Corps Strengthen Their Brands
As more businesses seek to balance profit with purpose, the need for a clear and compelling brand strategy has never been greater. Rhombus’ workshops provide a tailored approach to branding, helping organisations sharpen their identity and communicate their values effectively.
The free sessions are designed to give businesses actionable insights, covering:
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Stakeholder Insight: A comprehensive brand survey to uncover key perspectives and set the stage for an impactful workshop that drives real results.
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Understanding the landscape: An analysis of industry trends and competitor landscapes to help businesses identify new opportunities to position your brand for the future.
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Reaching the right people: A deep dive into customer motivations to ensure brand messaging resonates effectively.
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Defining your competitive edge: Rhombus will analyse your strengths, spot market gaps, and position your brand for long-term success.
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Uncovering your brand DNA: A framework to distill what makes your brand unique—its core values, attributes, and the emotional and functional benefits that resonate with your audience and team.
“B Corps are founded on the idea of using business as a force for good, but without a strong brand strategy, even the most impactful missions can struggle to reach the right audiences,” said Simon Day, co-founder of Rhombus. “We want to help fellow B Corps define their vision with clarity and confidence.”
Limited Spots Available
Rhombus is offering just 10 workshops throughout B Corp Month, available on a first-come, first-served basis. Businesses that secure a session will benefit from a two-hour deep dive into their brand strategy, with expert guidance tailored to their specific needs and challenges.
Participants will leave with clearer positioning, refined messaging, and a stronger understanding of how to leverage their brand to drive meaningful change. The workshops are completely free, with no obligations attached, reinforcing Rhombus’ commitment to supporting businesses that share its values.
Why Strong Branding Matters for B Corps
With the growing prominence of ethical business, B Corps operate in an increasingly competitive landscape. A strong brand strategy is crucial for:
- Building Trust – Clear and consistent messaging enhances stakeholder confidence.
- Increasing Visibility – Standing out in a crowded market of mission-driven businesses.
- Driving Growth – Attracting customers who actively support purpose-led brands.
By offering these workshops, Rhombus is equipping B Corps with the tools they need to strengthen their presence and create a lasting impact.
How to Apply
UK-based B Corps interested in securing a free brand strategy session can register here via Rhombus’ website.
With limited spaces available, early sign-ups are encouraged.
Rhombus remains committed to supporting purpose-driven organisations, proving that strong branding can be a powerful driver of positive change.
As we settle into 2025, the ongoing cost of living crisis and economic volatility continue to strain both employees and employers, with many employees facing heightened financial insecurity.
So how can you optimise your benefits budget without cutting value? The first step is to discover how to reallocate wasted spend, secure better pricing, and leverage tax-efficient benefits to maximise impact.
Managing employee benefits, cost control is always on the agenda. But savings don’t have to come at the expense of employee experience. With a smart approach to benefits design, companies can reallocate wasted spend to more impactful benefits – or a better benefits platform to help you manage it all. This makes the most of your existing budget while boosting value for employees.
This practice is sometimes referred to as “cost-neutral benefits,” but the reality is more nuanced. While some companies can identify and redistribute significant savings, others may already be optimising their spend. Either way, a strategic review of benefits is always worth the effort.
Here are three key ways employers can find opportunities to optimise their benefits budget:
- Identify overspending on low-appreciation benefits
A common mistake? Investing in benefits that employees don’t value. Recent key research tells us that there is low appreciation levels from employees for their benefits.
The cause is likely to be benefits that don’t align with employee needs.
For example, a Bristol Creatives startup made up of mostly employees in their twenties might be overfunding its life insurance policy, as employees in this age group are less likely to engage with life insurance. By scaling back the coverage from 10x to 2x cover, they could free up a big chunk of their spend—money that could be reinvested in wider range of more relevant benefits, or a platform that helps manage the administrative burden of benefits.
So how can Business Leaders identify these opportunities?
- Employee listening exercises: Gather feedback to understand what benefits employees actually use and value.
- Benchmarking: Compare your offering to industry norms and competitors.
- Usage analysis: Assess participation rates—if uptake is low, it might be time to rethink the existing budget.
But before you go cutting less utilised benefits, remember: there are some benefits that few employees might use, but that are highly valuable and even life changing to them when they do, such as reproductive assistance or critical illness cover. It’s important to balance these factors when assessing your benefits. Speaking to a benefits design expert will be your best bet to strike that balance.
- Secure better pricing and financial models
Cost savings aren’t just about what you offer, but also how you fund it. Many companies lose money by not negotiating the best rates with insurers or missing out on more efficient financial structures.Here are some key ways to make the most of funding:
- Broker negotiations: Ensure your broker is actively working to get the best possible rates.
- Alternative funding models: Larger organisations can explore options like trusts, multinational pooling, captives, and global underwriting.
- Regular supplier reviews: The benefits market evolves quickly—what was competitive three years ago might now be overpriced.
By optimising financial structures, companies can often unlock significant savings without compromising on benefits quality.
3. Leverage tax-efficient benefits
Another overlooked opportunity is tax-efficient benefits, particularly salary sacrifice schemes. These allow employees to exchange part of their salary for benefits, reducing both employer and employee tax contributions.For employers, this means that you’re able to offer amazing benefits like electric vehicle leasing schemes and even grocery schemes…at no cost to you!
In the UK, salary sacrifice arrangements can create savings on:
- Pension contributions
- Holiday purchase schemes
- Workplace nursery schemes
- Electric vehicle (EV) schemes
- Grocery schemes
For employers not already leveraging these benefits, the savings can be substantial, especially on National Insurance contributions. Yet many organisations fail to fully utilise these tax advantages, leaving money on the table.
Maximise your benefits budget with expert support
Not every company will uncover huge savings—but almost all can optimise their approach. By identifying low-value spend, negotiating better financial models, and leveraging tax-efficient benefits, Business leaders and HR provide a significantly improved offering without increasing their spend.
Want to find out where your organisation can unlock savings? Book a free benefits audit consultation with me –same budget, bigger results.
