10 tips for next generation benefits

If brokers and their clients want to continue to attract and, more importantly, retain millennials and other generations entering the workforce, they’ll need to start rethinking benefits packages.

As part of our marketing and sales tips series, we asked our audience for their thoughts on the next generation and their benefits needs.

Here are the 10 tips we liked best.

1. Show appreciation

“Even if you don’t have the time and resources to roll out the red carpet each time an employee joins your team, they should feel as if you do. Even something as simple as a team lunch to welcome them and a functioning computer can go a long way toward making a new employee feel valued and at home.” Sanjay Sathe, president & CEO, RiseSmart.

2. Real world benefits

“It’s important for benefits professionals and brokers to transform their organizations’ benefits offerings to align better with what both the individual and the generational millennials value — benefits that reflect the real world in which all generations in today’s workforce think about the interconnection between their careers, employers, and personal lives.” Amy Christofis, client account executive, Connecture, Inc.

3. A millennial world

“One can no longer think of millennials as the ‘kids in the office.’ They are the office.” Eric Gulko, vice president, Summit Financial Corporation

4. New normal

Millennials are no longer just data and descriptors in a PowerPoint slideshow about job recruitment. They are now the majority, and how they do things will soon be the norm. It’s important to consider these implications.

5. Innovation

“If we want to build organization that can innovate time and again, we must recast our understanding of what leadership is about. Leading innovation is about creating the space where people are willing and able to do the hard work of innovative problem solving.” Linda Hill, professor of business administration, Harvard Business School

6. Don’t make assumptions

“Just because millennials are comfortable using the internet for research doesn’t mean they don’t also like a personal touch. Employers need to be wary of relying on only one communication vehicle to reach millennials. Sixty percent of millennials say they would be willing to discuss their benefits options with someone face to face or over the phone.” Ken Meier, vice president, Aflac Northeast Territory

7. The power of praise

“The prevailing joke is that millennials are ‘the participation trophy generation,’ having always been praised just for showing up, not necessarily winning. Turn that negative perception into a positive by realizing that providing constructive, encouraging feedback when it’s earned motivates this generation to strive for even more successes.” Kristen Beckman, senior editor, LifeHealthPro.com

8. Embrace diversity

“For the first time, employers are likely to have up to five generations working together — matures, baby boomers, Generation X, millennials (Generation Y) and now Generation Z. From their workstyles to their lifestyles, each generation is unique.” Bruce Hentschel, leads strategy development, specialty benefits division, Principal Financial Group

9. Non-traditional needs

“Millennials have moved the needle in terms of work-life balance. They don’t expect to sit in their cubicles from 9-5. They want flexibility in their work location and hours. However, on the flip side of that, they are more connected to their work than generations before, often logging ‘non-traditional’ work hours that better fit into their lives.” Amy Christofis, client account executive at Connecture, Inc.

10. Listen in

“If there’s one thing the Trump victory teaches us, it’s to listen to the silence in others. Millennials may be giving the financial industry the silent treatment, but that doesn’t mean they don’t want to talk.” Christopher Carosa, CTFA, chief contributing editor,FiduciaryNews.com