In a crowded labor market, many organizations continue to anchor their employee benefits strategy around a single word: competitive. But being competitive isn’t the advantage it once was.
Today, employers must think differently. They must go beyond benchmarking and ask a better question: Is our benefits strategy compelling enough to attract, engage, and retain the right talent—while still making sense financially?
At Atria, we believe 2025 is the year to move from competitive to compelling—and here’s why.
The Benchmarking Trap
Traditional benchmarking relies on comparing plan designs, premiums, and contribution strategies against similar employers. While helpful for context, benchmarking often leads to “middle of the road” decisions:
- Matching industry averages
- Offering safe, standardized benefits
- Avoiding bold moves due to fear of “overoffering” or misalignment with peers
But your people don’t care what your peer group is doing. They care whether your benefits actually improve their lives, help them feel secure, and enable them to thrive.
Why Competitive Isn’t Enough Anymore
Here are three reasons the old way of doing things is falling short:
1. Employee Expectations Have Changed
Post-pandemic priorities have shifted. Employees—especially in frontline and hourly roles—expect flexibility, affordability, and meaningful benefits that address real-life challenges like caregiving, mental health, and financial resilience.
A competitive PPO plan isn’t enough when your workforce is dealing with healthcare affordability gaps, rising debt, or unpredictable scheduling.
2. Cost Isn’t the Enemy—Invisibility Is
Many employers offer generous benefits, but employees don’t know how to access them, can’t understand them, or can’t afford to use them.
If employees don’t understand or trust the value of what you provide, you’re overpaying for underused solutions.
3. Talent Markets Are More Local Than Ever
Your competitors aren’t just in your industry—they’re in your ZIP code. Local health systems, school districts, retail chains, and tribal enterprises may be pulling from the same talent pool. Geographic nuance and workforce-specific planning matter more than generalized national benchmarking.
What Does a Compelling Benefits Strategy Look Like?
Compelling benefits strategies don’t just aim for parity—they aim for impact. That requires clarity, creativity, and courage.
✔ Clarity around what your workforce truly values—not what they’re used to
✔ Creativity in designing programs that meet your financial and cultural goals
✔ Courage to lead in your market, not follow it
Five Strategies to Build a More Compelling Benefits Program in 2025
🟣 Prioritize Affordability at the Point of Use
High-deductible plans with minimal employer HSA contributions may look efficient on paper but create barriers for lower-income workers. Revisit your cost-sharing models and invest in first-dollar coverage where it matters most.
🟣 Integrate Financial Wellness Into Your Core Strategy
With inflation, student loans, and cost-of-living pressures, employees are looking for guidance—not just paychecks. Offer financial coaching, savings tools, and transparent compensation education to help people feel in control of their financial future.
🟣 Make Benefits Easier to Use and Understand
Reduce friction in accessing care and navigating benefits. Partner with vendors who provide concierge services, simplified apps, or text-based support.
🟣 Give Frontline and Hourly Workers a Voice in Plan Design
Too often, salaried decision-makers create benefits plans without frontline feedback. Use surveys, listening sessions, and data to tailor benefits for the parts of your workforce often overlooked.
🟣 Reframe ROI From Cost to Culture
Instead of asking, “How much does this cost?” ask, “How does this benefit reinforce the kind of workplace we want to build?” Culture-aligned benefits—like caregiver support, EAP access, or career development stipends—yield deeper engagement than cost-matching alone.
The Atria Perspective
At Atria, we merge world-class consulting and brokerage capabilities with a relationship-based approach tailored to tribal governments, public sector employers, and middle-market businesses.
We believe benefits strategy is one of the most powerful tools an employer has to shape workforce outcomes—and we help you design plans that are financially sustainable, culturally relevant, and genuinely compelling.
If your current strategy is still aiming to be “competitive,” it’s time to raise the bar.
Reach out to Atria to explore how your benefits can do more in 2025.