June 17th 2024.
Great news! Someone just got their request for flexible working approved. This month, the UK hospitality company, Loungers, made headlines by closing their doors for a day to host a festival for their 7,000 staff members. The event, called LoungeFest, was a hit with street food stalls, music, fairground rides, and bars. The teams from all over the country were able to take a break from their aprons and have some fun. Attendees took to Instagram to rave about the event, but there's more to it than just a fun day out. Companies like Loungers offer perks like this for a deeper reason – and their marketing strategy, encouraging job seekers to apply and "join the party next year," gives us a clue.
According to research conducted by Open Study College, 60% of workers say that perks are a deciding factor when accepting a new job. In fact, one in five people surveyed by Beamery said that they were considering leaving their current job due to a lack of benefits or perks. Peter Duris, the CEO and co-founder of Kickresume, explains that "some perks and benefits are important enough to applicants that they are almost as important a consideration as the salary." He goes on to say that companies are offering some very appealing perks, ranging from incentives for high performance to private health insurance. Some employers have even gone as far as offering on-site perks, such as free fitness classes and catered meals, in an effort to bring their team back into the office. However, as the popularity of flexible and remote working grows, these perks may not be enough to entice employees to come into the office five days a week.
A recent poll by Yonder and MoreySmith revealed that 58% of respondents would only go to the office full time if the amenities were worth more than the cost of their commute. Early finishes, subsidised lunches, and travel expenses are among the most popular perks that could potentially entice workers back to the office, according to a survey by Office Freedom.
Some of the most common workplace perks include gym memberships, on-site baristas, massages, parties, and free food or drinks. However, other perks are geared towards making life easier, especially for parents. Take Rob, for example, who was in the process of interviewing for a new job when his partner found out she was pregnant. While he initially wanted to find a more challenging role with better progression opportunities, Rob's mind was made up when the company he now works for offered enhanced paternity leave. "I get 12 weeks fully paid currently, which I can use flexibly until my child turns one, compared to my old work who provided the statutory two weeks – one of which is unpaid," he shares. This perk has saved them thousands of pounds in childcare costs and has allowed his partner to go back to work earlier. In addition to this, Rob has access to private healthcare, a bonus plan, and a compressed working week. His role is also fully remote, with a work from home stipend. For Rob, these tangible benefits that actually improve his family's life are far more valuable than previous perks he's experienced, such as free pizza parties and beer fridges.
There's a fine line between genuine perks and "perkwashing," where employers use inflated benefits to attract new hires. This can include advertising flexible working but expecting employees to be available at all hours, or promoting a "fun" company culture despite overwhelming workloads that prevent employees from actually socialising with each other. Perkwashing can also occur when companies focus on surface-level perks but neglect to address important issues such as wages, job progression, and staff wellbeing.
However, not all employers who offer perks are guilty of perkwashing. When these benefits are used as part of a genuine effort to improve employee satisfaction, they can lead to higher retention rates and a happier workforce. Data from Flexa shows that remote and hybrid roles, along with enhanced parental leave, fertility benefits, and mental health support, are top priorities for employees in 2024. This is especially true for the younger generation, with over a third of workers aged 21 to 30 expressing a preference for roles that offer mental health support. Molly Johnson Jones, CEO of flexible working site Flexa, explains that "free snacks and beer socials may have once been enough to curry favour with workers, but they certainly aren't enough to attract job seekers in 2024." She adds that a company's working environment is crucial for employee happiness and productivity.
So, how can job seekers avoid falling for perkwashing companies in their search for a new job? Molly suggests looking for specific details in job ads and on company websites. Employers who genuinely offer flexible working will clearly state the number of days employees are expected to be in the office. They won't make vague claims of being "open to flexible working" and then fail to follow through. It's also helpful to reach out to current or former employees to get a better understanding of the company's culture. This can be done through networking or by using review sites like Flexa and Glassdoor. Don't be afraid to ask questions during interviews to clarify any doubts you may have about a company's perks. As Peter advises, "think carefully about which perks will contribute most to your wellbeing and a positive working environment." And if something seems too good to be true, it probably is. It's essential to prioritize not just perks, but also meaningful initiatives that support employee success and wellbeing.
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