How 10 Companies are Leveraging Perks to Boost Their Employer Brand

How often do you examine your company’s employer brand? After all, your company’s reputation as a great place to work is more than just a way of retaining and engaging current employees; it can also be a powerful recruiting tool that you should be using to your advantage.

Need proof? Look no further than a recent study by Corporate Responsibility Magazine, which found that 69% of jobseekers would reject an offer from a company with a poor reputation. On the flip side, in a recent Glassdoor survey, an equal number of respondents indicated that they would apply for a job with a company that actively manages their employer brand.

If you’re unfamiliar with the concept, employer brand is comprised of many elements – from company culture to salary to the reputation of your upper management team – but one particular element has been getting more than its fair share of attention: unusual perks and benefits.

While the research shows that the benefits that actually relate most to employee satisfaction are typically already in place (e.g. health insurance, 401(k) plans, and vacation/PTO), companies that are offering unique perks and benefits have been getting press in recent years – and the flashier perks, the more media attention they receive. As a result, many companies are catching on that they can leverage these offerings to boost their employer brand and help get top talent in the door.

Think you know the craziest perks companies are offering? Check out how these 10 companies are breaking from the pack with their unusual benefits:

BambooHR reimburses employees up to $2,000 for vacation costs each year and allows employees to put it towards hotels, transportation, or food.

Clif Bar pays up to $350 in race fees to encourage employees to be active. Fret no more about that half marathon entrance fee.

iCracked allows employees access to the company yacht.

Veterans United offers professional massages on-site.

Airbnb gives its employees an annual stipend of $2,000 to travel and stay in an Airbnb listing anywhere in the world.

Patagonia encourages midday surf breaks.

PwC provides $1,200 per year for student loan repayment.

Zillowpays for employees who are traveling to ship their breast milk.

C. Johnson has an on-site concierge that will run errands, such as picking up groceries and getting an oil change.

Accenture covers gender reassignment for their employees as part of their commitment to LGBTQ rights and diversity.

Does your organization have something special to offer jobseekers? If so, make sure you’re highlighting it properly.

4 Ways You Can Leverage Your Perks

With 57% of jobseekers indicating that benefits and perks are among their top considerations when contemplating a job offer, it is important to leverage perks and benefits at all stages of recruiting to boost your employer brand and improve recruiting efforts.

Job postings – Don’t just mention benefits during the offer stage. Be sure to communicate your benefits and perks package clearly in your job posting and on your career site. Instead of just citing that your company offers “benefits,” give specifics, especially about the perks that are unique to your company.

Social media – Keep social media posts up-to-date with all of your offerings, from quirky perks to standard benefits. This is a simple and effective way to keep both current employees and jobseekers in the know all the time.

Pick the perfect perks – Does your company offer perks and benefits that align with your mission and culture? Is there a way to integrate perks that speak to your industry? For example, Patagonia offers its employees surf breaks, which perfectly marries two core company values: work-life balance and a deep appreciation for the environment. Drawing a clear connection between the core mission and culture of your company to the perks and benefits offered will speak to jobseekers who might be a good fit for your organization.

Encourage employees to share reviews – Many jobseekers research what current and past employees are saying about your perks and benefits to get an inside look at your company. Ask employees to leave reviews about your benefits package on review websites, like Glassdoor. When asking for reviews, remind your employees that all feedback is welcome and explain why submitting them is important to your company.

When you leverage your company’s unique perks and benefits with brand management, you make a stronger impression on jobseekers, while providing excellent incentives for current employees. Keep your brand and benefits up-to-date and communicate them clearly to jobseekers and current employees alike: Doing so will build a stronger company culture and a more competitive pool of candidates.