5 strategies for attracting talent without breaking budgets

In today's hiring market, employers are facing a delicate balancing act when it comes to employee benefits. On one side of the scale, employee expectations for benefits have never been higher — particularly among millennial and Gen Z workers. On the other, healthcare costs continue to rise, stretching already tight HR budgets. 

It's no wonder, then, that the more than 1,300 HR professionals surveyed by Businessolver last year were evenly split among their top benefits priorities: engaging their workforce and managing costs.

Yet, one doesn't have to come at the expense of the other. Brokers, consultants and advisers are uniquely positioned to help their clients balance benefits and cost management with strategies that align a best-in-class employee experience with today's economic realities. Let's look at five meaningful approaches benefits advisers can bring clients for achieving real results — without breaking the bank. 

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1. Elevate workplace flexibility
Flexibility at work continues to top the list of employee priorities. It's also one of the cheapest benefits an employer can offer. Businessolver's research across industries and age demographics shows that employees prioritize flexibility even over compensation increases. And, unlike many traditional benefits, flexible work arrangements carry little direct cost for employers — and they can provide a positive impact on talent attraction and retention.

Flexibility can come in many forms. Be it hybrid work arrangements, compressed workweeks or adjustable schedules, flexibility empowers employees to design a balance that supports all areas of their lives. Benefit advisers can help employers think creatively about how to incorporate flexibility into their total rewards strategy in ways that work for their clients' business and communicate it to compete more effectively for talent. 

2. Prioritize total well-being
Employees are looking beyond sick days and in-network doctor visits when it comes to how organizations care for them as a whole person. With half of employees reporting that they've experienced mental health issues during the past year — a data point that's remained constant since 2020 — mental health has emerged as a focal point of the well-being conversation. 

Access to a broad range of mental health resources plays an important part in the modern employee benefits package. In 2025, 92% of employees said that access to extended mental health benefits is one of the top ways employers can support their well-being at work — but only 22% said they had access to these benefits.  

At the same time, employees made it clear that they also value non-traditional offerings when it comes to mental health. Options for flexible work hours and flexible work location emerged again in 2025 as critically important for mental health, especially among Gen Z and millennial employees. This flexibility seems to strongly influence employee perceptions of how empathetic an organization is, a quality that is closely linked to how satisfied employees say they are with their benefits and the workplace experience as a whole.

To appeal to job candidates looking for an organization to thrive in for the long term, brokers can guide employers toward a holistic approach to well-being that incorporates a diverse array of wellness benefits, considers employee feedback and is supported with a clear communication strategy.

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3. Offer choice through core and voluntary benefits
A multigenerational workforce brings with it a wide range of needs, goals and preferences. The most effective way to meet a cornucopia of expectations is by mindfully offering an array of choices.

Choice doesn't simply mean having a lot of options in the benefits package. Instead, employers need to optimize the right options by complementing a strong core with voluntary benefits and point solutions curated for the makeup of their workforce. 

Our latest Benefits Insights research shows that Gen Z employees seek six times as many "delighter" benefits — unexpected benefits that provide delight when present — than their baby boomer counterparts. They look for these desired benefits as signal of workplace values and culture. Examples can include employee assistance programs, financial assistance, fitness programs, weight management support, care navigation and wellness incentives.

When compiling a benefits package that's robust with options for the candidates an organization wants to attract, choice is a question of "what" and not "how much." Advisers and consultants can encourage employers to gather employee feedback and insights and then support them in curating a mix that allows candidates to select what's appropriate for their stage in life and unique needs.  

4. Personalize the benefits experience
Benefits delivery and communication is a critical, albeit often overlooked, component of a strong benefits administration strategy. One of the most under-rated strategies, which often saves costs at the same time, is helping current and prospective employees understand and use the benefits already in place.

This is where artificial intelligence and other advanced HR technologies are making a real impact right now. Decision support at the time of enrollment helps employees make right-fit choices among complex options. After enrollment, virtual benefits assistants are available 24/7 to provide individualized, concierge-like service, answering detailed questions and helping employees use their benefits when they need them most.

Brokers can guide employers toward modern benefits delivery that creates exceptional experiences for users. In this case, it's not just the "what," but the "how" that sends the signal that employee experience is a core tenet of the organization. 

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5. Cost-sharing for high-value benefits
Though cost is always top-of-mind, in reality, employees are often willing to contribute to benefits they find meaningful — especially if those benefits wouldn't otherwise be available to them. This exclusive access can give employers an advantage when they are looking for a much-needed edge in the talent market.

Even voluntary benefits that are 100% employee-paid can provide real value when employers offer them at group rates and make them easy to enroll in alongside core medical benefits. Employees often appreciate having access to tailored options that fit their life and financial priorities; it shows the company is attuned to their needs.

Top candidates often compare total rewards when weighing job offers — and the ability to customize a package with voluntary benefits can tip the scale. That kind of support doesn't go unnoticed and can be a deciding factor for candidates evaluating more than just base salary.

Advisers, brokers and consultants can identify which benefits are most likely to drive satisfaction and enrollment and recommend cost-sharing structures that make benefits accessible and financially sustainable. Positioning these choices as a partnership between employer and employee enhances perceived value and builds trust.

There's no question that benefits consultants and advisers face numerous challenges in delivering meaningful employee benefits experiences while also containing costs. While it's no easy task, with the right strategies in place, it's absolutely achievable.

Flexibility, well-being, personalization, choice and smart cost-sharing form a foundation for benefits packages that resonate with today's workforce. In a world where both talent and trust are hard to win, brokers who bring a fresh and strategic perspective to the benefits conversation will remain indispensable partners.