Attracting and retaining great people in today’s market takes more than a competitive salary. The most sought-after employers are those who genuinely value their teams, supporting wellbeing, personal growth and a healthy work-life balance through meaningful, well-thought-out benefits.
At Beyond The Book, we speak to hundreds of marketing, creative and digital professionals every year, and we see first-hand how expectations around benefits have evolved. Here’s what we’re hearing in 2025: what’s considered standard, what’s expected, and what’s seen as progressive.
1. Healthcare: Inclusive Cover Beyond Senior Roles
Traditionally, private healthcare such as medical, dental or vision cover has been reserved for senior management. But that’s changing fast. Employees at all levels now expect access to meaningful healthcare benefits, not just a token gesture.
Health and wellbeing have become key differentiators for employers. A more inclusive approach, rather than senior-only cover, leads to better engagement and stronger outcomes across the business.
Our take:
Private medical insurance costs are rising, so it’s about finding the right balance between cost, access and relevance. Some employers choose to introduce healthcare benefits after a defined service period, for example six months, while others offer them from day one. If you want to reward tenure or encourage retention, consider making it a service-based incentive rather than one based on hierarchy.
2. Technology & Tools
Providing the right equipment is now a baseline expectation. Employees want to feel supported and enabled, particularly those working remotely or in hybrid setups.
Our take:
Company-provided phones and laptops should be the norm for roles that need them. Make sure equipment is up to date and fit for purpose; it’s a simple but powerful way to support productivity and morale.
3. Car Allowance (Where Applicable)
Car allowances remain relevant for certain roles, particularly client-facing, field-based or senior leadership positions. They are part of the wider conversation around mobility and practical benefits.
Our take:
If your competitors offer car allowances in similar roles, maintaining one can help you stay competitive. Keep it consistent and fair across comparable positions.
4. Pension Scheme Contributions
Pensions remain a key part of an employee’s total reward package, and more people now see them as a core element of financial wellbeing rather than just a future concern.
Our take:
While the legal minimum contribution is 3 percent from the employer, many businesses are now going further. Offering higher or matched contributions, or a step-up after a certain tenure, can really help with retention. Clear communication is vital, as employees need to understand what’s on offer and how it benefits them long-term.
5. Bonus Structure
Bonuses are common, but what matters most is transparency. Employees want to know how bonuses are calculated, what the targets are, and how they can influence outcomes.
Our take:
Create a clear, easy-to-understand framework, whether that’s a percentage of salary, profit share, or a mix of company and individual performance. Typical bonuses for senior or commercial roles might sit around 10 to 15 percent of base salary, but the key is consistency and clarity.
6. Annual Leave & Time Off
Annual leave is one of the most visible and valued benefits, as it says a lot about how much a company genuinely cares about balance and wellbeing.
Our take:
A competitive holiday allowance, 25 days or more, is a strong starting point. Many employers now offer personal or wellbeing days in addition to standard leave, or introduce company-wide shutdowns at key times such as between Christmas and New Year. Some are even adding sabbatical options after five or ten years to recognise loyalty and longevity.
7. Flexible & Hybrid Working
Flexible and hybrid working are no longer seen as perks; they are an expectation from candidates who can’t see any purposeful reason for their role not to be hybrid and/or for daytime hours to be flexible. Rigid, office-only setups are a turn-off for many candidates, while flexible approaches are viewed as a sign of trust and modern leadership.
Our take:
Define your core office hours, for example 10am to 4pm, and allow flexibility around start and finish times. If you need in-office collaboration, agree on a minimum number of days, often two or three, but remain flexible about which days. Formalising this through a clear, fair policy helps set expectations and build trust.
8. Professional Development & Retention Perks
Opportunities for growth, learning and recognition have become some of the most powerful tools for retaining great people. Employees want to feel invested in, both professionally and personally.
Our take:
Set aside an annual training or development budget for every employee. Offer additional leave or sabbaticals after longer service, and consider introducing wellbeing or life admin days that support real balance. Enhanced benefits tied to tenure, such as increased holiday, higher pension contributions or loyalty bonuses, can also be great retention tools.
Final Thoughts
Building a competitive benefits package in 2025 isn’t about ticking boxes. It’s about reflecting your culture and showing that your business is fair, flexible and people-first.
The best benefits are those that feel thoughtful, consistent and accessible to everyone, not just the senior team. From early-access healthcare and clear pension structures to flexible working and professional development, these are the things that truly make a company stand out.
If you’d like to sense-check your benefits against market standards, we’d be happy to share some benchmarks or talk through what we’re seeing across the industry.
