It’s been a competitive hiring market in tech for a few years; one outcome has been that companies have developed unique perks programs to attract talent to their workplaces.
I’ve written about various perks programsOpens a new window , including some that occasionally seem to be more promising than they actually areOpens a new window .
But a recent BBC reportOpens a new window lauded the benefits of abolishing the old perks programs — for example, gym passes and discounted entertainment passes — in favor of new kinds of perks. Rather than having a set package of benefits, the report said, try tailoring your program to the specific needs and preferences of your employees.
How? Artificial Intelligence.
According to the report, using data analytics as well as data culled from wearables such as Fitbits and smart watches can provide insight into the behavior of employees. This information, in turn, can be used to tailor perks. The example cited in the report was of one business that changed its gym membership program after finding that employees preferred another.
In the past, I’ve also written about whether to spy on your employeesOpens a new window (answer: no) and many of the same principles apply here.
Ask first
The first rule of data collection is consent, so make sure you have a clear and transparent communications plan around how to implement an AI approach to improving your perks program. It doesn’t matter how well-intentioned you are — if your employees don’t know that you’re gathering information on their whereabouts, you could be in serious violation of privacy, not to mention adding risk to their trust.
So as always when it comes to data, ask first.
Don’t compromise your culture
Perks programs are a great way to build an understanding within the company of the elements considered important in the corporate culture.
It’s great to accommodate employee preferences and there are many good ways to achieve that. (Again, this is another place where asking makes sense.)Â But there should be a limit to the degree that perks should be reactive. Remember, this is an opportunity to build your internal brand.
Perks that are centered around getting outdoors, for example, can be a great way to give people a sense of the zeitgeist you want to create in the office.
Don’t shirk challenge
On a related point, perks can get people to move beyond their comfort zone and take on new challenges. They can also be an opportunity for team-building.
If, for example, your perks program includes group white-water rafting trips or partner rock climbing, you’re encouraging people to spend time together and maybe overcome a fun challenge without the overly programmed feel of some organized employee retreats.
In other words, perks can creatively build teamwork.
I’m not recommending taking a purely directed approach to perks programs because they should be responsive to the needs and preferences of your employees. The best perks are a mix of activities that people already want, along with those that people might not even know that they want, but could jump at if they had the chance.
By having a perks program that you set, instead of being set by what the data dictate, you also have a chance to express your unique business approach. And there’s nothing more appealing than that.