Picture a candidate comparing two offers. One pays a little more. The other has the stronger benefits package, but nobody has explained what it means for their life. Without help, the paycheck is the easier comparison to make.
Prudential’s 2026 Benefits & Beyond study measured that disconnect. Eighty-nine percent of employers say their benefits package shows they care about employees. Only 66% of employees agree.
That 23-point gap shrinks to 8 points when employees believe their benefits help with the challenges they face right now. Relevance closes most of the gap.
Open enrollment is when most organizations think about benefits communication. Recruiters see the problem earlier. The offer stage is often the first time a candidate tries to work out what a package means for them, and it usually arrives as a PDF attachment.
One caution: recruiters cannot ask about a candidate’s family or life stage. The candidate has to lead. A few ways to make that easier:
Build life-stage scenarios. Show what the package looks like for a parent of young children, someone supporting teenagers, and someone planning for retirement. Let candidates find themselves.
Offer a benefits conversation with every offer, with someone who knows the plans well.
Show total value in plain language next to the base salary.
A strong benefits package only helps you hire when candidates can see themselves in it.