share on
Benefits that support employees' wellbeing, both physically and mentally, create loyalty. "It’s not just about perks; it’s about saying, 'We see you, and we care about what you need'," says Janet Koh, Senior Director, Employee Benefits at Howden.
This article is brought to you by Howden.
What do employers really want in 2025? Beyond attracting top talent, they want to empower a workforce that is engaged, productive, and future ready. Most importantly, they want human capital to be a performance driver, more than a cost driver, thus contributing to business outcomes.
As Janet Koh, Senior Director, Employee Benefits at Howden, tells us: "Benefits are already a key part of business strategy, and that’s only going to grow, especially in today’s climate of medical inflation where comprehensive and meaningful benefits will provide ease of mind to employees."
In fact, she points out, the benefits package is often considered a dealbreaker when candidates are comparing their job offers. "If you’re offering innovative, meaningful benefits, it’s easier to attract top talent," she says.
It's also easier to retain talent using benefits as a lever, by showing employees that they are valued. “Benefits that support their wellbeing, both physically and mentally, create loyalty. It’s not just about perks; it’s about saying, 'We see you, and we care about what you need.’ That kind of approach keeps people engaged and invested in the organisation."
Thus, as we settle into 2025, it's clear that the focus on benefits will only intensify as organisations in Singapore navigate the ongoing war for talent, rising healthcare costs, and evolving employee expectations.
In this interview, we speak to Janet to understand the employee benefits landscape in 2025, and the considerations for HR and benefits decision makers to keep in mind.
4 key employee benefits trends to stay on top of in 2025
There are four trends that HR and benefits leaders would need to stay on top this year, as Janet shares: personalised benefits, digital health solutions, financial wellness, and the attention to wellbeing.
Trend 1: Personalised benefits for a multigenerational workforce
Age diversity – where more generations are in the same workforce at the same time – is shaping the future of work, Janet says.
Therefore, learning how to meet the needs of a multigenerational workforce is vital. She notes that employees don’t want cookie-cutter packages; instead, they want options that fit their individual needs, such as customisable healthcare or extra leave flexibility.
Drawing reference to Howden’s latest report, titled The B to Z guide to Singapore’s most wanted employee benefits, let’s have a look at two most-wanted benefits that matter to every generation in the workforce today:
#1 Flexible workplaces
Older employees tend to favour hybrid work for reasons such as attending to family needs or caregiving responsibilities. And while hybrid work is also sought after by younger generations, they value the flexibility to prioritise work-life balance, hobbies, and downtime.
Keeping these in mind, designing flexible workplace arrangements that align with employee expectations and business needs will be critical to retaining talent and staying competitive.
#2 Optimal health at every age
After flexible work, health benefits are the next most sought-after perk among employees in Singapore.
As employees age, their health needs evolve, and they value benefits that adapt with them. Addressing these requires a thoughtful, multifaceted approach. Some examples HR and benefits team can consider include:
- Promoting physical activity: Depending on budget, headcount, and employee aptitude, initiatives can include:
- Bike-to-work programmes that reward employees who opt for green commutes.
- On-site fitness classes, such as morning yoga or dance.
- Encouraging employees to clock out on time, to ensure a better work-life balance.
- Corporate sports leagues to build teamwork and camaraderie outside of working hours.
- Subsidised gym or sports club memberships, or partnerships with fitness centres that offer membership discounts.
- Preventive health programmes and medical benefits:
- Leverage the Health Promotion Board’s funding for workplace health programmes, such as health screenings, smoking cessation, and workshops on ergonomics, mental health, and nutrition.
- Corporate health programmes that offer preventive health benefits, such as chronic disease screenings for diabetes and cancer markers, as well as on-site or mobile clinics for convenient, on-the-spot health assessments.
Find out the other three most in-demand benefits employees are seeking by reading the guidebook here.
Trend 2: The rise of digital health solutions
Another major development in the employee benefits space is the rise of digital health solutions, with telemedicine, mental health apps, and virtual wellbeing programmes becoming staples. That’s exactly why programmes such as Howden’s MediHub exist, Janet points out — to meet employees where they are.
Such solutions provide the convenience and accessibility that employees value more today, while also ensuring employers continue to have visibility into take-up rates as well as aggregated workforce health analysis.
Trend 3: Financial wellness takes centre stage
In a world where cost of living and inflation are driving up expenditure on all fronts, employees are placing increasing priority on financial wellness.
Keen to learn how to manage their finances and wealth better, knowledge around retirement planning, managing debt, or even budgeting tools, is being valued.
Even the Monetary Authority of Singapore launched its iteration of the Basic Financial Planning Guide in 2023, outlining rules of thumb for individuals to address their savings, insurance, and investment needs.
Trend 4: Wellbeing goes beyond buzzwords
Discussions and support on mental matters are no longer a "nice-to-have"; as many companies are prioritising wellbeing for the promise of better productivity.
Janet elaborates:
"More organisations are expanding employee assistance programmes, offering services such as therapy access or mental health days, and even running mindfulness workshops. Some have also introduced mental health days or designated 'no meeting' times to combat burnout."
Janet Koh, Senior Director, Employee Benefits at Howden
The impact, she shares, is tangible — higher engagement, lower absenteeism, and improved productivity when employees feel supported. "This focus on wellbeing also enhances organisational culture, as it shows employees their mental health is a priority, fostering loyalty and satisfaction."
From benefits to best-fit: The role of employee benefits brokers
Brokers today are strategic advisors, not just intermediaries.
Janet affirms: “Brokers have become much more than middlemen—they are your strategic partner in benefits planning. A good broker will dig into the data, tell you what’s working and what’s not, and recommend solutions that fit your specific workforce.”
So, what should HR and employee benefits leaders look for when selecting a benefits broker?
- Tech-enabled support: Solutions that simplify benefits management for HR and improve accessibility for employees.
- Customisation: Tailored programmes that reflect the unique needs of the workforce.
- Proactive insights: Brokers who don’t just respond to requests, but actively bring new ideas and market trends to the table.
Measuring what matters: Data-driven benefits programmes
It’s one thing to have a great employee benefits policy in place, but another to know if it is hitting the mark — and the answer lies in the data.
"It all starts with asking the right questions. Are your employees using the benefits you’re offering? Utilisation rates can tell you a lot," Janet shares. "For example, if no one’s using a particular benefit, you might need to rethink it or communicate it better."
Other key metrics include:
- Retention rates: Are the benefits contributing to employee loyalty?
- Healthcare claims data: Are the benefits effectively supporting employee health?
- Employee feedback: Surveys and focus groups can uncover what employees truly value.
"The bottom line? Don’t guess. Use the data and feedback to build a package that aligns with what your employees actually need," Janet advises.
Conclusion
Looking ahead, Janet rounds up the interview with her biggest piece of advice to HR and benefits leaders: stay flexible.
She explains: "Employee needs are constantly changing, and what works today might not work next year. Regularly assess your benefits and be open to tweaking them.
And while technology will play a pivotal role in streamlining benefits, communication remains key. "Even the best benefits package is useless if employees don’t know about it or see its value."
Finally, she reminds leaders to think about the 'big picture'. "Benefits should reflect your organisation’s culture and values. Are you supporting diversity? Are you thinking about sustainability?
"When benefits align with your mission, employees feel that connection—and that’s powerful."
Find out how you can partner with Howden to take your employee benefits strategy to the next level.
share on
