Competing with large corporations and more flexible startups, they need to create differentiators to attract and retain talent in a highly competitive market. New generations, especially Millennials and Generation Z, increasingly value benefits packages that go beyond the basics and that directly contribute to well-being, work-life balance, and personal development.
This movement is especially important for medium-sized companies, which are undergoing a phase of transformation in their approach to people management. Therefore, understanding employee expectations and investing in innovative benefits has become essential for these businesses to remain competitive.
The profile of medium-sized companies and the challenge of competitiveness
Medium-sized companies, generally characterized by 'lean' structures and a number of employees ranging from 50 to 300, occupy a particular space in the market. They are large enough to have a certain formality and defined organizational processes, but 'small' enough to feel the direct pressures of competition and constant innovation.
Unlike large corporations, which often have more singapore number list robust budgets to attract talent, and startups, which stand out for their flexibility and culture of innovation, medium-sized companies need to find a balance to remain attractive and competitive. This search for a competitive edge places innovation in benefits as a central strategy.
For these companies, the need to innovate their benefits packages has emerged as an essential means of attracting and retaining talent. As such, they have adapted to this reality, especially with the growing appreciation of well-being and mental health in the workplace.
Offering benefits that really make sense for employees and promote quality of life and work-life balance has become a competitive advantage.
According to the Society for Human Resource Management (SHRM), 70% of HR professionals believe that wellness benefits positively impact employee productivity and health , a perception that also motivates medium-sized companies to adopt this type of benefit.
The adoption of these wellness programs, mental health, access to travel experiences and personal development opportunities are some of the strategies that medium-sized companies are using to stand out in the market. This allows them not only to increase their attractiveness, but also to build a more satisfying and productive environment for their employees, thus strengthening their competitive position against large corporations and startups.
Why mid-sized companies are focusing on competitive benefits
That's right. Medium-sized companies are increasingly aware of the importance of corporate benefits as a competitive differentiator.
A real prize is one that remains in the memory: distribute travel vouchers to your employees at the end of the year awards ceremony
According to the Corporate Benefits Panorama – Perceptions and Expectations for 2025 , developed by Onhappy, 79% of HR professionals in medium-sized companies indicated concern about promoting well-being. In addition, 64.15% of medium-sized companies plan to increase their benefits budget in the coming years, signaling a clear movement towards adapting to the new demands of the labor market.
This is a clear sign that mid-sized companies are willing to invest in more attractive and innovative benefits packages, aware that these investments can generate significant returns in terms of talent retention and reduced turnover . This focus not only reflects the appreciation of employees, but also a long-term retention strategy that helps the company build a culture of support and care for its professionals.
When we analyze the benefits package offered by these companies, we observed in our study that 46% of medium-sized companies have packages considered “moderate”, with some additional benefits beyond the mandatory ones, but still far from being complete.
There is a shift underway, with many of these organizations looking to include more meaningful benefits that meet the growing expectations of employees. Rather than limiting themselves to the bare minimum, mid-sized companies are moving toward more personalized and comprehensive benefits packages, incorporating, for example, wellness programs, mental health, flexible working hours, personal development grants and even access to cultural and travel experiences, such as Onhappy.
How can medium-sized companies structure their benefits package?
For mid-sized companies to develop a truly competitive benefits package that is aligned with their employees’ expectations, it is crucial to follow some practical steps. The first step is to identify the real needs of employees. This can be done through internal surveys, conversations with the team and data analysis on the main demands and interests of employees.
Next, the company must conduct market research to prioritize benefits that are in line with the company's values and culture. It is important that the benefits package is aligned with the company's identity and with what it wants to communicate to its employees and the market. It is important to emphasize that the benefit is an extension of the employee's experience, going beyond a mere financial incentive.
An essential practice for ensuring that your benefits package remains relevant and competitive is to periodically reassess the benefits offered . In today's scenario, employees' needs and priorities change rapidly, and keeping up with these changes ensures that your company maintains a competitive edge.
For many companies, implementing a full benefits package all at once may not be financially viable. Therefore, a good approach is to invest in a phased manner, prioritizing a few benefits initially and gradually adding new benefits over time.