Perkwashing. What is it and how to avoid it

What is 'perkwashing'?

According to a survey by Glassdoor, 57% of job seekers say that benefits and perks are among their top considerations when evaluating a job offer. As the job market becomes increasingly competitive companies have been attempting to recruit top talent through perks and benefits from things like free snacks and discounts to fully paid gym memberships, work from anywhere and unlimited holidays. 

However, some companies have been accused of "perkwashing" - sometimes using these benefits as a smokescreen to distract from deeper issues like low salaries or poor work culture. Employees then realise on starting their new role that all is not as it appeared and the benefits offered are either an empty gesture or, at worst, false promises. 

It’s important to note that whilst the majority of employers have good intentions when offering perks, they may not have the resources they need to follow through on their promises, leading to disappointment. Which is why it’s important to really evaluate your perks and benefits. 

How to avoid perkwashing

So, what can employers do to avoid perkwashing? 

When deciding on perks and benefits you really need to look at your culture and your values and ensure your perks and benefits align. Do your perks align with your culture and people, or are you just trying to entice employees? And more importantly, are you delivering on the benefits you promise? 

For example if you’re a business that prioritises family, are you offering flexible working, the best maternity/paternity leave and help with childcare? 

There are some key steps to ensure you’re not perkwashing to potential employees, and offering current employees the right perks and benefits for them: 

Manage expectations

Give prospective employees and candidates in your recruitment process an accurate view of exactly what you have to offer and be honest about the things that are perhaps a work in progress. How do the benefits work? Why do you offer it? What impact has it had for your employees? These are all things to explain when recruiting/onboarding.

Be authentic

When you’re creating your benefits package, think about your values, what’s important to you and what you are trying to achieve. Design a package that helps people be their best self, and aligns with who your company is. 

Conduct employee surveys

Employees tend to value certain types of perks more highly than others. Make sure you are offering benefits that truly matter to your employees, and not just perks that look good on paper. One of the best ways to get a sense of how your employees feel about their perks is to ask them directly. Perks aren’t one size fits all, so ask your employees what perks they’d like to see and if the current perks are working for them. 

Address underlying issues

Offering perks can certainly help improve employee morale, but they won't solve deeper issues within the company. If your employees are unhappy with the company culture, no amount of free snacks or pizza will fix that. Address any underlying issues head-on, and use perks as a supplement rather than a substitute for real change.

It's important to make sure that you're effectively delivering the benefits you do offer. That means communicating clearly with your employees, making sure that they know what’s available to them and exactly how to utilise their perks. By focusing on creating a strong culture and delivering on your promises, you can build a culture that attracts, and retains talent. 

Interested in other ways of engaging your employees? Our comprehensive guide on employee engagement tells you everything you need to know.