Recruiting top talent has never been more competitive, and most organizations have already designed benefits that reflect their values and support their people. Yet even the most thoughtful programs can become a company’s best-kept secret if candidates don’t see them or understand what they truly offer.

It’s not just about what you offer — it’s about communicating them in a way that’s clear, credible, and resonates with candidates. When job seekers understand how they’ll be supported, they’re more likely to view your organization as a place where they want to apply, grow, and thrive.

Benefits as proof of values: what candidates look for early

Today’s job seekers are evaluating more than just compensation. They want evidence that an organization understands what matters most (e.g., flexibility, family support, and financial wellness) and they’re noticing these signals early in the recruiting process.

Research from Cornell University shows that non-pay perks are weighed nearly as heavily as salary. The challenge isn’t just strong benefits, it’s making them easy to understand and connect with. 

Communicated clearly and meaningfully, benefits can:

• Show employees are valued from day one, reducing offer pushback
• Build trust and transparency from the start
• Help candidates envision themselves thriving in your culture
• Reduce early turnover by aligning expectations

3 essential strategies to ensure your benefits stand out in recruiting

Employers are finding creative ways to bring benefits to life throughout the recruiting process. Executed with intention, these approaches turn benefits from background detail into a compelling reason candidates choose an organization:

1. Create career pages that showcase the experience

Career pages aren’t just role listings — they should bring   the employee experience to life. Go beyond perks and highlight how benefits support people every day. Consider:

• Short videos explaining wellness programs, child care support, or other key offerings.
• Interactive calculators showing the real financial value of benefits, from healthcare to tuition assistance.
• “Day in the life” content that demonstrates flexibility, family support, and professional growth.

Citi’s benefits hub, for example, walks new hires through a 90-day enrollment roadmap while showcasing mental health resources, family support, and inclusive offerings. Plus, tools like Health Care 101 simplify complex benefits, turning their career page into a strategic recruiting asset.

2. Leverage social media as a culture window

Social channels are a window into how your benefits and culture operate in real life:

• Use LinkedIn Life pages, Instagram takeovers, and employee spotlights to showcase perks in action. 
• Share quick, lo-fi videos on TikTok, Reels or Shorts to show behind-the-scenes moments and team stories that highlight flexibility, wellness, and family support. 
• Encourage employees to use hashtags (e.g. #LifeAt[YourCompany or #Inside[YourCompany] to share real stories and spark a conversation.
• Publish an annual culture report and promote it across channels for added visibility.

3. Let employees help you tell the story

Candidates trust employee voices over polished recruiter pitches. Testimonials — whether videos, blog posts, or social spotlights — make benefits relatable and tangible, helping prospects envision themselves thriving at your company. 

T-Mobile’s “Un-carrier” series highlights this approach: Inside Sales Coach Karina R. shares how tuition assistance enabled her to earn a degree fully funded by the company. Stories like hers show the real-world impact of benefits in ways bullet points never could.

Make benefit offerings clear and meaningful 

Clear, well-communicated benefits don’t just attract attention — they build trust, reflect culture, and help candidates imagine a future with your company. When messaging is authentic and accessible, benefits become a powerful tool for both recruitment and retention. The key is to tell the story behind them: show how they support real people, real goals, and a shared sense of purpose.

At Bright Horizons, we help leading employers turn benefits into brand-building moments — from care to career development — so the right candidates not only see what you offer but understand why it matters.

Ready to make your benefits a recruiting advantage? Get in touch with Bright Horizons today.