You also need to communicate those benefits, too.

That was the message Steven Williams, Director of E-Media Innovations and Business Development at the Society for Human Resource Management (SHRM), had for his audience during his presentation, “Employee Benefits: Just How Competitive Is Your Company?” at SHRM’s annual conference in San Diego last month.

It should come as no surprise that benefits are crucial to attracting and retaining top talent (especially with employers complaining about how good talent is still so hard to come by these days)…but where “HR drops the ball,” as Williams put it, was in communicating these benefits. “It’s very important that you communicate your employer brand,” Williams told the audience of HR managers. After all, he said, you may have a great brand, and that’s great, but it has little impact if no one communicates it.

Get the Word Out
“This is not the time to be modest,” Williams told the audience. If companies want to stay competitive, they have to get the best talent, and in order to do that, they have to really step up their recruitment marketing efforts. This means not only offering something unique and desirable to employees, but ensuring prospective employees are well aware of those offerings.

Williams suggested taking a cue from employers with strong brands like Google, Zappos and Southwest Airlines – all of which enjoy various “Best Companies to Work For” honors (and aren’t shy about boasting it). Not only do these companies offer unique benefits (like free gourmet meals for Google employees or getting offered $2,000 to quit at Zappos), but they also make ample use of their resources to advertise these facts – including their own websites, blogs, Twitter and Facebook pages, and, not least of all, their employees: Zappos employees, for example, blog and tweet frequently about life at Zappos, and Southwest employees keep an active blog about their work life. Google includes employee testimonials on its website.

Williams also urged his audience to look for any and every opportunity to communicate their employer brand, including (but certainly not limited to) the following:

• Company website (Side note: in addition to including info about your company’s mission and values, benefits, awards and recognition received, or job listings, think of ways you can incorporate various media, such as employee testimonial videos, virtual office tours, or photos from company events.)
• Print and online job ads
• Chat rooms/forums/blogs
• Visual branding on billboards, posters (Or take a cue from what the TSA recently did and deliver your job ads right to job seekers’ doors…)
• Job podcasting
• “Best Places to Work” lists (Don’t wait around, hoping to be recognized: Submit your company for local, regional and national awards.)
• Company lobby (You need a place to hang that “Best Place to Work” plaque, don’t you?
• Industry magazines
• Policy and procedures manual

Real-Life Benefits You Haven’t Tried
One final thing to note: Employee benefits don’t have to be of Oprah-taking-her-entire-staff-on-a-cruise proportions (although that is nice…), so long as they’re meaningful to the employees and they differentiate a company and its employer brand.

Case in point: Throughout his presentation, Williams asked audience members to contribute the unique benefits their companies offered. Here are some of the ones they shared:

• Self-funded sabbaticals where employees bank part of their income
• Phased back-to-work for nursing moms following maternity leave
• Employee concierge service that aids in personal care
• Grocery services
• Symphony and theater tickets are reimbursed 50%
• Back up care hours for moms who must travel for business
• All employees are given their birthdays off
• A surprise all-expenses paid trip is organized for a long weekend every five years
• Employees are encouraged to purchase new outfits and expense them
• Free on-site yoga
• “Free latte Fridays”
• Free employee health screenings
• First Fridays, in which employees are treated to lunch out

These perks may seem small, but they’re also the kinds of things employees remember and appreciate (because it shows they are appreciated) and that differentiate them from other employers – so consider those things that make your company unique and don’t be shy about promoting them.