According to a recent survey, multinational companies are investing more in technology to improve employee benefit management. They place a special focus on AI and data driven decision-making.
Towers Watson’s 2025 Global Priorities for Employee Benefits Report, which focuses on risk management and human resources consulting, reveals that 46 percent multinational headquarters want to increase their use of technology in this area.
In the research, it is noted that a greater reliance is being placed on advanced technologies as well as employee data in order to create more effective and tailored benefit strategies. AI is used to improve employee engagement, streamline data processing and support operational processes.
Companies continue to focus on the importance of supporting their employees’ mental, physical and financial wellbeing. Over half (52%) say that using data insights to enhance the benefits experience is a top or high priority.
Benefits are also being used to communicate the mission and purpose of a business. The majority of multinational headquarters state that increasing awareness of benefits is an important strategic priority in order to match internal culture and outward brand identity.
Global strategies are shaped by technology and standards set up at the headquarters
Nigel Bateman is the managing director of Towers Watson’s global HQ Solutions. He said that benefits have become a key component to employee well-being and corporate image. Benefits are now important to leaders, employees and investors because they support the overall health of employees and show what a business stands for. “Leading corporations are getting involved, even at the headquarter level. They’re setting global minimum standards.”
Bateman said that technology is a major factor in this change, as it helps organisations gain insights into the needs of their employees and create benefit strategies that are reflective of company values. Benefits and wellbeing programs are no longer just a nice to have, but are now a reflection on a company’s values.
70 percent of multinational headquarters are now actively involved in setting global standards and are guiding local benefits decisions. A clear trend towards cross-border strategy is evident, with 50% of HQs planning to implement regional-wide benefits in areas like life insurance, healthcare, and retirement provision.
Cost, talent, and employee engagement are all strategic priorities
75 percent of headquarters consider cost management a priority. 58 percent of these are directly involved with managing benefit budgets to ensure resources are allocated in areas that provide the greatest value for employees.
Benefits strategy is also closely related to talent attraction and retention. 65 percent of companies view benefits as an important differentiator on the job market. They help to attract, retain and engage staff. In the meantime, 79 per cent of companies are working on increasing their promotion of benefits in order to improve employee involvement and understanding.
Benefits are aligned with DEI and ESG goals. Over half (52%) report that their global headquarters are focused on integrating benefits into these wider priorities.
Employee Benefits: Bridging the Gap
Gaby Joyner is the Europe head of employee experiences at Towers Watson. She said employee feedback was essential for ensuring that benefits are aligned to real needs. She said that employee listening programs are essential to bridge the gap between companies’ benefits and employees’ needs.
Joyner said that a proactive promotion of employee benefits is necessary to create a positive experience for employees.
She said that companies need to promote their benefit programmes and the meaning of them around the globe. “And they must improve employee understanding and engagement in benefits to create a consumer-grade employee experience.”
