As we hopefully emerge from the pandemic, employers are seeking to connect with employees through a stronger sense of corporate purpose. Group risk benefits are supporting this trend. Edmund Tirbutt reports.

The fact that the pandemic has accelerated a clear trend in the direction of employers seeking to demonstrate a corporate purpose and identity is good news for the group risk industry.

Generali UK Employee Benefits head of business development and marketing Tracey Ward says: “Corporate purpose, mission and values were already high on the agenda a few years earlier, but the pandemic has provided even more focus. Employees need to reflect this purpose in what they do and say, and how they are treated is an important part of this as ultimately the purpose will be reflected in how they act towards customers.”

Now that Covid-19 has significantly reduced the ‘It won’t happen to me’ barrier to sales, group risk products have never had a bigger part to play in this treatment, nor have their many added-value features — which extend to everything from employee assistance programmes (EAPs) to services offering virtual GP consultations, second medical opinions, health and wellness information and nurse-led care advice.

Group Risk Development (Grid) spokesperson Katharine Moxham says: “Employees have re-evaluated their lives during the last year and those working from home have largely seen the benefits of doing so whilst those not happy in old jobs are increasingly looking for new roles. So, employers are having to take this on board and give people benefits that help to support them, or they risk losing quality staff."

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