Goodman Masson advocates regular employee benefits communications

benefits boutique

Goodman Masson takes great pride in its employee benefits brand and has trademarked its Benefits Boutique. It has also picked up numerous awards, including Most engaging benefits proposition at the Employee Benefits Awards 2016.

Founded in 1993, the London-based recruitment agency employs 150 staff, with over 50% (85) of employees signed up to the organisation’s benefit package.

Goodman Masson as an organisation is a strong believer in communicating its Benefits Boutique package and aims to be transparent in its offering, with a website explaining benefits to prospective and current employees at

Guy Hayward, chief executive officer at Goodman Masson, says: “It is really important that [we] create a brand that is associated with being different and challenging the status quo, and is challenging convention and wisdom, and [our] people. I think that’s why [we] need a brand to support those messages and actively promote it.”

Goodman Masson’s visually stimulating monthly branded emails and quarterly newsletters engage its employees and constantly remind them of benefits on offer, alongside its website dedicated to the Benefits Boutique. Monthly alerts are kept short and straight to the point, and are purely used as a gentle reminder that the benefits exist. 

Content of the emails varies and might remind staff to contribute into the mortgage fund, where they can save to get themselves on the property ladder, or remind them to take advantage of a holiday fund that sees the employer pay upfront costs, which the employee pays back in monthly instalments.

“It’s not just about having a benefit brand, it’s about having frequency of communication. We actively encourage people to utilise our benefits. For example, with the technology fund, if [an employee] wants a new iPhone X, for example, we go and buy it for [employees] and divide the cost over 12 months, and deduct it from their salaries. We’re constantly pushing it; there’s no point having this programme if we actively don’t want people to take part in what it has to offer.”