An employer's quick guide to understanding and meeting the diverse benefit needs of their employees--from teens to traditionalists

1. Optimizing
Benefits for a
Multi-Generational
Workforce
An employer’s quick guide to understanding
and meeting the diverse benefit needs of their
employees—from teens to traditionalists

2. 2
Hovering at a 4% unemployment rate, we haven’t had such an active job market in almost 20 years.
Plus, this may be the first time we’ve experienced five generations working together—from the
Traditionalists to the Post Millennials—who all expect their employers to take care of them in
deeply personal ways.
For employers, a competitive job market can mean a workforce that’s more talented and creative than ever.
However, it also challenges employers to attract top talent, in addition to maintaining loyal and satisfied employees.
While good medical coverage is undoubtedly a motivator, there is also a wide array
of other benefits you can implement to meet the needs of a diverse workforce.
This booklet highlights the primary characteristics of each generation and provides tips
employers can consider when building and updating their benefit programs.
The war for
talent is on
Like it or not, all generations have a name reflecting the zeitgeist of the general decade in
which they were born, like so:
Post Millennials
Born 1997 & later
Millennials
Born 1981—1996
Gen Xers
Born 1965—1980
Baby Boomers
Born 1946—1964
Traditionalists
Born 1945 & earlier

3. 3
2% of labor force
Traditionalists
WHO ARE TRADITIONALISTS?
The oldest population of Americans—born during
the Great Depression of the 1930s—represents 2%
of the workforce.
According to the U.S. Bureau of Labor Statistics, in
2017, almost 20% of people 70 to 74 years of age were
working. That number has gone up by 11% since 1994,
and the trend is expected to continue.
Traditionalists were born right after World War II, and
many are GIs having participated in at least one war.
This, combined with an upbringing where their parents
had survived the meager times of the Great Depression
and spent their working lives with just one employer,
ingrained in them a sense of duty, loyalty and hard work.
Also, they value individual contributions to society:
While they may only make up 11% of the population,
they account for 26% of all charitable giving.
IN THE WORKPLACE
If they held professional jobs in their prime years, they
now hold consultant or part-time jobs at white collar
firms. Regardless of their type of employment, they
impart their well-earned wisdom and work ethic on the
generations coming up behind them.
Predictability and order are key. They are good
team players and are most likely to adhere to an
organization’s rules.
Additionally, they highly value face-to-face and personal
interactions. In fact, of all the generations, one could
argue that Traditionalists are the most skilled at
interpersonal communication.
EMPLOYEE BENEFITS FOR TRADITIONALISTS
Generally, Traditionalists aren’t looking for the trendiest,
most high-tech benefits on the market. So consider the
next time you roll out your yearly benefits if enrollment
is exclusively technology based.
You may want to make benefit consultants available
at face-to-face open enrollment meetings. This small
step could significantly increase understanding
and engagement.
If you are considering giving your total rewards
program a face lift, keep in mind that Traditionalists
are motivated by award and recognition programs and
flexible work schedules. Additionally, they highly value
pensions and retirement programs.
You may also want to leverage medical cost advocacy
and concierge benefits, as these types of services can go
a long way to integrate the health and financial needs of
this prudent and pragmatic population.
Key Benefits for Employees
in their 70s
• Long-term care
• Life insurance
• Pensions and retirement programs
• Medical cost advocacy
• Concierge services
• Critical illness plan
• Benefit consultants and face-to-face
enrollment meetings

4. 4
Baby Boomers
WHO ARE THE BABY BOOMERS?
With the economic boom following World War II,
American priorities shifted to having larger families.
The population explosion that ensued created a
sprawling middle class that spread to the suburbs,
where many Baby Boomers were raised.
Contrary to the “hard knocks” upbringing of the
Traditionalists, Boomers grew up in the comfort and
security of growing wealth prompted by national
economic prosperity. This gave them the confidence
and freedom to focus on self-actualization rather
than necessity.
For example, Boomers are quite possibly the first
fitness generation: In their 20s and 30s, fitness was an
expression of pop culture, and, according to AARP, by
1987, 69% of adults exercised regularly.
However, as Boomers age, their medical concerns are
shifting from preventive care to maintenance.
Fast forward to today where only about 35% of
Boomers regularly exercise. Perhaps technology or
the fast food craze of the 80s has something to do with
this. What is for certain is that Boomers are less fit than
the Traditionalists were when they were the same age.
According to the American Hospital Association, in the
next 10 years, it’s likely that three out of five Boomers
will have at least one chronic health condition.
Also consider that for the past five years, Boomers
have been entering retirement. Not surprisingly, their
biggest concern is whether they’ll be able to live off
their savings.
Indeed, a recent survey from PriceWaterhouseCoopers
(PWC) found that 43% of Boomers are afraid they’ll
run out of money before they die. The rising costs of
medical care as they age contributes to these concerns.
Perhaps most concerning is the prospect of paying
for a nursing home or other assisted living arrangement.
A 2012 survey by the Insured Retirement Institute found
that only 16% of Boomers were confident they’d be able
to afford the long-term care they needed.
IN THE WORKPLACE
When Boomers first entered the labor force, a growing
national economy had opened many professional
opportunities. Climbing the ladder to success was, for
many, the ultimate goal.
Indeed, Boomers are still characterized as being
motivated by position and prestige. Possessing a strong
work ethic that caused them to work long hours and
raise the latchkey kids of the next generation, they were
characterized as workaholics during their prime.
As such, they are less likely to be motivated by
workplace perks, such as telecommuting, and are more
focused on structural fairness and equal opportunity
that open the doors to their professional success.
As Boomers retire out, the replacement needs of
various occupations have significantly increased,
including lawyers, management analysts, airline pilots,
industrial engineers, teachers and teachers aides, and
personnel managers.
Professional
23%
Management
20%
Sales
10%
Office and
admin support
12%
Transportation
and moving
7%
Production
5%
All other
23%
25% of labor force

5. 5
That said, they are interested in staying active in part-
time employment, similar to the Traditionalists.
Chronic condition management programs are key
for this aging population, as they must consider how
to manage their changing health needs. Traditional
health education is the best way to communicate with
Boomers, as they may not be as savvy with technology
as later generations.
Boomers are motivated by
fairness and equal opportunity
in the workplace to support their
professional success.
EMPLOYEE BENEFITS FOR BABY BOOMERS
Long Term Care Plan
To cover anticipated costs, many Boomers are turning
their attention to long-term care insurance. However,
fewer carriers are offering the long-term care insurance
that Boomers desire, while those that do often charge
high premiums and have strict underwriting standards.
A suitable alternative is life insurance that includes a
long-term care rider. These plans can be affordable and
combine long-term care savings with a death benefit
and additional cash accumulation.
Critical Illness Plan
As older employees worry about coping with serious
health problems, they may be attracted to the security
and financial flexibility of a critical illness plan,
particularly if they are enrolled in a high deductible
health plan.
Critical illness plans offer lump sum payments that can
be used for any expense when the covered employee
is diagnosed with certain conditions, such as a heart
attack, stroke, renal failure or even cancer.
Employees can find it particularly reassuring to know
they will have funds available to seek experimental and
alternative treatments that would not be authorized by
traditional health insurance plans.
Health Education and Wellness Programs
As older employees become more susceptible
to chronic health conditions, health education
and wellness programs are integral to their
health management.
Wellness fairs, classes and onsite nurses can also
be great motivators for Boomers to better manage
their health.
Communications
As benefits become more complex, Boomers can make
use of decision support tools that educate and make it
easier to enroll in the benefits that make sense for their
changing needs.
Like Traditionalists, Boomers are likely to use medical
cost advocacy services, concierge services, and face-to-
face open enrollment and consultation meetings to help
them navigate the health care system and make the
most of their benefits.
As older employees become more
susceptible to chronic health
conditions, health education and
wellness programs are critical to their
health management.
Key Benefits for Employees
in their late 50s–60s
• Long-term care plan
• Critical illness plan
• Pensions and retirement programs
• Medical cost advocacy services
• Concierge services
• Benefit consultants and face-to-face
enrollment meetings

6. 6
Gen Xers
WHO ARE THE GEN XERS?
Generation Xers have gone by many names, including
the MTV Generation, the latchkey generation, the
sandwich generation and Generation Y. However,
through it all, the name Generation X has prevailed.
This is the first generation to be referenced by a letter
rather than an actual name. At the time the “X” was
coined, the letter was meant to symbolize the apparent
alienation this generation felt during its youth and
their desire to not be defined.
Generation Xers were born into an era of shifting
priorities and concerns. The fertility rate decreased
significantly in their generation, and suddenly it wasn’t
uncommon for both parents to work full
time jobs and, for many, to get divorced.
Xers, responsible for the alternative rock movement,
grew up witnessing the crack and AIDS epidemics
and the sexual revolution. They were also the first
to experience post-integration after the civil rights
movement.
Presently, Generation Xers must simultaneously take
care of their growing children and aging parents. They
are faced with balancing the college tuition needs of
their kids with the caregiving costs for their parents, on
top of their own retirement concerns.
Gen Xers say they find it difficult to pay their household
bills on time, and one-third have withdrawn money
from retirement savings, most commonly because
of unexpected bills, according to a 2017 survey by
PriceWaterhouseCoopers (PWC).
IN THE WORKPLACE
Gen Xers will be in the labor force for another 30 years.
Almost half have professional and management roles.
Being the first generation to have computers in their
homes during their childhood and into adolescence,
they are just as comfortable with technology in the
workplace as Millennials, perhaps more so. A recent
Nielsen study finds that Gen Xers use social media
and stay on their phones, computers and tablets
significantly more than Millennials.
Additionally, Gen Xers are equally masterful in
technology as they are in interpersonal, face-to-face
communication and leadership.
However, according to research published by the
research center DDI, Gen Xers are most overlooked
for promotions, compared to Millennials and Baby
Boomers, even though they have more direct reports
than Millennials. Even so, Xers are more loyal to their
employers and less likely to leave than Millennials.
Gen Xers are—despite the stereotype of being a cynical
and skeptical lot—adept to change, independent,
innovative and highly collaborative team leaders.
33% of labor force
Professional
24%
Food preparation
and serving
8%
Management
19%
Sales
9%
Office and
admin support
5%
Construction
6%
Production
6%
Transportation
and moving
5%
All other
18%

7. 7
Gen Xers are equally masterful
in technology as they are in
interpersonal, face-to-face
communication.
EMPLOYEE BENEFITS FOR GEN XERS
Hospital Indemnity Plan
Families with dependent children have been the most
affected by the shift of many companies to consumer-
driven health plans (CDHPs), which offer lower
premiums in return for higher deductibles and copays.
While such high-deductible plans are generally meant
to be used alongside a health savings account to cover
routine expenses, many participants find it difficult to
set money aside in these accounts.
An option particularly appealing to Gen X workers with
families is insurance that offers supplemental payments
to cover certain out-of-pocket healthcare expenses.
Traditionally, hospital plans simply paid a set amount
for each admission and each day spent in the hospital.
Responding to the rise of CDHPs, some carriers offer
improved policies with benefits for some other
significant out-of-pocket costs employees now face,
including outpatient surgical procedures and
diagnostic tests.
Accident Indemnity Plan
Families also have a different reason to consider
personal accident policies: kids who play team sports.
In fact, some policies have added additional benefits
for accidents related to organized sports events. If they
have kids that are very active in sports, families can find
that their accident plan is probably the coverage they
use the most after medical insurance.
Paid Family Leave
Paid family leave is a highly valued benefit.
Consider how your organization can provide generous
paid family leave that supports the needs of this
caregiving generation.
Programs for Financial Wellness
Because a high percentage of Gen Xers are juggling
credit card debt, implementing purchase programs
and home and car insurance discount programs can
help this group of employees achieve greater
financial success.
Communications
Gen Xers are accustomed to both print and technology.
As such, blending various types of communication
vehicles into a strategic communications plan can
reinforce your commitment to transparency and
their health.
Gen Xers are adept to
change, independent and
innovative. They are also highly
collaborative team leaders.
40% of Gen Xers have
credit card balances
Key Benefits for Employees
in their late 40s – early 50s
• Hospital indemnity plan
• Accident indemnity plan
• Paid family leave
• Home and car insurance discounts
• Purchase program
• Mixture of traditional and technology-
based communications

8. 8
Millennials
WHO ARE THE MILLENNIALS?
Millennials grew up in the economic boom of the 80s
and 90s. Perhaps this is one reason why their parents
did not spend as much time educating them on fiscal
responsibility. This general economic privilege also
spilled into the classroom, where they were taught
that “everyone is a winner,” thereby reversing the
workaholic culture of the Boomer generation.
Millennials are the original digital natives.
They were the first generation of children to have
home computers as commonplace. Cell phones
and text messaging first became popular in the late
1990s, when the oldest Millennials were in their late
teens. And when Facebook was released, most were
teenagers or in their early twenties.
Currently in their early 20s to mid-30s, they have
significantly more financial stress than their parents
and grandparents simply because of their much higher
student debt. In 2012, 40% of all 25-year olds had
outstanding student loans, up from only 25%
in 2003, according to the Federal Reserve Bank of
New York.
BUT WAIT, THERE’S ALSO THE XENNIALS
Recently, it’s become popular to define the micro
generation that’s formed on the cusp between
the Millennials and the Gen Xers as Xennials, born
between 1977 and 1983. As such, the second half of the
generation is called Generation Y.
Xennials grew up in an analog world and experienced
adulthood in the digital age. They are somewhat a
modern-day lost generation: nostalgic for the “good
old days” yet well-versed in technology.
As Xennials transition into family life—buying homes,
getting married and raising children—and increasingly
care for their own aging parents in the Boomer
generation, they are experiencing the financial stressors
of caretaking similar to those experienced by Gen Xers.
IN THE WORKPLACE
At 35%, Millennials make up the largest percentage of
the labor force. As immigration of Millennials continues
to increase and Baby Boomers retire and their
immigration numbers do not increase, Millennials are
expected to surpass the Baby Boomers as the largest
living adult population by 2019.
Negative stereotypes of this generation include that
they are high maintenance and have not learned the
lessons of hard work and competition.
That said, Millennials have had to edge their way into
a hypercompetitive labor force, competing against the
Gen Xers and Baby Boomers. Over a third have obtained
professional and management employment.
Given the right environment that is flexible and open to
diversity, they are innovative and dedicated employees.
EMPLOYEE BENEFITS FOR MILLENNIALS
Financial Wellness Programs
Financial wellness is a top concern among
Millennials. Student loans are a major financial strain
that affect many. It can be tremendously difficult
to make contributions to a savings or a company’s
retirement plan when they are focused on paying off
student debt.
35% of labor force
1965
Gen Xers Xenials Gen Ys
Millenials
19961977-1983

9. 9
Student loan repayment programs are a way to respond
to this financial stressor. Additionally, companies with
a lot of younger college graduates are starting to offer
student loan counseling, a service that helps employees
sort through the more than 70 payment and refinancing
programs available to them.
Insurance Options for an Active Lifestyle
This demographic is highly active. Employees involved
in extreme sports, bicycle commuting, or other physical
activities may find additional security in one of the
innovative personal accident insurance policies on
the market, particularly if they are enrolled in a high
deductible health plan.
Fitness and other healthy living programs can go
a long way to attracting and retaining Millennial
talent. Consider gym membership reimbursement,
healthy shopping discount programs, and fitness and
mindfulness classes at the workplace.
Group and personal wellness challenges incorporated
into wellness programs are also a popular benefit, along
with incentives connected to the wellness challenges.
The most popular types of incentives to offer are gift
cards and gift certificates, followed by prizes and raffles.
Benefits for Growing Families
As working Millennials begin to have children, providing
flexible work schedules, as well as generous paid
parental leave that goes beyond local and federal
requirements, are popular benefits.
Additionally, employers should consider providing
home and car insurance discount programs, purchase
programs, and commuter benefits to help employees
achieve work-life balance.
Communications
Because of the mixed appreciation for technology,
communicating to employees with a blend of traditional
print and digital communications is the best way to
inform and motivate this population.
In an increasingly gig economy,
Millennials value flexibility,
paid time off and the ability to
manage their work day based on
their workload.
Professional
23%
Food preparation
and serving
8%
Management
14%
Sales
11%
Office and
admin support
12%
Construction
5%
Production
6%
Transportation
and moving
6%
All other
15%
40% of Millennials have
outstanding
student loans
Key Benefits for Employees
in their late 20s–30s
• Student loan repayment programs
• Accident insurance (used with HDHP plans)
• Flexible work schedules
• Paid family leave
• Home and car insurance discounts
• Purchase programs
• Corporate responsibility
• Technology and print communications

10. 10
Post Millennials
WHO ARE THE POST MILLENNIALS?
Post Millennials (also known as Generation Zers) were
born after 1996.
Less credulous than the Millennials who precede
them, Post Millennials have witnessed their parents’
challenges living through the Great Recession and
have learned from their financial mistakes.
According to a recent study, 12% are saving for
retirement, and 21% have a savings account before
age 10. In this sense, they very much resemble the
Baby Boomer or Traditionalist generations.
Resourceful problem-solvers and communicators,
Post Millennials are on track to be innovators in a
knowledge-based economy.
In today’s consumerist society, they are highly tech
savvy and make use of social platforms to inform
themselves and make decisions. For example, they are
very comfortable watching online videos to learn
new skills.
That said, they are not the strongest readers or public
speakers. This may have something to do with growing
up in a highly digital age.
IN THE WORKPLACE
The oldest among them—those who are at least 16
years of age as of 2017—make up about 5% of the US
labor force.
Most Post Millennials work in sales, particularly in the
summer months.
However, over recent decades, there has been a
significant decline in teen summer employment, a trend
that’s in line with most developed countries.
Once averaging of 46-58%, summer employment has
gradually declined to 25% in 2017. There are a number
of reasons for the decline, primarily:
1. Fewer low-skilled jobs available
2. Longer school years
3. More kids enrolled in summer school or
summer college programs
4. More kids doing unpaid community
service order to fulfill high school or
college requirements
5. More kids working in unpaid internships
Post Millennials seek a fun work environment,
flexible work schedules, on the job training and
career advancement.
They also value hard work and take advantage of
opportunities that are placed before them.
Professional
7%
Foodpreparation
and serving
27%
Personal care and
service occupations
7%
Sales
23%
Office and
admin support
11%
Transportation
and moving
6%
All other
18%
5% of labor force

11. 11
EMPLOYEE BENEFITS FOR POST MILLENNIALS
Mentorships and Training
Post Millennials will most likely enter your workforce as
seasonal or part-time workers or as interns.
As such, investing in programs such as mentorships and
on the job training is key. These investments also serve
to reinforce your organizational culture.
Corporate Conscience
Because Post Millennials care about the place where
they work as much as the work that they do, it’s
important to consider your organization’s corporate
responsibility, which is defined as the ethical behavior
of an organization to better its inner community (its
workforce), as well as society at large.
Consider your organization’s involvement in
philanthropy, diversity, and multiculturalism; efforts
to decrease micro-aggressions in the workplace; and
encouragement of teamwork.
Financial Benefits
Post Millennials tend to be fiscally conservative and are
more likely to save and invest in retirement plans.
As such, Post Millennials are motivated by career
advancement and financial rewards.
Communications
Post Millennials expect to be communicated digitally.
This is the generation where personalized email
communications, benefits administration technology,
text messaging, wearables, and training and educational
videos will most be appreciated.
Post Millennials value similar
benefits as Millennials.
Therefore, the benefits you’ve
implemented to attract Millennial
talent will also apply for the
generation coming up behind them.
21% of Post Millennials
have a savings
account by age 10 Key Benefits for Employees
in their teens–early 20s
• Flexible work schedules
• Paid time off
• On-the-job training and mentorships
• Digital communications
• Retirement plans
• Corporate responsibility
Everyone wants to be seen
as a whole person.
A total rewards package that attracts and
retains top talent must respond to the
needs of a diverse workforce.
Optimizing Benefits
for Everyone
All employees—regardless of their generation—
are looking for work-life harmony.
The financial and overall well-being they seek at home,
they also desire at work. They feel it’s their employer’s
responsibility to help them obtain it.
To stay competitive, organizations should equip
themselves with a total rewards package that responds
to the benefit needs of a labor force comprised of people.

12. Crystal was recently acquired by Alliant Insurance Services, one of the nation’s largest specialty
insurance brokerage firms. To learn more about Alliant, please visit
www.alliant.com
AlliantBenefits.com | Alliant Employee Benefits, a division of Alliant Insurance Services, Inc. CA License No. 0C36861.
© 2018 Alliant Insurance Services, Inc. All rights reserved.