Wellness benefits have become a mainstream offering for most large companies. Smoking cessation, nutrition and fitness, and health screenings have all been embraced by employers as a way of addressing health care costs and improving employee loyalty.

But as wellness programs become the norm, a new way of looking at wellness has emerged, and “nontraditional” programs are now seen by many employers as a way to get an edge on recruitment and retention efforts. The envelope is being pushed in many directions, but the good news is that an expansive view of wellness has paid off for employers, in attracting young workers, retaining older ones, and even in seeing a good return on investment.

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