Today’s workforce primarily spans three generations frommillennials to babyboomers--and they look at work, life, money, and finances intotally different ways.

Likewise, they have different benefit needs.

Many of their varying benefits needs can be addressed throughthe many non-traditional voluntary benefits onthe market today.

Employees might be paying the premium, but it’s the employer whodecides what voluntary benefits employees will have to choose from.So what’s the best way for you to advise your clients on which onesto offer?

Their employee generational profile is the key. Employers needto know which voluntary products will most benefit the generations representedin their workers.

Breaking today’s workforce down by generation reflects adifferent picture of what is important to them and dictates thenon-traditional voluntary benefits that would likely be of interestto them.

Read: 25 non-traditional voluntarybenefits

For the three main generations represented in the workforce,we've created three lists of what non-traditional voluntarybenefits appeal to them. Here they are.

1. Baby boomers (born 1946 – 1964)

Baby boomers’ greatest fear is losing their pension, savings, orjob and being unable to retire. Keys to job retention for babyboomers are salary, job security, and health benefits.

They want to count on medical insurance and back-up care fortheir parents. Some baby boomers are in second careers. Some stillhave grown children living at home and/or are helping them outfinancially until they can support themselves.

For the most part, if there’s something baby boomers want, theyare able to buy it.

However, many will question if they should buy it or rather savethat money. Instead, they are trying to be financially responsibleand scaling back from a materialistic lifestyle.

Baby boomers, even if they are high earners, worry aboutretirement--both having enough money for retirement and wonderingwhen the right time is to retire.

Voluntary benefits that would appeal to baby boomers includethese:

• Discount Programs

• Financial Counseling

• Legal Assistance

• Auto Insurance

• Home Warranty Insurance

• Homeowners’ Insurance

• Long-Term Care Insurance

• Wellness Programs

• Employee Purchase Programs

2. Generation X (born 1965 – 1979)

Gen Xers’ work ethic is balanced and flexible with a ‘work hard,play hard’ attitude. Their greatest fear is being overshadowed bymillennials and being overlooked for promotions.

Their benefits needs include income protection, family support,customizable plans, automatic retirement management, and retirementeducation.

This generation’s financial stressors come from multiple angles.They are raising children, preparing for care of their agingparents and trying to save for their own financial futures.

The rapidly-changing retirement, Social Security, and healthcare landscape hits them the hardest.

Because of these factors, they appear to be having the toughesttime financially. They find it difficult to meet their householdexpenses on time each month and are the most likely to carrybalances on their credit cards.

Voluntary benefits that would appeal to Gen Xers include:

• Discount Programs

• Employee Purchase Programs

• FSAs

• Financial Counseling

• Wellness Programs

• EAP

• Child Care

• Cyber Security Insurance

• Homeowners’ Insurance

• ID Theft Protection

• Long-Term Care Insurance

3. Millennials (born 1980 – 2000)

Millennials’ work ethic is that professional fulfillment mattersmore than salary. They expect rapid promotion and meaningful workor they seek other opportunities.

They often juggle many jobs and move from job to job frequently.Their benefits needs include portable benefits, forced savings,financial education, and concierge services.

In general, millennials are very highly educated. One-third ofmillennials have four-year college degrees, but that comes with ahigh price tag. The average millennial has $29,000 in student loandebt alone.

Not surprisingly, they are also more worried about getting ridof or incurring additional debt than their day-to-day expenses.

Non-traditional benefits that would appeal to millennialsinclude:

• Employee Purchase Programs

• Discount Programs

• Tuition Assistance

• Employee Assistance Program

• Wellness Program

• FSA

• Financial Counseling

• ID Theft Protection

Employee benefits are an important driver of employeesatisfaction. Well-designed benefits plans based on the desires andneeds of employees enable companies to strengthen their ability toattract and retain workers.

Advisors who offer their clients voluntary benefits offeringsthat resonate with their employees not only build stronger clientrelationships, but also have an increased revenue stream.

Read: 25 non-traditional voluntarybenefits