Becoming a best place to work is paying off big for today’swinning companies. Take Netflix for example, which recentlyannounced a 56 percent profit growth and a rapidly increasingglobal customer base that reaches 93.8 billion — beating subscriberprojections by 36 percent.

Related: What does it take to be a top employer? Thesecompanies have the answer

Frequently topping the best place to work charts, Netflixfamously offered unlimited vacation to employees back in 2004 andhas since expanded paid parental leave to a full year after a childis born or adopted. When announcing this new benefit policy,Netflix Chief Talent Officer Tawni Cranz shared, “Netflix’scontinued success hinges on us competing for and keeping the mosttalented individuals in their field. Experience shows peopleperform better at work when they’re not worrying abouthome.”

Like Netflix, more and more businesses are investing in bestplace to work benefits and perks that attract and retain toptalent, strengthen workplace culture and engage diverse employeepopulations. These companies are also experiencing strongreturns. In an independent analysis of the financial performance ofthe “100 Best” companies, data reveals best places to work performtwo times better than the general marketplace and provide threetimes the return. Best companies also experience half the voluntaryturnover of industry competitors.

Employee expectations and new workforce trends are changing theway companies do business. Today’s multigenerational, tech-savvyand socially-motivated employees want to work for companies rootedin a strong purpose and mission with a thriving culture.

The new workforce is also more interested in benefits and perksthan ever before. In fact, Glassdoor data reveals 4 out of 5employees prefer new benefits over a pay raise, and nearly 3 in 5people say that benefits and perks are among their topconsiderations before accepting a job.

Related: Employee benefits are the newsalary

Brokers and advisors can add value by providing strategicconsultation to help clients across all industries become bestplaces to work. While trendy perks like nap pods and surf breaksare certainly buzzworthy, the real transformative benefits fallinto the following top trends for 2017.

1. People-first initiatives are winning

Having the most family-friendly benefits is the latest arms raceamong employers.

With Silicon Valley tech giants Netflix, Microsoft, and Amazonproudly expanding paid parental leave coverage, companies acrossall business sectors are adopting more generous family policies andbenefit offerings.

Related: Why Trump’s maternity plan insults both women andmen

American Express announced an increase in paid parental leave tofive months with added surrogacy and IVF benefits, and Ernst &Young expanded parental leave from three to four months for parentsof all genders and added adoption, fertility and surrogacy benefits.

And when it comes to family benefits, inclusion is a toppriority. Companies with expanded parental leave are extendingthese same benefits to any employee taking care of loved ones,including those caring for sick parents.

In the coming year, brokers and advisors can expect to continueto see more generous parental leave, as well as people-firstinitiatives beyond family benefits.

For example, more generous vacation policies with additionaltime off for travel, volunteering and anniversaries have become thenorm among top companies.

2. Modern flexibility and convenience replaces traditionalwork-life balance

Work-life balance, at least in the traditional sense of theterm, is dead. To meet the changing demands of today’s24/7-connected world, employers are offering more flexible workschedules, remote work options, reduced meetings, reduced workweekhours, and benefits that provide modern convenience.

Related: Flexible schedules, telecommuting on therise

In a study of the new workforce, PwC surveyed more than 40,000people of different generations, career stages and culturalbackgrounds and found that if they were able to make their currentjob more flexible, 64 percent of millennials would like tooccasionally work from home, and 66 percent of millennials wouldlike to shift their work hours.

Additionally, 15 percent of male employees and 21 percent offemale employees say they would give up some of their pay and slowthe pace of promotion in exchange for working fewer hours.

From flexible arrangements to errand running, personal conciergeprograms and onsite car wash, benefits that provide modernconvenience, reduce stress and improve quality of life areimportant for today’s best places to work, especially inhigh-stress industries like technology, law, finance, andhealthcare.

Brokers and advisors can evaluate a variety of benefit offeringsto help clients cultivate a more engaged and successful workforcein today’s competitive global market.

3. Values-driven benefits create a uniqueculture

While many leaders are investing in “happiness” at theworkplace, it seems like the number one value employees crave morethan anything else is actually “freedom.” In a 2014 report by UBSInvestor Watch, analysts found that millennials regard “having ahappy family,” “having financial freedom,” and “living a full lifewith a wide variety of experiences,” as the top definitions ofsuccess.

Related: Are you ready for the millennial babyboom?

Today’s employees are looking for workplaces that demonstrate ashared commitment to these values and personal definitions ofsuccess. Leading e-commerce company Boxed made headlines byoffering to pay college tuition for all employees’ children, andcontributing $20,000 toward employees’ weddings.

While not every company can offer such generous financialsupport, there are plenty of benefit programs and perks that canhelp employees alleviate major stressors and achieve a moremeaningful, fulfilling and successful life.

With an understanding of workforce needs, challenges andpersonal goals, consultants and advisors can partner with clientsto build values-driven benefit programs and initiatives that make adramatic impact on job satisfaction and performance.

Personal concierge referrals, student loan support, and errand running areall benefits that truly liberate, give back valuable time, reducestress, and make life easier. Benefit programs that resonate withvalues will foster a more grateful, supportive, engaged andinspired workplace culture.

4. Total well-being is the new wellness

With millennials reporting depression in higher numbers than anyprevious generation and mounting evidence that stress anddepression are linked to major physical health risks, companies arelooking beyond traditional insurance to expand total well-beingbenefits and improve employee health.

Related: Employers shifting focus from wellness towell-being

Many best places to work offer a variety of creative healthbenefits including meditation rooms, organic meal preparation byprofessional chefs, chair massages, and in-house yoga.

Additionally, a strong employee assistance program (EAP) withtotal emotional wellness benefits, financial wellness support andan intuitive, seamless user experience is an effective way to helpensure that clients’ employees thrive.

5. Career coaching and advancement is still a toppriority

No matter how great the game room and retirement plan are,employees will not stay with a company very long without a clearpath for advancement. Professional development courses, interofficeexchange programs, a diverse C-suite and continuing educationinitiatives not only give employees the tools for advancement, butalso help the company succeed.

Related: Women and men still have very different careerexpectations

By providing consultation around benefits that offer training,skilling and career coaching, brokers and advisors can help clientsdetermine which programs will effectively support long-term growthstrategies.

If there is one thing to be learned from 2016, it is people wantto know that they matter. HR leaders who invest inpeople-first policies will see the strongest 'return-on-individual'through improved engagement and retention.

New benefits and perks that speak to modern workforce needs —like errand running, financial wellness, life coaching, andall-inclusive caretaking support — will become strong tools forretention and engagement in 2017.

High-quality EAPs and corporate concierge programs can addressany major gaps in benefits for the new workforce and support bestplace to work initiatives for any company.

Brokers and advisors who can provide strategic insight forwinning workforce initiatives will strengthen partnerships with keycustomers and build a long-lasting foundation for success.