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By regularly communicating new or unique elements of their health plans to recruits and employees alike companies can deliver constant reminders of the most valuable benefit they provide. (Photo: iStock)

Locked in an all-out competition to recruit and retain the best talent, HR leaders are coming up with all sorts of creative perks and benefits. From kegerators to electric-car chargers to pet insurance, companies seem willing to do just about anything to give talented workers — especially those mysterious millennials — another reason to come aboard.

But with all the focus on peripheral benefits, a lot of organizations are forgetting what’s quite likely the most important perk they offer: health insurance. It’s the one benefit that almost every business offers and every employee uses. For most businesses it’s also among their largest costs. But few businesses say anything specific about their health benefits to their prospective employees — or for that matter, to their actual employees.

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