The better you get at delivering a strong user experience, the more attractive your company will be to both the superstars you're trying to hire and the ones you're trying to hold onto. (Image: Shutterstock)

In 2019, the War for Talent is likely to intensify.

With the unemployment rate at a fifty-year low, top job candidates can be extra picky about who they work for. Companies trying to woo these candidates (or convince their most valuable employees to stick around) are realizing that offering a highly competitive salary and great benefits package doesn't cut it anymore. Even perks like flexible work schedules, a generous leave policy, and an Instagram-friendly office space aren't the difference-makers they were five years ago. In fact, in a lot of industries, they're the new normal.

With that in mind, what can a company looking for a leg up in recruiting and retention do? I think the answer is pretty simple: Instead of bulking up your total rewards and employee perks inventory, get better at explaining the value of all the great stuff you already do with unusually clear, helpful, and employee-friendly communications.