Work-life benefits are an important part of today's recruiting equation. For a candidate, work-life benefits can be the pendulum upon which an offer decision swings. The latter is especially true for working women. In a world where the 60-hour work week is the norm, candidates are looking beyond salary and advancement, to flextime and wellness programs, to help manage their busy lives. In order to hire and retain the best today, competitive work-life benefits need to be part of the package.

The professional world has been challenged by work-life issues for decades. However, it is only in the last ten years -- as the dual-income family has emerged as the norm -- that companies have actively sought to promote work-life balance. Putting the mechanisms in place to help employees lead meaningful work and personal lives has become a priority for many organizations; as well as a point of excellence and pride. Companies with strong work-life programs stand out as elite organizations in the business community. Ever hear of Google or Whole Foods having recruitment problems?

Work-life programs typically have three area of focus: wellness, affordable benefits, and life balance. Organizations with the best programs often provide benefits in all three areas; integrating these programs into their culture as "core values."

Employee Wellness: These programs focus on improving employee health and well being. The companies that sponsor these programs believe that healthy employees equal happy, productive employees. Wellness can be as simple as putting healthy snacks in vending machines or as complex as sponsoring seminars on topics like parenting, childcare, and elder care. A healthy workforce can also help lower insurance costs.

Life Balance: These programs seek to eliminate unscheduled absences by giving employees the flexibility to manage work-life demands. Benefits such as flex-time, part-time work schedules, compressed work-week schedules, and telecommuting are popular alternatives to a strict (and for many unrealistic) 8 am - 8 pm routine. Companies are also redefining vacation time. Some organizations give employees a blanket 30 days (or more) off a year to use for vacation, sick leave, doctors appointments, etc.

Affordable Benefits: With health care costs rising each year, affordable benefits are more important to candidates than ever. Economies of scale help large organizations keep health care costs down. However, small companies are often challenged in this area. Having a healthy workforce with a low claims rate is the best way to press insurance companies to lower premiums.

Companies with strong work-life benefits definitely have an advantage in the hiring market. Their reputation for being a "great place to work," often ensures no shortage of interest from both passive and active candidates. The challenge for these recruiters is often finding candidates with the right "fit," as well as providing the right compensation package. In cases where salary or opportunities are weak, work-life benefits should be strongly emphasized. Many candidates will lower their compensation expectations for perqs and flexibility.

Recruiters who don't work for companies with strong work-life programs can face challenges. Very few organizations can hire top people without rolling in some work-life benefits. Even when hiring is successful, retention becomes the next problem. Recruiters without an arsenal of work-life benefits to showcase need to sell candidates on the company's other strengths. Perhaps growth, salary, or team dynamics are excellent. A recruiter I know who works for a modest Fortune 500 organization addresses the lack of work-life benefits at her company by saying, "Our company believes in paying high salaries, not high-priced perqs and benefits." That one gets the message across too.

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