Businesses should be developing bespoke benefits packages to suit the age profile of their employees, suggests new research.

The YouGov survey, commissioned by Croner, found that, in general, all age ranges agreed that reputation, flexible working and workplace culture were the “most important benefits” of working for an organisation, reported the Grapevine magazine.

Beyond that, other benefits tended to appeal to certain demographics.

The survey showed that eight per cent of 18- to 24-year-olds would be most attracted by gym membership, followed by staff development and talent management programmes (five per cent).

For the 25 to 34 age group, financial incentives were clearly a major incentive, with 35 per cent of respondents citing bonuses as a major factor.

Viv Copeland, head of reward at Croner, told the magazine: “There are clearly quite significant differences between the benefits valued by different age groups.

“If an employer is trying to balance all these differing needs for both existing and prospective employees a lifestyle benefits programme could really help achieve this.”

The Chartered Institute of Personnel and Development is campaigning for the government to make flexible working applicable to all employees in the UK.