Lucy Avsharyan, the vice president of benefits at United Talent Agency, knows firsthand how life’s biggest plot twists, like parenting twins, often overlap with your most pivotal career moments. 

At From Day One’s April virtual conference, she walked attendees through how UTA has transformed family support benefits into strategic tools for employee attraction, retention, and well-being. 

Avsharyan traced her journey as an employee back to the moment her twins were born. “During those first years, I was exhausted at work and home,” she said. That personal pinch point catalyzed UTA’s early experiments with gender-neutral parental leave and on-demand backup childcare. 

What started as a way to make life easier for working parents quickly became a competitive advantage for UTA: “When families are cared for, they can show up as their best selves,” Avsharyan said.

While benefits served chiefly as a retention level a decade ago, they’re now non-negotiables for many prospective employees. Many now log into benefits portals with the same enthusiasm that was once reserved for salary benchmarks, she says.

Employees Asking Harder Questions

“Candidates now come armed with benefits spreadsheets,” said moderator Nicole Smith, editorial audience director at Harvard Business Review. “And they know exactly what they want,” Avsharyan added. “They’re asking, ‘What’s your global parental-leave policy? Do you offer mental-health stipends? How many hours of backup care are included each year?’”

These changes in attitudes toward employee benefits inspired a portal overhaul at UTA, complete with personalized dashboards that show accrued leave, dependent care allotment, and wellness stipend balances in real-time. UTA also promoted closer partnerships between benefits, talent, and finance teams. 

“We needed to move beyond headcount metrics. Talent acquisition wanted enrollment rates. Finance wanted utilization and ROI,” she said. UTA now tracks which offerings drive applications, boost tenure, and reduce unplanned absences by developing a simple data analytics framework.

Designing for a Global Workforce

The conversation turned global when Nicole asked about benefits in the Europe, Middle East, and Africa (EMEA) and Asia-Pacific (APAC) markets. Avsharyan says a one-size-fits-all model doesn’t work in all regions. “In Europe, statutory parental leave can exceed 16 weeks, but mental-health coverage lags. In parts of Asia, it’s the reverse.” Avsharyan said.

UTA solves this problem with a modular benefits platform that combines a core U.S.  package (paid leave, backup childcare, and a wellness stipend) with region-specific add-ons, from fertility treatments in the U.K. to financial-wellness workshops in Singapore. 

“That approach lets us maintain equity—everyone gets a baseline of care—while respecting local norms and regulations,” Avsharyan said. Her advice to organizations struggling to find that balance is to “Listen first, then pilot fast.”

The Baseline Benefits

Mental health continues to be an essential part of a benefits package. “Well-being isn’t a perk, it’s a productivity imperative,” she said. Utilization of wellness benefits rose by 40% after UTA recently added no-cost therapy sessions, virtual mindfulness programs, and emergency financial planning services to its Employee Assistance Program. 

Job flexibility is also redefining work-life balance. “We trust our agents and creatives to deliver results,” Avsharyan said. “Where and when they work is secondary.” 

UTA’s hybrid model grants employees “deep-focus days” in the office and fully remote weeks. “Every team defines its norms, when to collaborate in person, when to block off a remote day, so people aren’t guessing,” Avsharyan said. 

But even with baseline benefits in place, Avsharyan continues to look out for trends and changes in the industry. “We’ll never be ‘done’—our people’s needs evolve too fast,” she said. She envisions next-generation benefits marketplaces, where employees can easily swap stipend dollars among categories, like shifting funds from gym memberships to backup childcare. 

The guiding principle remains constant: continuous listening. “We survey twice a year, but the real insights come from casual check-ins and manager hurdles,” Avsharyan said. “That feedback loop lets us iterate benefits in near real time, so when the next personal earthquake hits, our people know we’ve got them.”

Ade Akin covers workplace wellness, HR trends, and digital health solutions.

(Photo by Jacob Wackerhausen/iStock)