People remain the driving force behind organisational success. To attract and retain skilled and unskilled workers, HR leaders are embracing innovative, holistic total rewards strategies—moving far beyond compensation to deliver value in areas that matter deeply to today’s workforce.

Total rewards now encompass a spectrum of offerings, including benefits, bonuses, work-life balance, career advancement opportunities, recognition, and purpose-led culture. Here’s how HR leaders are redefining their approach to meet the evolving expectations of a multi-generational workforce.

A meaningful career, not just a job

Geena Binoy, CHRO at Tata Technologies, highlights the power of purpose in their Total Rewards proposition. “Tata Technologies' vision of ‘Engineering a Better World’ reflects our intent to engineer better careers for youth,” she shares. From structured recognition and leadership development (like the Leader Bridge program) to a culture of inclusion (Rainbow) and continuous learning, the organisation integrates performance, purpose, and potential into its rewards framework—positioning itself as a global employer of choice.

Startups with a strategic edge

Tina Singh, HR Director at Clavrit Digital Solutions, offers a startup perspective. She explains how Clavrit leverages Total Rewards to stand out in a saturated IT talent market. Beyond competitive pay, they provide performance-based bonuses, stock options, flexible work, and mental wellness support. “It’s about creating an environment where job satisfaction meets long-term value,” she says. Career development, through mentorship and training, further reinforces their appeal to growth-oriented professionals.

Creating connections through customisation

Indrani Chatterjee, Group CHRO at Allcargo Group, sees Total Rewards as the crucial link between employer and employee. She emphasises the need for rewards strategies to evolve with shifting employee expectations. “It’s not one-size-fits-all anymore,” she says. With offerings spanning performance incentives, paid time off, retirement plans, and healthcare benefits, Allcargo ensures its strategy supports the diverse needs of a multi-generational workforce.

Tailored rewards in the logistics sector

In the logistics space, where the demand for talent is accelerating, Ecom Express is leading with purpose and precision. Pratyush Poddar, AVP – HR, shares that their Total Rewards approach is grounded in three key pillars: Competitive Compensation, Comprehensive Benefits, and Career Growth. For delivery partners and frontline workers, the company offers targeted benefits like medical and accidental insurance and flexible loans, while performance-based incentives drive alignment with business goals. “By empowering employees to grow and innovate, we build a workforce that’s future-ready and fully engaged,” Poddar says.

Holistic total rewards

To attract, motivate, and retain top talent, Sonal Arora, Country Manager, GI Group Holding, suggests organisations adopt a holistic Total Rewards strategy to position themselves as employers of choice.

"Total Rewards go beyond monetary compensation—they encompass both tangible and intangible components. Tangible rewards include base pay, incentives, health benefits, retirement plans, and other perks. Just as critical are the intangible, relational rewards: career development opportunities, company culture, recognition programs, and flexible work arrangements.

"As India advances toward becoming a more developed economy, employee expectations are evolving. Talent now evaluates potential employers not just on pay but on the overall value proposition. This includes financial benefits as well as non-financial elements that contribute to job satisfaction and well-being," says Sonal.

With an increasingly diverse workforce across genders and generations, preferences around rewards are also shifting. "Millennials and Gen Z, for instance, tend to prioritise recognition and growth opportunities more than older generations. Forward-looking organiz=sations are embracing flexible reward programs, allowing employees to personalize their benefits—be it higher retirement contributions, extra leave, childcare benefits, or L&D options—based on their individual needs,' Sonal adds.

A thoughtfully designed, flexible Total Rewards strategy not only enhances employee satisfaction and retention but also reinforces the employer brand in a rapidly changing talent landscape.