In the face of higher medical cost sharing and stagnant wage increases, benefits packages that feature non-traditional voluntary options offer employers a hassle-free way to round out core coverages and win the talent war. But new research shows a surprising gap between the number of employees with access to these offbeat offerings (29%) and those who want them (48%).

That is the conclusion of a Harris Interactive poll commissioned by Purchasing Power, a leading specialty e-retailer of consumer products, vacations and online education services through payroll deduction.

“It’s nice to have benefits that make life easier for you,” says Elizabeth Halkos, Chief Revenue Officer for Purchasing Power. “And from an employer’s perspective, this is a great way for them to show the value of the benefits that they offer; that it’s not just about giving employees some things that their broker recommended.”

Non-traditional voluntary benefits include options like pet insurance and legal assistance, as well as employee purchase programs, which come in numerous forms. Some offer a way to finance products and services through payroll deduction; others offer a portal through which employees can access discounts on various goods; and some offer discounted rates from specific manufacturers.

These particular programs largely appeal to lower-income or middle-class workers with credit problems or those who haven’t had an opportunity to establish credit. The level of interest in non-traditional voluntary benefits was highest among people earning less than $75,000 a year, according to the Harris poll.

Easily customized

For non-traditional voluntary benefits, the key ingredient is customization and there are varying degrees of usage. For example, Halkos explains that while the audience for pet insurance is confined to people with pets who see a need for such coverage, nearly everyone could conceivably take advantage of legal assistance at one point or another.

“With discount programs,” she adds, “people are always buying computers or laptops, whether it’s for them or relatives. Some of those programs also involve cell phone service, which represents an ongoing bill for people.”

While most working Americans have no illusions about their employer being able to match the caliber or breadth of benefits at companies such as Google or Facebook, she says non-traditional voluntary benefits can help satisfy a craving for more than just boilerplate benefits coverage.

“Every consumer is now more empowered to make their own decisions,” she says. “You don’t have to worry about whether or not your local store sells something. You can go buy it online. I think we’re going to see the same thing reflected in benefits.”

A major selling point for voluntary benefits is that “they don’t come at a cost to the employer,” according to Halkos. She says “voluntary benefits are a great way for an employer to do more for their employees without having to incur additional costs” during austere times.

She also says voluntary benefits are emerging as a focal point of total-reward packages, with non-traditional plans offering a more customized and competitive offering when so many coverages have become commoditized.

Easy and convenient

Other key findings show that 54% of the Harris poll respondents said their voluntary benefits help make life easier and more convenient, while 36% said it provide them with a safety net – particularly those earning less than $75,000 a year. Although financial security ranked the lowest among various purposes cited, Halkos believes “it’s probably because people may not be thinking about things like life insurance as being a voluntary benefit.”

In addition, older employees were surprisingly more interested in taking advantage of a group rate at work than paying a higher individual premium (71% among those between 45 and 54 and 83% of those 65 and older).

“They’ve lived a little bit longer, so they get how to find deals and understand the value of the benefits a bit more than the younger folks,” she explains. “But it’s also a good thing for HR people to know that older employees don’t necessarily need benefits education as much as they may need to be reinforced that this is here to help them save money compared to what they can get on their own. And it also might be an opportunity to educate younger employees to get them started now and prevent them from going out on their own and maybe spending more money.”

Lastly, voluntary benefits are seen as a critical retention tool, with 61% of respondents saying they were more likely to stay at their job because of these coverages. “That sums it right up; that people really see benefits as a key differentiator when it comes to thinking about whether to leave or to stay,” according to Halkos. “If your employer has a robust package, then you feel good about being able to take care of and manage whatever your needs are in your life.”

Bruce Shutan is a Los Angeles-based freelance writer.