A 70-person B2B software company in Manchester closes a funding round and builds three teams at once: account executives in São Paulo, a support hub in Manila and a regional finance lead in Dubai. The people team does what feels fair. It copies the UK package (5% pension, private medical for the employee, 25 days’ holiday) into every offer and converts the salary at the day’s exchange rate.
In São Paulo the finalists ask whether the plano de saúde covers a spouse and children and what goes on the meal and food cards. Two accept rival offers that lead with both. In Manila the first question is whether the HMO starts on day one and covers dependants, and the 13th-month pay the company mentions with pride is a legal requirement. In Dubai the finance candidate asks about housing, an annual flight home and family medical cover, and points out that the end-of-service gratuity is the law, not a perk. The company spent the same budget in three markets and missed in all three.
Benefits are part of the offer that wins or loses the right person, and they travel worse than any other part of it. Salary converts at an exchange rate. Benefits do not. A generous extra in one country is the legal minimum in the next, and a line candidates ignore in one market is the first thing they look for in another.
This map covers 25 markets in four regions and gives each one in three layers: what the law requires, what candidates expect, and the differentiators that win a close race. It opens with what the large 2025–26 surveys say employees value and closes with the question set to answer before you set benefits in a new country. The regional guides, the provider guides and the benefits-package question set go deeper, and all of them sit in the Finding the Right Person hub.
- Read every market in three layers: required by law, expected by candidates, differentiators. Discretionary money belongs in the last two.
- Health cover is the most valued benefit and the fastest-rising cost. Aon projects a 9.8% average rise in employer medical costs for 2026, and 15.3% in the Middle East and Africa.
- Extra salary months, meal cards, end-of-service funds and transport support are statutory or near-universal in much of Latin America, Southern Europe, the Gulf and South-East Asia. Do not sell them as perks there.
- Rules changed in 2025–26: UAE-wide health insurance, Australia’s 12% super and Payday Super, India’s Labour Codes, Brazil’s meal-voucher decree and Colombia’s pension reform (now due in April 2027).
What candidates value worldwide in 2025–26
The broadest dataset is the Randstad Employer Brand Research 2025: more than 170,000 respondents in 34 markets, surveyed between December 2024 and February 2025. It ranked salary and benefits as the top driver of employer attractiveness, ahead of work-life balance, job security and a pleasant working atmosphere. A quarter of respondents planned to change employer in the first half of 2025. Pay and benefits decide whether you are considered at all.
Randstad’s Workmonitor 2025 (26,000+ workers, 35 markets) shows the tie-breakers. For the first time in 22 years, more respondents rated work-life balance important (85%) than pay (79%), with job security on 83%, annual leave on 78% and flexible hours on 74%. And 56% said they would trust their employer more if it offered personalised benefits, including flexibility. Time and choice now count as benefits.
WTW’s Global Benefits Attitudes Survey (2024 edition: 45,000 employees, 29 markets) found that employees increasingly see benefits as a reason to join and stay, and that most are under-saving for retirement and worried about access to care. In the US, the SHRM 2025 Employee Benefits Survey of 3,969 HR professionals found that 88% rate health care as very or extremely important and 97% offer health coverage. Leave and retirement benefits followed on 81% each.
Costs point the same way. The Mercer Marsh Benefits Health Trends 2026 report (268 insurers, 67 markets outside the US) found medical trend above 10% in most regions for the sixth year running. For the first time in four years, insurers expect employers to cut coverage rather than improve it (Mercer summary). Aon’s Global Medical Trend Rates Report 2026 projects 9.8% on average: 15.3% in the Middle East and Africa, 11.3% in Asia-Pacific, 10.3% in Latin America, 9.3% in North America and 8.2% in Europe (Aon announcement). Health cover therefore needs designing country by country. The employee benefits guide and total rewards guide show where benefits sit in the wider offer.
Three layers: what the law gives, what the market expects, what wins
The law layer is the statutory floor: social insurance, provident or pension contributions, extra salary months, minimum leave and, in some countries, compulsory health insurance or transport support. You pay it anyway, candidates have already priced it in, and calling it generosity signals that you do not know the market. The expected layer is the norm for the role: a family health plan in São Paulo, a meal card in Madrid, a housing allowance in Riyadh, a 401(k) match in Chicago. Nobody asks for it, but everyone notices when it is missing. The differentiator layer is the one or two items that win a close race, such as parental medical cover, enhanced parental leave, a real pension match or flexible hours.
The strip shows clusters. In Brazil, Colombia, Mexico, the Philippines and Indonesia, an extra month’s pay is the law. In the UAE and Saudi Arabia, health insurance and end-of-service payments are. In Germany, the Netherlands, Japan and Australia, strong public health systems make private medical cover the exception, so competitive money goes on time, mobility and retirement saving.
Europe and Türkiye: high statutory floors, competition in the extras
European candidates start from long paid leave and heavy employer social contributions, so they compare the extras and the tax channels used to deliver them. The Europe and Türkiye benefits guide covers each market in depth.
In the UK, statutory sick pay has been payable from the first day of absence since April 2026, and from April 2029 only the first £2,000 a year of salary-sacrificed pension contributions will escape National Insurance, so review sacrifice-heavy packages now. Germany rewards cheap, tax-efficient extras: the Jobticket, a €50 monthly benefit in kind and bike leasing, alongside the employee’s right to convert pay into a company pension (bAV) with an employer subsidy. In France the employer funds at least half of the mutuelle and of the transit pass. Its share of titres-restaurant is exempt up to €7.32 per voucher in 2026, and a June 2026 bill would end paper vouchers from 2028.
The Netherlands requires an 8% holiday allowance. Its WKR scheme allows untaxed extras worth 2.00% of the first €400,000 of payroll in 2026, and the tax-free travel allowance is €0.25 per kilometre. Spain‘s flexible-pay rules exempt a meal card up to €11 per working day, transit up to €1,500 a year and health insurance up to €500 per person, within 30% of salary. Italy raised the tax-free electronic buoni pasto to €10 a day from 2026. In Poland a medical package and a sports card are expected. In Türkiye the 2026 meal exemption is 300 TL per working day plus VAT, family health insurance is the strongest differentiator, and the severance (kıdem) a candidate gives up by resigning is a real switching cost, as the Türkiye hiring playbook explains.
The Americas: employer-built packages in the north, statutory extras in the south
In the United States the employer builds most of the safety net. The Affordable Care Act penalises employers with 50 or more full-time equivalents that do not offer affordable cover, there is no federal paid-vacation law, and a growing number of states require employers without a plan to enrol staff in a state auto-IRA. Canada pairs public provincial health insurance with an employer plan for drugs, dental, vision and paramedical care, plus a matched RRSP or DPSP.
Latin America already legislates much of what a US package treats as extras. Mexico requires an aguinaldo of at least 15 days’ pay, at least 12 days’ vacation with a 25% premium, and profit sharing, and a 2026 reform cuts the maximum week from 48 to 40 hours in steps between 2027 and 2030 with no pay cut. Brazil has the 13th salary, a one-third vacation bonus, an 8% FGTS deposit and a mandatory transport voucher. Many collective agreements make meal or food cards compulsory, and Decree 12,712 of November 2025 capped merchant fees at 3.6% and required open networks during 2026, so expect provider terms to change. Colombia pays the prima de servicios (about a month’s pay a year) and annual cesantías deposits with interest. In August 2026 its Constitutional Court upheld most of the 2024 pension reform, now due to take effect on 1 April 2027. See the Americas benefits guide and the Brazil hiring playbook.
Middle East and Africa: allowances, end-of-service and steep medical inflation
Gulf packages are quoted as basic salary plus allowances, and the split matters because end-of-service pay is normally calculated on basic salary. Since 1 January 2025, employer-funded health insurance has been compulsory for private-sector employees and domestic workers across every UAE emirate. The basic plan costs AED 320 a year and is tied to the residence permit (MOHRE), but candidates expect cover above that floor. In Saudi Arabia employers must insure employees and dependants, and the end-of-service award is half a month’s wage per year for the first five years and a full month for each year after.
Further south, inflation shapes the conversation. Egypt‘s Labour Law No. 14 of 2025, in force since 1 September 2025, requires a minimum annual raise of 3% of the insured wage and four months’ maternity leave. In Nigeria the contributory pension (employer at least 10%, employee 8%) and group life cover are statutory, and the employer-paid HMO plan, ideally with family cover, is what candidates judge. South Africa mandates neither a retirement fund nor medical cover, yet both are expected for professional roles, and the two-pot system introduced in September 2024 has made candidates read fund terms closely. With 15.3% projected medical inflation, price health cover carefully. See the Middle East and Africa benefits guide and the UAE hiring playbook.
Asia-Pacific: provident funds, 13th months and the HMO question
India‘s four Labour Codes took effect on 21 November 2025. They tighten the wage definition behind provident-fund and gratuity calculations and make fixed-term staff eligible for gratuity after one year. Group medical cover for spouse, children and often parents is expected. Singapore‘s CPF takes 17% from employers for staff aged 55 and under, senior rates rose on 1 January 2026, and medical insurance is compulsory only for some work-pass holders, though group hospitalisation and outpatient cover are the norm.
Japan‘s social insurance is comprehensive, so candidates compare bonuses, commuting and housing allowances and the retirement allowance. The Philippines mandates a 13th month, raised the tax-free rice subsidy to ₱2,500 a month from January 2026, and keeps the 13th month and other benefits tax-free up to ₱90,000 a year. There, an HMO from day one with dependants is expected and parental cover wins. Indonesia requires BPJS cover and a THR holiday allowance of a month’s pay. In China, a Supreme People’s Court interpretation in force since 1 September 2025 voids agreements to waive social insurance. Australia lifted the super guarantee to 12% in July 2025 and, since 1 July 2026, requires super to reach the fund within seven business days of payday (ATO). See the Asia-Pacific benefits guide and the Philippines hiring playbook.
Patterns that hold across all 25 markets
Four rules travel. Where public health care is strong, private medical cover is not the main event. In the US, Brazil, India, the Philippines, Nigeria and Egypt it often decides the offer, and dependant cover decides close races. The group health insurance guide lists who places cover where. Statutory extra months and allowances are part of pay, so quote annual pay including them in Latin America, the Philippines, Indonesia, Spain and Italy, and basic plus allowances in the Gulf.
Tax channels decide the format. Meal cards work in France, Italy, Spain, Türkiye and Brazil, salary sacrifice in the UK, the WKR in the Netherlands and NPS contributions in India. See the meal voucher and benefit card guide. Finally, retirement saving is mostly statutory, and the top-up is what differs. Where the law already sets a funded floor (the UK, Australia, Poland, India, Singapore), a modest, well-explained top-up goes a long way. The workplace pension guide and the wellbeing platforms guide name the providers.
Before you set benefits for a new country
Run this set before the first job ad in a new market. It pairs with the pay band questions and, if you have no local entity, with the guide to hiring abroad without an entity.
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