Why Health Insurance Should Be Part of Your Employer Branding Strategy
Have you given much thought to your employer branding? You’ve likely considered your external branding – that which showcases your company’s values and mission to potential customers.
But what about your internal branding? The way you showcase your company to current employees and prospective hires?
In Canada’s competitive labor market, comprehensive health insurance has become one of the most powerful tools in your employer branding arsenal.
And if you are relying on foreign workers to help your company grow and scale, knowing that you have a brand worth performing for makes all the difference.
What Is Employer Branding?
Put simply, employer branding is your internal marketing success. But more than just what you say to your people, your brand is how your company is perceived internally.
It’s what workers say about you when leadership isn’t in the room. It's the first thing that comes up when someone searches your company name online.
And it matters more than you might think.
According to recent research, 86% of workers won't apply for – or continue working for – a company with a bad reputation. This is more than just avoiding scandals or having an impressive output. It’s all about how you treat your people each day they show up on the job.
For employers hiring foreign workers in Canada, your employer brand carries even more weight.
These workers are making a significant life decision to come work for you. Many are leaving their families and support networks behind – and that's a big decision, often involving some research ahead of time.
Many foreign workers are researching your company, speaking with those in their community who have worked for you in the past, and comparing you to other employers who are interested in their skills.
Benefits Now Outrank Salary
Here's a shift that's catching many employers off guard: benefits have become the number one factor Canadians consider when choosing an employer. It’s now surpassing considerations on career progression, remote work options, and even salary.
Your foreign workers are likely the same. They’re basing their employment not just on a paycheque, but on the total package of support you're offering. Health insurance likely sits at the center of that evaluation.
Research shows that workers would stay with their employer for the benefits alone, even if offered more money elsewhere.
This makes the math fairly simple for Canadian companies: comprehensive health insurance protects your foreign workers and your investment in recruiting and training them.
How Health Insurance Shapes Your Employer Brand
When foreign workers talk about Canadian employers, three themes consistently emerge: reputation, security, and culture.
Reputation: Showing You Care
Health insurance sends a clear message: you value your workers as people, not just as labour.
This matters for foreign workers who are navigating a new country, often far from family support systems.
When you provide comprehensive coverage that goes beyond basic provincial healthcare, you're demonstrating a genuine commitment to their well-being.
And that’s a story that gets told. Workers share it with friends back home, post about it on social media, and mention it when other employers come calling.
Job Security: Reducing Financial Stress
Many foreign workers face unique financial pressures. They may be supporting families back home while trying to manage the costs of living in Canada.
Medical expenses can create serious financial strain – especially in riskier roles in agriculture or manufacturing. And when workers feel financially insecure, they begin to seek other opportunities.
Comprehensive health insurance eliminates one major source of stress, allowing workers to focus on their jobs instead of worrying about how they'll afford healthcare costs. That focus, when combined with enhanced loyalty and longevity, is well worth the premium costs.
Culture: Building an Inclusive Environment
You might not connect these dots, but they do! Offering quality health insurance speaks volumes about your workplace culture.
Going a step further to provide multilingual support and cultural competency in healthcare navigation helps to create an environment where people feel genuinely included and supported.
Workers who feel valued and included are more engaged, more productive, and far more likely to stay with your company long-term.
What Comprehensive Coverage Actually Looks Like
Generic health insurance won't build your employer brand. Foreign workers need coverage that addresses their specific challenges, and that means coverage covering a wide range of needs:
Day-One Protection: Eliminating the provincial waiting period gap so workers are covered from the moment they arrive in Canada.
Beyond Basic Healthcare: Including dental, vision, prescription drugs, and mental health services that provincial plans don't fully cover.
Multilingual Support: Helping workers navigate the healthcare system in their native language, reducing confusion and ensuring they actually use the benefits you're providing.
Cultural Competency: Healthcare providers who understand the unique needs and challenges of foreign workers.
Family Coverage Options: Allowing workers to extend coverage to family members, addressing one of their primary concerns.
This level of support transforms health insurance from a basic requirement into an employer brand builder that can quickly set your company apart from others in your industry.
Transform Your Employer Brand with Coverage from FWCHP
Employer branding is built on the foundation of treating your workers with the dignity they deserve. Health insurance sits at the core of that reality.
Canadian companies that know this are building powerful reputations that make recruitment easier, retention stronger, and operations more stable. And your workers are likely to notice the difference if you don’t keep up.
Don't let your employer brand become a liability in the competition for skilled foreign workers. Make comprehensive health insurance the cornerstone of your reputation as an employer who genuinely values and supports their team.
Contact us today to discover how specialized health insurance for foreign workers can upgrade your employer brand and bring your company the coverage and benefits you need to thrive in 2025 and beyond.
Contact the FWCHP Today.
Looking to provide your foreign workers with the necessary healthcare coverage?
Click through the video below to learn about the FWCHP.
