In an exclusive interview with CanadianSME Small Business Magazine, Andrea Wynter, Vice President of People at ADP Canada, discusses the growing “ghost benefits gap” and what it means for today’s workplaces. Drawing from her extensive experience in HR leadership, she breaks down why employees often overlook valuable perks, how organizations can boost engagement through clearer communication, and why strong people-focused strategies are essential for retention and wellbeing.
Interview By SK Uddin
As ADP Canada’s people leader, Andrea is focused on developing talent, building the organizational people strategy and driving forward the culture and values that are so important to ADP. As a member of the Senior Leadership team, she leads and shapes ADP Canada’s efforts to fuel our growth strategy with our most valuable asset – our people.
Since joining ADP in 2006, she continues to demonstrate a passion for the critical role she and her team play in enabling ADP Canada’s focus and vision where nothing gets in the way of people doing great work and creating conditions that allow everyone to reach their full potential.
Prior to ADP, Andrea held progressively senior HR leadership roles spanning over two decades, across multiple industries including Financial Services, Telecommunications, Manufacturing and Technology, with organizations such as Rogers Communications, AT&T Capital, Leitch Technology Corporation and IBM, (formerly DataMirror Corporation).
What is the “Ghost Benefits Gap,” and what trends are making it more prevalent in Canadian organizations today?
The “Ghost Benefits Gap” highlights a key workplace challenge: companies offer personalized benefits, but employees often don’t know about or use them. These unused perks are essentially invisible, defeating their purpose.
Several factors can contribute to the gap. In recent years, employers have expanded their benefits offerings to include highly personalized options, such as fertility support or eldercare resources. However, if employees are unaware of these perks or uncertain about how to access them, they may go unused. Additionally, with five generations in the workforce, employers must provide benefits options that appeal to various generations and ensure they’re aware of what is available to them. When options aren’t clearly communicated, or when the volume of offerings feels overwhelming, employees are more likely to disengage.
To address the “Ghost Benefits Gap,” organizations need to first identify if it exists among their workforces. By making benefits more visible and encouraging their use, companies can align their offerings with employee needs, increase engagement, and enhance employee well-being.
With health benefit costs projected to rise sharply, how can employers ensure their investments genuinely enhance workforce wellbeing and retention?
To make benefits truly impactful, they need to be more than a checklist, they need to resonate with employees’ lives. To make a big difference, leaders must prioritize ongoing communication — not just during onboarding or open enrollment – but frequent reminders, manager-led conversations, and bite-sized updates throughout the year.
Tailoring is also key. Employees at different life stages have different priorities; early-career professionals may value mental health support or student loan assistance, while those later in their careers may prioritize retirement planning. When benefits reflect these diverse needs, employees are more likely to engage with them and stay with the organization.
Technology can help bridge the gap. With platforms like ADP Workforce Now®, employers can use built-in analytics to track engagement and identify which programs are resonating. That kind of insight allows businesses to fine-tune their offerings and ensure their investments are truly supporting employee wellbeing.
Despite personalized perks like mental health apps or menopause leave, why do many benefits remain underutilized, and what practical steps can companies take to make offerings more accessible and visible?
In my experience, benefits go unused for three main reasons: employees don’t know they exist, they don’t know how to access them, or they worry about how it will be perceived if they do.
The solution is to simplify and normalize. Centralize all benefits in one easy-to-access platform, use clear and inclusive language, and spotlight offerings regularly. For example, highlighting one benefit per month, paired with a real employee story, can make perks feel more tangible and relevant. Amplifying stories around mental health, family care, etc. also can help to reinforce an open, inclusive, safe and supportive environment.
Managers are also critical. When leaders at all levels are informed and confident in discussing available benefits, it creates a culture of openness and trust. Employees are far more likely to engage when they see their leaders doing the same.
What role should leadership play in overcoming stigma and building a workplace culture where employees feel empowered to use benefits—especially for mental health support?
Leadership plays a foundational role in shaping workplace culture. When executives and managers are transparent about how they care for their own wellbeing; whether that’s taking a mental health day, using counseling services, or accessing specialized support – it sends a powerful message: using benefits is not a weakness, it’s a smart and healthy choice.
This kind of modeling helps break down negative stigma while building psychological safety. It also reinforces the idea that wellbeing is a shared priority across the organization. When leaders consistently “walk the talk” and support employees in accessing resources, it fosters a culture of trust, empathy, and long-term resilience.
What final thoughts or advice would you share with SMB leaders striving to close the benefits gap and fuel employee engagement?
For small and mid-sized businesses, every dollar counts – so it’s not about offering every perk under the sun, it’s about making the most of what you do offer.
My advice? Start by listening. Ask employees what matters most to them. Then, communicate benefits clearly and consistently, using plain language and real-life examples. And finally, lead by example. When leaders use and talk about benefits, it normalizes engagement and builds trust.
Closing the “ghost benefits gap” doesn’t require a massive budget. It requires intention, consistency, and a culture where employee wellbeing is genuinely prioritized. When people feel supported, they’re more engaged, more loyal, and more likely to thrive, and that’s good for both the team and the business.
Disclaimer:
The views expressed in this interview reflect the personal perspectives of the guest and are intended to inform and inspire. CanadianSME Small Business Magazine is committed to providing unbiased coverage that empowers the small business community with actionable insights and thought leadership aligning with our values of inclusivity, transparency, and innovation.
