As organizations struggle to compete in the global marketplace, increased interest in benefits packages has been a growing trend among HR professionals and job seekers alike. Companies including Netflix, Microsoft, and Facebook all overhauled their employee benefits in 2015. However, offering increased benefits and perks without carefully considering their purpose may do more harm than good. It’s important for executives to consider which benefits they should be offering and why those benefits should be selected over others. One important reason for this, according to author and branding expert Julia Gometz, is that that the types of benefits a company offers will eventually influence its overall brand. “If you focus on salaries then you will attract people who are motivated by that. People who apply to work at your organization make their decision based on what you are offering and if it aligns to what they are looking for,” she says. “Not everyone is looking for the same type of offering and it’s the organization’s responsibility to seek out the types of people they want and figure out what motivates them.”