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There aren’t many businesses more invested in the personal relationships of their consumers than dating app companies. But one organization’s efforts doesn’t stop with users—they’re also shelling out for their workers to find the right match.
Dating app Hinge offers all employees a unique benefit: $100 a month to go out. The perk was first rolled out in 2018 as a way for workers to grow connections outside of the office, and has been popular ever since. In the first half of this year, more than 50% of Hinge staffers have consistently used the benefit, according to the company. And what qualifies as a “date” is flexible—there aren’t any restrictions around how workers choose to spend their time, they don’t have to disclose any details to HR, and both single and married employees alike can use the benefit.
While it might sound odd for an employer to fund romantic dinners and movie nights, the company’s CPO Angel Franklin tells Fortune that this benefit ties directly into the culture and mission of the business: bringing people together to make meaningful connections.
“They get a stipend that they can use every month to go out on a date. It has nothing to do with us. We just support people having great dates, because that's what we live for,” she says.
Franklin also believes the stipend helps the bottom line. By offering this benefit, Hinge hopes to make workers feel more included and connected, which boosts their sense of belonging at the company.
The trials and triumphs of Hinge employee dating doesn’t disappear into the ether; staffers often share their experiences on a work Slack channel called “Epic Dates.” The first review was posted by Hinge CEO Justin McLeod back in 2018, when he raved about visiting a demolition room with his wife in New York City.
But not all outings are sunshine and rainbows, and Franklin notes that staffers have been transparent about their bad dates as well. “People talk about ‘I had a really bad date,’ or ‘Me and my husband got into a bad fight.’ And everybody's rallying around that person in a way that feels really encouraging.”
Out-of-the-box benefits like date stipends are a creative way for employers to engage their employees. Perks like executive-led workout classes and multiple sabbaticals are proving effective in energizing workforces. And in this current era of the “The Great Detachment,” when companies are struggling to combat worker disengagement, these kinds of perks may help employees feel more connected to their workplaces.
“We’re creating space for people to be safe and to be themselves. So it's the reason why I love doing HR here,” says Franklin.
Emma Burleigh
emma.burleigh@fortune.com
