What working parents really need – and how the workplace can deliver

Companies that invest in family-friendly policies and cultures see stronger retention, higher morale and better long-term performance. Yet many organizations fall short. They may list supportive policies on paper, but they don’t always translate into meaningful support in practice.

CEO Justine Sterling Converse and chief creative officer April Zorsky of Brigade Events have seen changes in the workforce that have begun to support parents, but it’s only a drop in the bucket: “More companies are waking up to the fact that flexibility isn’t a perk, it’s a retention strategy. We’re seeing greater adoption of hybrid schedules, expanded parental leave and childcare stipends.” 

It’s progress, but is it enough?

The reality is that progress is uneven. According to a 2024 Society for Human Resource Management Employee Benefits Survey, only 40% of U.S. employers offered any paid parental leave. “That’s the gap we’re still up against,” Converse and Zorsky say.

With simple changes, businesses can step up for working parents and benefit everyone working for their company.

Why supporting working parents matters

“More companies today recognize that supporting working parents isn’t just a ‘nice to have’ – it’s critical to attracting and retaining talent,” says Jessica Harrah, the chief people officer at KinderCare. She notes that recently, employers are expanding family leave, investing in return-to-work programs and providing flexible work arrangements to meet parents’ needs.

According to KinderCare’s data, 73% of respondents said it would be impossible to do their job without high-quality childcare. Yet, recent surveys by Mercer have found that 54% of employers with at least 500 employees do not offer any childcare benefits. And of those companies that have more than 5,000 employees, just 37% offer access to backup childcare and only 10% provide on-site childcare. 

Harrah points out that the most impactful benefits are those that remove real barriers: “Employer-sponsored childcare is a great example – it provides dependable care, reduces stress and allows parents to show up fully for their roles.” When parents don’t have to worry about who is going to watch their children, they can be more engaged and productive at work.

Parent-friendly policies build a supportive culture for all

From an employment law perspective, Kelsey Szamet, a partner at Kingsley Szamet Employment Lawyers, sees parental support as both a legal and business imperative. “When employees see their employer value them as a worker and a parent, it will yield higher productivity, retention and workplace morale.”

Szamet highlights best practices such as extended parental leave, flexible schedules and phased return-to-work programs. She’s also seen creative benefits like caregiving stipends for children or elders, mental health support tailored to parents and “no-meeting” policies during school pickup hours work wonders for companies and the parents they employ.

However, such policies are only effective if employees feel safe using them. Shayna Bergman, executive and leadership coach for Shayna Bergman Coaching, cautions that many companies provide flexible schedules or backup childcare but fail to normalize their use. “The most supportive workplaces don’t just offer benefits; they normalize using them by having leaders model that behavior.”

Alexandra Powell, the director of client cultural insights at Reward Gateway, agrees: “Real support for all employees goes beyond policies; it is about leaders checking in, listening and modeling healthy boundaries.” 

Just as importantly, Bergman says, companies must address the invisible load parents carry: “Forward-thinking companies are starting to support parents’ energy management through mental health days, coaching stipends and parent support groups.” Managing work and home is not always easy, so simply offering – and following through with – extra support services can make all the difference.

Flexibility as the new standard

Flexibility is one of the most powerful tools businesses can offer employees, but especially parents. Reports from SHRM have shown that 70% of women who have left the workforce, many of whom had children at home, would have remained at their job if they were offered more flexibility. 

Powell highlights how progressive companies recognize that family demands shift throughout the year. For instance, when it’s time for kids to go back to school, parents deal with the stress of new routines, illnesses and increased after-work activities that can disrupt their days. Companies that recognize the changes parents experience throughout the year can better adapt to their employees’ needs and provide support where it’s truly needed.

“The most progressive companies make flexibility a standard by offering adaptable hours, meeting-free days or even perks like childcare stipends to help parents manage these demands,” Powell says. She cites the example of a company that offers all employees a day off at the start of the school year, a small, empathetic gesture that acknowledges the realities of family life while also extending care to non-parents.

Case study: A transition month that changed everything

At Brigade Events, leaders built a parental leave program informed by both research and lived experience. CEO Justine Sterling Converse and partner April Zorsky introduced 16 weeks of leave followed by a four-week “Transition Month,” where returning parents work at 50% capacity before resuming full-time.

“The reentry phase has been transformative,” Converse says. “It acknowledges that the need for flexibility and grace doesn’t end when parental leave does.” The results speak for themselves: Brigade retained 100% of new mothers after implementing the policy.

Brigade also encourages employees to unapologetically block time for “life moments” like school plays or doctor’s appointments. “When leaders model that family belongs on the calendar, it changes the culture,” Zorsky explains.

What companies should do next

The message from experts is clear: policies matter, but culture determines whether they work. Businesses that want to support parents and reap the benefits of loyalty and productivity should:

• Offer childcare support.
• Normalize flexibility by modeling boundaries and adaptable work patterns.
• Build structured “reboarding” for returning parents.
• Provide mental health support to ease the invisible load.
• Train managers to lead with empathy.

Supporting working parents isn’t about lowering performance standards; it’s about creating conditions where high-performing employees can thrive without sacrificing their families. As Harrah reminds us: “For parents evaluating opportunities, it’s important to look beyond the job description and salary. Ask: Do leaders model taking time off for family needs? Are parents visibly supported in advancing their careers?”

Businesses that can confidently answer “yes” to those questions will not only retain top talent but also build workplaces where everyone can thrive.

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