Working parents are quitting – here's how to stop them

'Special and unique' benefits can make your talent stay

BY Dexter Tilo 03 Dec. 2021

With lockdowns, work, and taking care of children, working parents are beginning to feel burned out and are starting to reconsider their jobs. A new survey found that parents would likely stay if they felt included in the company. According to the report from Maven, in partnership with Great Place to Work, taking a "holistic" approach to employee wellbeing can prevent four out of five working parents from leaving. It identified five key drivers of retaining working parents.

Seeing benefits as special and unique for their needs makes employees twice as likely to stay
Feeling able to be themselves at work makes employees twice as likely to stay
Experiencing a psychologically healthy work environment makes employees thrice as likely to stay
Believing leaders genuinely care for them as people makes employees 2.3 times as likely to stay
Feeling treated as a full member regardless of their job role makes employees 1.6 time as likely to stay

Michael Bush, chief executive officer of Great Place to Work, said working parents are a key talent demographic that can help companies thrive.

"Our research with Maven shows that ensuring working parents experience a great place to work for all can be achieved if employers shift their focus to the five key drivers to attract, retain and sustain working parents," he added. "Ultimately, companies that embrace strategies to ensure this talent group thrives long into the future have the potential to see 5.5 times more revenue growth."

Organisations that are also offering "special and unique" benefits are also twice as likely to retain working support. Three in four Best Workplaces are providing support for fertility programmes and adoption support. Many are also offering benefits like egg freezing coverage, subsidising childcare expenses, and provide surrogacy coverage.

Burnout has been an increasingly growing problem among workers since the pandemic began, and working parents, especially those mothers of colour and young parents, are no exception.

The report revealed that Black, Indigenous, and People of Colour mothers are 35% more likely to experience burnout, while younger parents aged 26 to 34 on hourly roles are 200% more likely to suffer from burnout.

"Working parents who feel included within a company's culture and empowered in its long-term strategy are far more likely to stay with their employer," said Kate Ryder, founder and CEO of Maven, in a statement.