Delivering the Family-Friendly Benefits Families Need
“It’s shocking to me how few companies actually know how many parents or how many caregivers for elderly parents they have in their workforce,” said Carmi Medoff, founder and CEO of Onsite Kids, which operates on-site childcare facilities for employers. “It’s usually an off-the-cuff, qualitative answer. So, first thing, please start asking and quantifying.”The importance of affordable childcare cannot be overstated and families need help accessing it. The Center for American Progress estimates that more than half of the U.S. population lives in an area where providers are scarce. And families need help affording it: Childcare costs more than rent in some states, according to one 2024 analysis.But there is far more to being a parent or caregiver than the first decade of a child’s life. Families are complex and changing, said Medoff. “Families start and change every day, every week, every month, every year. Life situations change,” and employers have an obligation to consider the complexities of family life.This was the topic of conversation during a panel discussion at From Day One’s July virtual conference on innovative policies that support healthy families and caregivers. Family-friendly benefits are those that support your workers at every stage of life, from conception or adoption to the early years, college applications, financial planning, menopause, eldercare, and retirement planning—in whatever iterations they occur.Rachel Marling, VP of total rewards at NewYork-Presbyterian Hospital, says an employer’s ability to meet those needs is a reflection of its values. “There are different programs we need to design along that entire continuum, not just to support people, but also to recognize their experience. That’s increasingly important as we think about workplace diversity, acknowledging that people have different journeys, and all of them are of value,” she said.For many employers, this begins with thinking about fertility support, reimagined for all families, including same-sex couples, single parents by choice, and those who opt for an avenue like surrogacy. Well-meaning employers consider primarily the financial components of fertility care, but they miss the adjacent needs of their workers, like the emotional tax incurred by multiple IVF rounds and the need for mental health support, said the panelists.“There’s a reason why we support individuals from preconception all the way through menopause,” said Isha Vij, VP of employer growth at family healthcare platform Maven. The human experience is as varied as it is rich, and every new stage deserves recognition and support.As companies turn their attention to the aging workforce, retaining workers is a growing concern. In some cases, retaining women is a matter of caring for their changing healthcare needs, not only with medical plans, but with in-office support too.Vij helps employers make those considerations. For instance, “think about your in-office accommodations for folks experiencing symptoms of menopause,” she said. “What does your leave policy look like? What does your mental health support look like? All of these things can make a huge difference in keeping individuals in the workforce productive and happy. And, of course, there are reasons on the economic side why it makes sense for employers to do this, like productivity and loyalty.”The panel also urged employers to look out for workers who are caregivers to elderly family members. Marling at NewYork Presbyterian noted how financially and emotionally strenuous the experience can be, and “this is a place where meeting people where they’re at is so critical,” she said. More than just support for regular, face-to-face elder care, NYP offers backup care options and legal support to help with estate planning, wills, and power of attorney.But in the moment of need, employees often need a guiding hand. “We have an eldercare consultant that provides services and caregiver guidance and support with information and referrals, crisis-support counseling, and educational materials and resources,” said Brian Copeland, VP of total rewards at mortgage firm Fannie Mae. “We’ve seen a lot of employees come back with very positive remarks and how they were struggling, they were seeking guidance, and didn’t know where to look. Our eldercare consultant did a wonderful job of bringing that information to them.”The panelists spoke on the topic "Delivering the Family-Friendly Benefits That Working Parents Actually Want"To know what support is needed, simply ask. “For us in HR, it’s very much a listening environment, eliciting opportunities through employee surveys and ongoing touch points to make sure we’re getting a direct line of sight,” Copeland. “And just as important as meeting employees’ needs is ensuring benefits are available consistently. “We make sure to provide the tools and resources so everyone’s on the same playing field, and that it’s not dictated manager-by-manager along the way.”Family benefits are not just a personal matter, but a community matter and a societal one as well. “Offering benefits is a signal to potential employees out in the universe that you support families and signals that your company is forward-thinking,” Medoff said. There is a spill-over effect that benefits the business as well as your reputation as a principled employer. “It shows that your company is taking a stand on social responsibility in the community, particularly for [frontline workers]. Our clients are often one of the largest employers, if not the largest employer, in smaller communities. [Family benefits] demonstrate that you are committed to solving broader societal issues and supporting families.”“The more we acknowledge that each of us has circumstances that exist in our lives that can pull us away from work, or that can physically or mentally detract from the work that we’re doing, and that it’s normal, and that it’s common—the more that we incorporate that into the culture of our organizations,” said Marling of NYP. “That’s a rising tide that lifts all boats.”Emily McCrary-Ruiz-Esparza is a freelance journalist and From Day One contributing editor who writes about work, the job market, and women’s experiences in the workplace. Her work has appeared in the Economist, the BBC, The Washington Post, Quartz, Fast Company, and Digiday’s Worklife.
