At the end of 2024, we hosted Flexa's Evolution of Work Summit webinar, where an exceptional panel of industry leaders came together to tackle a vital question: How can we create workplaces where parents thrive—not just survive?

In this blog, we’ll recap the main takeaways from the discussion and share actionable insights to help create more supportive and inclusive workplaces for parents.

Our expert panel included:

• Tom Kenward (Talent Acquisition Lead UK, Microsoft)
• Harriet Eacott (Engineering Manager, BAE Systems)
• Corey Hunter (Senior People Business Partner, Camunda)
• Beth Carter (Flexa) as moderator

Together, we explored:

• Building cultures where family policies are embraced, not just available
• Creating flexibility that works for both business and families
• Driving meaningful change through employee-led initiatives
• Transforming parent support from policy to practice

What parents really want: breaking down the data

Parents prioritise salary, location flexibility, and benefits in the workplace salary (84%), location flexibility (74%) and benefits (39%)

Our data highlights three key needs at work: salary (84%), location flexibility (74%), and benefits (39%). Location flexibility is important for helping parents balance their professional responsibilities with family commitments, such as childcare and school schedules. A competitive salary not only ensures financial security, but also signals that the organisation values its employees. Additionally, supportive workplace benefits mean that parents can feel supported through family friendly benefits such as enhanced parental leave, shared parental leave and childcare support.

Understanding the needs of parents in the workplace is crucial when it comes to attracting and retaining them. By addressing these priorities, organisations can create a more inclusive environment that supports working parents. This focus not only enhances employee engagement and reduces turnover but also contributes to building a diverse and resilient workforce, which is essential for long-term success.

Why supporting parents is good business

The business case for supporting working parents has evolved far beyond basic compliance. Our panel emphasised that creating parent-friendly workplaces delivers tangible benefits across multiple dimensions:

• Enhanced retention: organisations see measurable improvements in retention rates when employees feel supported in managing their family responsibilities
• Increased productivity: when parents can effectively balance work and family life, productivity levels show notable improvement
• Stronger engagement: companies report that team members feel more committed to their roles and are more likely to stay long-term
• Improved employer brand: organisations that demonstrate genuine commitment to supporting working parents become more attractive to top talent
• Next-gen appeal: This approach particularly resonates with younger generations who increasingly prioritise work-life integration in their career decisions

Key Trends Reshaping Parent Support

Flexible parental leave

Modern parental leave policies are becoming increasingly adaptable, moving away from rigid structures to offer:

• Leave that can be taken in blocks throughout the year
• Flexibility that allows parents to be present for key developmental moments
• Inclusive coverage for all family structures, including single parents and LGBTQ+ families
• Options that help maintain career momentum while supporting family needs

Comprehensive support systems

Support now extends well beyond traditional leave policies to include:

• Dedicated Employee Resource Groups
• Mental health resources
• Practical assistance with childcare
• Ongoing support systems that recognize parenting challenges don't end when leave does

Cultural transformation

Organisations are focusing on fundamental cultural change through:

• Leadership teams actively modeling flexible working practices
• Manager training for better parent support
• Regular policy reviews to maintain relevance
• Open dialogue about parenting challenges
• Normalisation of work-family life integration

Spotlight on innovation: companies leading the way with family-friendly policies

Microsoft's family-first framework

Microsoft demonstrates how large organisations can create comprehensive support systems:

• Nationwide childcare reimbursement program replacing location-specific benefits
• Four weeks of fully paid caregiver leave annually for all employees
• Partnership with Maven for parenting support and counseling
• 24 free counseling sessions annually for employees and family members
• Return to work coaching and breastfeeding facilities
• Inclusive definition of family structures in all policies

ClearBank's progressive parent support

ClearBank showcases how companies can evolve their policies based on employee feedback:

• Enhanced parental leave with 26 weeks full pay for primary caregivers
• Progressive partner leave offering 6 weeks full pay, usable throughout the first year
• Pioneering support policies including:
• Trust-based flexible working philosophy with no mandated office days
• Active parent community through their MAD (Mums and Dads) network

Both companies demonstrate how combining comprehensive policies with cultural support creates environments where parents can truly thrive.

The power of Employee Resource Groups (ERGs)

ERGs have emerged as powerful catalysts for organisational change. These groups:

• Provide vital feedback channels between parents and leadership
• Create safe spaces for sharing experiences and advice
• Help shape company policies through direct feedback
• Support diverse parenting experiences and family structures

Looking to the future

The future of parent support in the workplace is evolving rapidly. Key trends to watch include:

• Expanded mental health support encompassing whole-family wellbeing
• Evolution of flexible and remote working options
• Innovative solutions to address rising childcare costs
• More inclusive policies reflecting diverse family structures
• Technology integration for better work-life balance

This blog was inspired by insights from our recent Evolution of Work Summit webinar. Interested in exploring more? Here are some of the additional sessions from the summit:

• Cultural DNA: Unlocking aligned talent with your unique company identity
• Beyond the Numbers: Humanising data to drive meaningful workplace change
• Mission Possible: Transforming corporate purpose into an irresistible EVP
• Breaking Barriers: Revolutionising inclusive hiring for a diverse tomorrow