Research has shown that more than a third of women working in the PR and media sector would consider leaving their job if they don’t feel well looked after by their employer.
It’s long been accepted that PR can be a stressful career, especially with pressurised clients and a 24 hour news cycle to keep up with, but women now have higher expectations of their employer in terms of supporting their wellbeing at work.
Agencies need to recognise this and take action to avoid losing talented staff, especially new mothers returning to work after maternity leave.
At a recent event, hosted in partnership with the IPA and PRCA, panellists identified the following:
Offering flexible working arrangements is vitally important in supporting women trying to balance work and family life. It’s particularly valuable for those with more than one child to help juggle childcare arrangements and other commitments.
Many clients are adopting such practices themselves, and as long as they understand who their point person is and when they’re available, the relationship won’t suffer.
Research shows that 62 per cent of mums take employee benefits into consideration when planning their finances.
Agencies that provide maternity pay schemes and childcare vouchers should therefore make this clear as a point of differentiation.
In addition to making these benefits available, HR and line managers must clearly communicate what is on offer if the agency as a whole is to reap the benefits.
Agencies need to recognise that benefits like subsidised gym membership and free fruit may appear attractive to younger staff but are less appealing to expectant or new mothers who are looking for financial reassurance and a better work life balance.
Marco Forato is the chief marketing officer at Unum