Life Time will launch on Monday (4 April), and is described in a Golin release as a "flexible, family-friendly benefits programme to help tackle diversity and the gender pay gap in PR and respond to millennials’ desire to work in a more flexible way".
The scheme also includes allowing staff unlimited home or remote working and a wellbeing allowance of £50 per month. Maternity leave 'ease in and out' allows reduced hours and office time around official leave, and paid paternity leave of six weeks will be available to all new fathers.
Golin, which employs 150 staff in London, said it had "found that employers who don’t address the gender pay gap and offer more flexibility stop being attractive to the millennial generation", adding: "Millennials expect employers to be flexible, family-friendly and supportive – it influences the companies they choose to work for and stay with."
Bibi Hilton, managing director, Golin London, said: "People want more flexibility and personalisation in the way they work and we are responding to these cultural changes in the workplace. We believe the ‘one size fits all’ concept of everyone being in the office nine to five and having the same holiday allowance is outdated."
Golin is not the first PR firm to offer unlimited holiday as part of a more flexible benefits package – other agencies to do so include PRWeek UK Awards winner Battenhall, as well as Praytell, which was named one of the Best Places to Work by PRWeek US last year.