Flexing the Needs of Working Families

Anyone running a business knows that sometimes, good talent is like a mythical unicorn, illusive and

seemingly impossible to find. And when you do find that coveted prize, the fabled talented employee,

it is best to hold onto them for dear life.

So why then do so many businesses fail to implement policies that will ensure loyalty from the most up

and coming group of workers, who now comprise nearly 50% of the US workforce?

That's right! I'm talking about the female half of the population; given such a large group, there is an increasing need and increasing calls for US businesses to improve their archaic family leave policies. But, all is not lost. Among the many businesses able to retain talent by being more accommodating to mothers (and fathers!), one company sets itself head and shoulders above the rest. What is the name of this company, with invaluable lessons to teach us on how to foster a supportive family environment?

Patagonia.

Patagonia, a popular outdoor clothing company, has set the golden standard for how to cater to employees with families. Not only do they offer a two-month, paid maternity and paternity leave, but their corporate headquarters in Ventura, California and distribution center in Reno, Nevada both boast on-site childcare facilities. And, it pays! One hundred percent of mothers working at Patagonia return to work after maternity leave, and they have the peace of mind of knowing their kids are close to them.

Patagonia also offers full company sponsored medical and paid sick leave. “I didn't have to choose between being with my son and having a job. I'm very loyal to the company,” states Rachel Cantu, VP of supply chain operations for Patagonia. While, it may be hard for a small local business to offer onsite child care or such generous allotments of sick days and family leave, there are things you can do to demonstrate to employees that you care, and, most importantly, retain that talent!

Tips for Retaining Top Talent

Let's start with the most obvious:

Start a dialogue with your employees. Find out what they like and dislike about working for your company and what they feel could use improvement. Critically evaluate that information. Are their suggestions relevant or are they something you could implement with ease?

Then, if you cannot financially swing having a generous family leave or sick day policy, consider focusing more on quality, rather than time. Simply translated, if your employees are completing all their tasks and projects and producing quality work, don't stress about them meeting the required hours or if they need the extra hour here or there to focus on their kids.

And sure, many companies offer gym memberships, but thinking outside the box and looking around for local opportunities may lead to more positive office morale. For example, it may be possible to negotiate discount rates for your employees’ children with local childcare facilities. Next, evaluate whether your employees that are parents are treated the same their non-parent counterparts. Are they offered the same opportunities to move up in the business or included in outside employee get-togethers? Or are they easily dismissed, because they are “parents” or is it assumed that they don't have the time or energy? These are issues that can lead to talent skipping out on you for greener pastures.

Additionally, consider offering a late-start day, once a week or once a month, where employees can come into work an hour later. For parents, it could really benefit them to not need to rush to get kids ready, out the door and to school. Just that small consideration could really help improve the relationship between you and your employees. Remember: employee loyalty is priceless. Finally, be flexible. Keep an open mind and door, and consider if an employee is struggling to maintain their work/family balance. Think about whether they have tasks that could be done at home. If you can offer them the flexibility of working from home some mornings or afternoons, that is a sure path to retaining talented employees that will be interested in always doing their best for the company that shows how much it cares for them and their families.

And just remember, when in doubt, just think WWPD: What Would Patagonia Do? “All of our

employees are people. They're all human beings with kids and families and we need to create a supportive environment for people to be their best and do their best,” emphasizes Patagonia CEO Rose Marcario.