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Employer Branding: How to Support Working Mothers in the Workplace in 2023

November 13, 2022

Tima Rassool

Tima Rassool

Content Writer

Did you know that working mothers can boost employer branding? It’s true! Research shows that when companies support working mothers in the workplace, they see a significant increase in positive brand perception.

It is estimated that about 75% of women are in the labor force, and 40% of households have mothers who are the primary or sole breadwinners. So, it’s no surprise that working mothers greatly impact employer branding.

Women play a critical role in the workforce and are a powerful consumer force. They are also the gatekeepers of family spending. So, companies must have a strong employer brand that resonates with working mothers. There are many ways to support working mothers in the workplace.

Here are some tips on how your company can build strong employer branding that speaks to working mothers.

1. Offer Flexible Work Arrangements

A recruiter offering candidates flexible work arrangements to enhance employer branding

Offering flexible work arrangements is one of the best ways to support working mothers in 2023. What exactly do we mean by that? Flexible work arrangements can take many forms, but they all have one thing in common: they allow employees to better control their work-life balance.

One example is allowing employees to telecommute, have a flexible work schedule, or take advantage of other family-friendly policies such as parental leave.

Offering flexible work arrangements is a great way to demonstrate to working mothers that you value their time and understand their challenges, allowing them to balance their work and family lives. It's also an excellent recruiting and retention tool.

2. Provide Childcare Benefits

A recruiter improves employer branding by discussing childcare benefits with a candidate.

Another way to support working mothers in 2023 is to provide childcare benefits. This can take many forms, but some examples include on-site childcare, subsidies for childcare, or even providing information on local childcare options.

This is important because, according to a study by the University of California, Berkeley, nearly 60% of mothers say that the cost of childcare is their biggest work-life challenge.

So, by providing childcare benefits, you can help working mothers save money, reduce some of the stress they may feel about balancing work and family life, and boost your company's employer branding.

3. Offer Family-Friendly Perks and Benefits

HR managers offer a candidate a family-friendly perk to enhance employer branding.

Employers can help working mothers by giving them more family-friendly perks and benefits, like flexible work hours and help with childcare. Some examples are paid parental leave, backup child care, and flexible spending accounts for people who need care for themselves or their children.

As companies become more aware of the needs of working mothers, more and more are expected to offer these types of benefits by 2023. Employers can demonstrate to working mothers that they value their families and are committed to supporting them by providing these benefits, which will significantly impact the company's employer branding.

4. Promote Diversity and Inclusion

A picture showing diversified candidates

Strong employer branding must also promote diversity and inclusion. In 2023, it is estimated that about 47% of the workforce will be women, and minority groups are expected to make up about 30% of the workforce. So, companies must have a workforce that reflects the diversity of the population.

Diversity and inclusion are important for many reasons, but one of the most important is that they help create a workplace where everyone feels valued and respected. This is especially important for working mothers, who often have to choose between their families and careers.

By promoting diversity and inclusion, employers can show working mothers that they are an inclusive and family-friendly company, making them more likely to want to work there.

5. Communicate Effectively

An effective exchange of information between a recruiter and a candidate improves employer branding.

Employer branding must also involve effective communication. In 2023, how we communicate is changing rapidly, and companies need to change with it. We are now in the age of digital and social media, which means that companies need to be able to communicate effectively through these channels.

One of the best ways to do this is to have a consistent employer brand voice across all channels. This will help create employer branding that is easy for working moms to recognize and connect with.

It’s also important to remember that communication is a two-way street. In 2023, employers will need to be open to listening to what working mothers have to say and understanding their needs. Only then can they truly create employer branding that supports working mothers.

6. Be Transparent

An HR team being transparent with a candidate is the #1 rule of employer branding.

Transparency is another important aspect of employer branding in 2023. In today’s day and age, employees are more informed than ever before, and they expect companies to be transparent about their policies and practices.

This is especially true for working mothers who want to know that their company supports their families. They want to know that the company offers fair pay, good benefits, and a work-life balance that works for them.

By being transparent, employers can show working mothers that they are an employer of choice and that they are committed to supporting their families.

7. Support Working Mothers in Their Career Development

 Mothers candidates are supported as part of the employer branding strategy.

Another way to support working mothers is to invest in their career development. In 2023, it is estimated that about 60% of women will be in the workforce, making up a significant portion of the talent pool.

This means that employers must invest in the career development of their female employees, including working mothers. Employers can show working mothers that they are committed to their career growth and development by providing training and development opportunities.

This is important because it can help working mothers feel like they are part of the company’s long-term plans and that their careers are not stagnating. It can also help attract and retain top talent, which is good for the company’s bottom line.

Keeping It Short

In 2023, employer branding will be more important than ever before. To create a strong employer brand that helps working mothers, companies need to focus on the following key themes: supporting working mothers in their career development, promoting diversity and inclusion, communicating effectively, and being honest. By focusing on these key themes, companies can create an employer brand that supports working mothers and helps them feel valued and respected in the workplace.

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Tima Rassool

Tima Rassool

A wordsmith, storyteller, and content strategist – Tima is an MBA graduate with 6+ years of experience in the world of HR. With over 2,000 blogs under her belt, Tima's expertise and insights have helped businesses across the globe take their recruitment to the next level and stay ahead of the curve.

Recruit better, faster, and fairer

Join hundreds of recruiting teams who increased their hiring success and recruited winning teams with Elevatus.

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