What Women Want: A Future for Women’s and Family Health

BY Lisa Jaffe | May 08, 2023

Gender balance has been an issue in the workforce, well, forever. But more and more companies are pushing harder to move the dial. One way of ensuring that women apply for, are hired by, and remain with an organization is to focus your benefits package more on their needs – especially when it comes to health.

“Because of Covid and other factors, women are exiting the workforce in greater numbers than men,” said Christine Geissler, head of HR for the global nutrition business at Reckitt, the makers of Enfamil infant formula, among other products. “To stop that loss we need to figure out how to better support women and families in the workplace.” 

That’s about more than just keeping the women you have happy in their jobs, said Mamta Elias, the vice president of strategy at Ovia Health, a women’s health and parenting benefit company. “The business case for a diverse workforce is clear, and we know benefits are an important piece of that equation,” said Mamta during a From Day One webinar on women's and family health benefits.

What Are Family-friendly Benefits?

Ovia recently surveyed working parents and employees of childbearing age about their existing benefits and where they could improve. Among the results:

• Nearly 80% of respondents said they would gladly leave their current role for a lateral move to a company with better benefits. 
• More than 96% of respondents consider family-friendly benefits to be important. 
• 55% of respondents didn't consider their employer to be family-friendly.  
• Most employers offer at least around three months of parental leave, which is at least partially paid.  
• 44% of respondents said their leave was paid at 100%. 
• Only 22% of respondents said their benefits were easy to understand. 
• 63% didn't even know if they had family-friendly benefits like parental leave, adoption support, surrogacy benefits, or maternity support. 
• Respondents wanted digital tools for maternity support, perinatal mental health support, and pumping-friendly work environments.  
• They also wanted financial support for childcare, as well as for caring for elderly or sick relatives. 
• They wanted support for all paths to parenthood, including surrogacy, adoption, and fertility assistance.

Elias says the survey also asked which benefits matter the most. Flexibility was at the top of the list. Respondents also wanted fully paid parental leave of at least four months so that they wouldn’t have to drain their PTO and sick leave before tapping into parental leave. They wanted flexible scheduling, remote options, and gradual return-to-work options. And the desire for flexibility goes beyond postpartum: “People need flexibility, no matter what phase of their life or family building or family supporting they’re in,” Elias said.

The full panel of speakers from top left, Christine Geissler of Reckitt, Hannah Wilkowski of BuzzFeed, Mamta Elias of Ovia Health, moderator Anna Maltby, and Dr. Jaime Knopman of CCRM (photo by From Day One)

“There is a large spectrum of generations currently in or entering the workforce,” said Hannah Wilkowski, global director of benefits for BuzzFeed. Some younger people aren’t ready to start a family. But they may want to know more about contraception. Maybe they're new to a city and want to find a new OB/GYN. Being able to offer fertility benefits like IVF or egg freezing for those who are just starting their parenting journey can be as important as providing resources for those who are pregnant or have a young baby. There also needs to be attention to people entering menopause. “We want our employees to feel seen and heard,” she said. “Different people need different things. Providing the resources necessary makes their lives easier, and makes BuzzFeed a much better place to work for everyone.”

Finding Solutions that Works

Jamie Knopman, MD, a reproductive endocrinologist with CCRM, said there has been a huge shift in what employers cover. “Embryo and egg freezing used to be available only to couples and women when they were older, and only if they had the financial resources to do it,” she said. “I didn’t have $10,000 to freeze my eggs when I was 28, but I probably did when I was 40. But my eggs weren’t good by then. I could freeze all I want and they probably won’t make a baby.”

Now, more companies help women take advantage of technology when they are younger. Then, when they are ready, those eggs are available if needed. The pandemic also exacerbated the push towards freezing eggs and embryos, in part because, as people sat at home alone or with their partner, they started to think more about what they wanted from life. “Women came in droves to freeze their eggs or to make embryos with donor sperm,” Knopman said. Sperm banks were tapped out for a while owing to the demand.

Offering egg and embryo freezing provides options for families, Knopman said. While they may not be sure at 28 if they want to be a parent or carry a pregnancy, they won’t have to face fertility decline in their late 30s. They just need to open the freezer, pull out their 28-year-old eggs, and make a baby.

Solutions can cost a lot of money, but Wilkowski said you can make a difference by looking at redundancies in the benefits you offer. Is something offered in two different places or with two different vendors? Are you paying for benefits that no one is using? Know what they use, what they like, and what they wish they had. What are the problems they are experiencing that keep them from being their best, most productive and engaged self at work? “When we understand the problems and perceived gaps, we can go find a solution,” she said. 

Geissler suggested that companies regularly evaluate what they spend and ensure that it aligns with the company’s vision and goals. Who do you want to attract and keep? Are you fixing a gender imbalance? Are you a company whose ethos and products have an obvious alignment with specific kinds of benefits? Since Reckitt is in the formula business, women’s, mothers’, and infants’ health had better be included in their offerings. “We over-index in supporting women and families. We support environments where healthy babies and families can thrive.” Reckitt offers 26 weeks paid parental leave, something that is vanishingly rare in the United States. “But we should over-index in that area because the importance of babies and families is our message.”

Elias says that having an organization where women’s and family benefits are respected and utilized, and where everyone sees the value and importance of those benefits, requires having an open and supportive work culture. “Everyone understands the ways in which women's and family health can impact people's personal and professional lives. We need to highlight why this should matter to all of us in an organization.”

Lisa Jaffe is a freelance writer who lives in Seattle with her son and a very needy rescue dog named Ellie Bee. She enjoys reading, long walks on the beach, and trying to get better at ceramics.


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One way they do that at JLL is training managers to recognize symptoms or indications among employees so they can help them take the next step.An employee came to Lucksinger with personal issues at home, specifically an adult child with mental health concerns. “They were dealing with their gay son who needed some mental health services provided to them because they were experiencing a couple of their friends who had just committed suicide.”Any parent with stressed children is also stressed themselves, she added. Acknowledging that hardship, and the impact on the employee’s life, were important first steps. Next was to ensure the employee and their child got the help they needed with a professional with experience in the LGBTQ+ space.“Just having had that conversation with this employee, you could just see the relief in that employee,” explained Lucksinger. “We are trying to go that extra mile to ensure that our employee experiences go above and beyond.”Take the Proactive ApproachThe key takeaway from the panel was thinking outside the box. Straying away from the traditional approaches to company benefits and incorporating the values of DEI into offering the benefits people really need. And it all goes back to listening. Sometimes employees will come to you, but you also need to proactively seek them.In the case of Lisa Singh, managing director of global benefits at Silicon Valley Bank, they met with their military and veteran employees to get their specific feedback. The employees gave their thoughts on experience and processes, which Singh said they took into consideration and made adjustments to their policies. Education goes a long way, too, Singh added. At the bank, they hold mental health safety trainings and offer other ways to educate so employees are better equipped to help themselves and others. They hold regular webinars about different aspects of health, which is an opportunity for the company to let employees know about their benefits. One piece of key advice to make sure this kind of change happens? Take matters into your own hands to best serve your employees.“Your healthcare vendor may say, ‘yes, you’re competitive. 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Carrie Snider | December 04, 2023