Beyond Lip Service: What Real Family-Friendly Companies Do Differently

A version of this article originally appeared on Forbes.com

Real family-friendly companies stand behind their policies with action. 

For many professionals, the journey into corporate life begins in a phase of life free from caregiving responsibilities. At first glance, benefits like affordable health insurance, flexible work options, and paid family leave seem promising.

However, as employees transition into parenthood or caregiving roles, they often encounter a stark contrast between policy and practice.

In today’s workforce, job seekers are more discerning than ever.

They research company cultures, read anonymous employee reviews, and expect more than just lip service when it comes to family-friendly companies and their policies.

The pandemic underscored the challenges of balancing work, family, and caregiving, pushing companies to rethink how they support their employees beyond financial benefits.

Kaleana Quibell, VP of Wellbeing & Partnerships at Sequoia, highlights a growing trend:

“By providing more guidance, resources, and training, employers are saying, ‘We recognize that you truly can’t do your job if we don’t offset some of these emotional stressors.’”

While robust family-friendly benefits are crucial, the alignment between policy and daily workplace experience is where the real work happens.

So how can companies truly be more family-friendly?

Leadership Must Set the Tone for Supporting Families

A company’s culture is shaped by its leaders. If top executives fail to utilize family-friendly policies, employees may feel discouraged from using them as well.

A few short months after I returned from my own parental leave, I discovered that an executive leader in my division had hidden that his wife had recently given birth. While it spread through whispers, he never actually shared the news nor took a single day off. 

This sent a clear message to employees: caregiving responsibilities should remain hidden. (and just because we have paternity leave doesn’t mean you should feel free to actually take it.) 

Sadly, withholding one’s caregiving status from their employer is all too common.

I felt like there would be a stain on my resume if I acknowledged that I was a working parent with specific needs. How could I not?

A key leader was normalizing a culture where we were expected to hide our caregiving status.

How Leaders Can Foster a Family-Friendly Culture:

• Lead by Example: Take parental leave, utilize flexible work options, and openly discuss family responsibilities.

• Advocate for Family-Friendly Policies: Speak out in support of caregiving employees and work-life balance initiatives.

• Normalize Boundaries: Encourage employees to disconnect outside of working hours and respect time off.

The Crucial Role of Managers 

Policies alone don’t create a supportive environment—managers do.

They are the ones responsible for implementing policies, evaluating performance, and accommodating flexibility requests. Yet, many managers lack the training to effectively support caregiving employees.

What Companies Can Do to Support Managers:

• Provide Training: Equip managers with the skills and training to handle flexible work requests and caregiving needs empathetically.

• Encourage Open Dialogue: Regularly check in with employees about their evolving work-life balance needs.

• Eliminate the “Boss Lottery”: Ensure every manager, regardless of their personal views, is held accountable for upholding family-friendly policies.

Implementing Meaningful Family-Friendly Policies

To move beyond performative policies, companies must offer comprehensive and meaningful benefits that address employees’ real needs. Here are some ways to make workplaces truly family-friendly:

1. Flexible Work Arrangements

• Offer hybrid and remote work options.

• Provide flexible start and end times.

• Implement a results-based work culture rather than tracking hours.

Example: Dell’s “Connected Workplace” program allows employees to work where and when they are most productive, fostering a culture of trust and flexibility.

2. Robust Parental Leave Policies

• Offer equal parental leave for all caregivers, regardless of gender.

• Encourage leaders and employees to take their full leave.

• Provide transition support before and after parental leave.

Example: Spotify provides six months of fully paid parental leave to all employees globally, setting a strong precedent for work-life balance.

3. Childcare and Caregiving Support

• Offer subsidized childcare or on-site daycare.

• Provide backup care options for emergencies.

• Extend caregiving support beyond parents to those caring for elderly or ill family members.

Example: Patagonia has an on-site childcare center and a 100% reimbursement policy for business-related travel with children.

4. Mental Health and Wellbeing Resources

• Provide access to counseling and mental health support.

• Offer employee assistance programs (EAPs) with family-focused services.

• Encourage a culture where mental health days are normalized.

Example: Google provides free virtual therapy sessions for employees and their families, ensuring mental wellness is prioritized.

5. Work-Life Integration Initiatives

• Encourage family-friendly events and initiatives.

• Provide “no-meeting” hours or days to ease schedule constraints.

• Allow employees to block out time for caregiving duties without stigma.

Example: Cisco’s “Day for Me” program allows employees to take one day off per quarter to focus on personal wellbeing, no questions asked.

Why Family-Friendly Workplaces Benefit Everyone

Investing in family-friendly policies is not just about social responsibility—it’s good for business. Research consistently shows that companies prioritizing work-life balance experience:

• Higher Employee Retention: Employees are more likely to stay with a company that supports their personal lives.

• Increased Productivity: Employees with better work-life balance tend to be more engaged and efficient.

• Diversity and Inclusion Gains: Women and underrepresented groups, who often bear a disproportionate caregiving burden, are more likely to thrive in supportive workplaces.

The Future of Family-Friendly Workplaces

Companies are at a turning point: those that actively cultivate a family-friendly culture will attract and retain top talent.

By prioritizing leadership involvement, manager training, and comprehensive benefits, organizations can create workplaces where employees feel empowered.

They don’t feel the need to choose between their careers and their families. They know the parental support goes deeper than the benefits page of the company website. 

In 2025 and beyond, the businesses that thrive will be those that recognize the simple truth: supporting caregivers isn’t just the right thing to do—it’s the smart thing to do.