How businesses can support ‘secret weapon’ mums by keeping them in workforce

MUMS make 85 per cent of all household buying decisions according to studies, so they should be an asset to any company.

However, research from campaign group Pregnant Then Screwed reveals that almost half of mums-to-be and those returning from maternity leave have had a negative experience at work.

And one in five have gone on to quit their jobs.

But losing mums from the workforce is estimated to cost the economy £23billion each year.

However moves including job shares, flexible working and maternity coaching can help more stay.

The University of Birmingham found three quarters of managers say their firms became more productive when parents were offered flexible working.

‘Killer app’

And the Chartered Institute of Personnel and Development found 54 per cent said it also made it easier to recruit new staff.

Julia Hobsbawm, founder of the Workathon network that advises leaders on workplace issues, said: “The UK needs to recognise flexible work can be its ‘killer app’, not its Achilles’ heel.”;

As Mother’s Day approaches this Sunday, a new initiative has been launched to help firms overcome the “pregnancy penalty”; and retain more mums.

The Family Friendly Workplaces programme offers firms a self-assessment test to see how family-friendly their policies are. They can then gain official certification.

Jane van Zyl, from Working Families, said: “We’re helping to create workplaces where parents can thrive at work whilst fulfilling their caring responsibilities.

“In turn, businesses will see higher retention, engagement and productivity, and create a culture where employees feel valued and supported.”;

Pregnant Then Screwed founder Joeli Brearley added: “Research shows that when employers ensure returning mothers feel valued, understood and supported, they not only stay, they thrive.”;

Here are Jodie’s top tips to build a supportive business for mums . . . 

Structured support systems: Provide training, coaching, peer-to-peer support, phased returns and a solid reintroduction plan. This helps mothers regain confidence, rebuild professional connections and transition smoothly back into their roles.

Improved paternity leave: When fathers take more leave — and are encouraged to do so — it helps normalise caregiving as a shared responsibility. This reduces bias against mothers and helps close the gender pay gap.

Enhanced maternity pay: Statutory maternity pay drops so drastically after the first six weeks that many families cannot afford for a mother to take her full leave.

Enhanced maternity pay allows women to take the time they need, resulting in better mental health, improved workplace performance in the long run and a strong incentive for skilled professionals to join your firm.

Make policies visible: Once you’ve introduced strong, family-friendly policies, don’t hide them. Promote them proudly on your website, include them in job postings and ensure all employees are aware of them. A policy only works if people know it exists.

Focus on productivity, not hours: The former CEO of PepsiCo Australia introduced a “leave loudly”; policy, encouraging senior employees to set an example by openly stating when they were heading home to be with their children. This simpl­e cultural shift helped normalise work-life balance.

Realise the benefits: Supporting working mothers isn’t just the right thing to do, it’s smart business. Companies that invest in family-friendly policies see higher retention, greater productivity and a stronger workforce.

FLAKE IT TILL YOU MAKE IT

CAREER catfishing – where applicants are interviewed, accept a job offer, then never show up – is on the rise, with a third of Gen Z and 24 per cent of millennials admitting to doing it.

Peter Duris from CV site Kickresume, says. “Some job hunters admit they go to interviews because they want to know salary differences across the industry or practise their interview skills.

“Others want to level the playing field after being ghosted by firms.”;

Here’s how to guard against career catfishing:

TIPS FOR JOB SEEKERS

Ask incisive questions: During your interview, make sure you take the opportunity to ask about anything that could affect your decision to take the job. Otherwise, you might only find out after the interview that it’s not a good fit for you.

Address red flags: Not sure you are the right fit for the job? Listen to your instincts and research further to make your decision.

It’s fine to say no. It’s always best just to be honest, and contact the company to let them know that you won’t be going ahead with the role.

Never burn bridges: If you need to turn down a job offer, a polite email or phone call will leave the business with a good impression of you. Say thank-you for the opportunity and, if it’s appropriate, explain why you’re turning them down. You never know, this company might be hiring for your dream role when the time is right.

TIPS FOR BUSINESSES

Be upfront about the role. A clear job description helps you set expectations. Candidates will know exactly what they’re signing up for.

Be flexible about the start date. It makes it much easier to take on a new hire if you can fit in with their schedule or their notice period at their previous job.

Stay in touch with your new hire. If there’s a long gap between the job offer and their start date, check in regularly. A lot can change in just a few weeks so keep the lines of communication open.

Working with a recruiter or agency? Make sure they are on the same page communication-wise, too.

SNAP IT UP, TEENS

MESSAGING app Snapchat is looking for kids aged 13 to 16 to join its new Teen Council Europe to help shape the service for the future.

Around 15 young people from across Europe will be selected to take part in the programme, which will feature monthly calls, project work and a summit at the firm’s office in Amsterdam.

Teens will be able to share their ideas for promoting digital wellbeing, as well as for making Snapchat a more enjoyable place for connecting.

Research from the UK Safer Internet Centre shows 80 per cent of children believe young people should be listened to more about changes in technology.

Apply at values.snap.com/news/teen-councils-expansion.