Culture of Care: How Corporate Settings Support Working Mothers

Women make up over half of the Kenyan population. Over time, this has led to an unprecedented number of women in the workforce, many of whom are mothers as well as primary or co-breadwinners. Today's organizations recognize the value that women bring to the table, contributing to gender diversity, competency, and productivity. In fact, according to McKinsey & Company, a global professional services consulting firm, companies with more women executives are likely to outperform those with fewer senior women.

This surge in women's workforce participation has also highlighted the challenges they face in balancing work and family responsibilities. In the fast-paced corporate world, striking work-life balance can be particularly challenging for working mothers. It is a pressing issue that organizations need to address proactively to foster an environment that empowers these women to excel in their careers.

In varied societies, women often find themselves at crossroads, having to choose between their careers and families. This predicament can impede women, particularly those who opt to become mothers, from climbing the career ladder. Therefore, it is crucial for organizations to consciously promote the wellbeing of working mothers and foster an environment where young women at the onset of their careers can see ample role models.

Their presence in the workplace should stand as a good example of how women can successfully balance professional responsibilities with their roles as mothers. Not only could this inspire these young women, but it also reassures them that they too can excel in their careers without compromising their maternal responsibilities.

Organizations can also enhance their inclusivity by adopting flexible working hours as a key strategy. Rather than adhering to the conventional 8.00 AM to 5.00 PM work schedule, a shift to a 9.00 AM to 4.00 PM timetable could be considered. This modification enables working mothers to harmonize their professional commitments with personal responsibilities, such as school runs for their children.

Further, organizations can be more accommodative to expectant staff, especially during the last trimester and the first three months after the conclusion of their maternity leave. Hybrid work arrangements can be an effective approach during these periods, offering a blend of remote and on-site work that respects the unique needs of expectant or new mothers.

Research underscores that workplace flexibility is highly prized, often outstripping traditional benefits like parental leave and childcare. This strategy not only benefits working mothers but also cultivates a more supportive and inclusive work environment.

Flexibility does not just end with working hours. Managers also play a pivotal role in creating a supportive environment for working mothers. By equipping managers with soft skills, organizations can ensure that they understand and cater to their unique needs. This understanding allows managers to plan flexible work schedules that accommodate their now demanding lifestyles, which include making time to attend to their children’s medical appointments or school engagements like sports days or parent-to-teacher seminars.

Within their workspaces, organizations can provide a comfortable and hygienic mother’s room for nursing mothers. Equipped with fridges for storing expressed milk, comfortable couches for relaxation, and clean sinks for hygiene, these rooms can significantly improve the working conditions for nursing mothers. Such facilities often ease the physical discomfort associated with nursing, allowing mothers to focus better on their work.

A comprehensive employee assistance program (EAP) is another crucial support system for working mothers. These should offer free and confidential assessments, short-term counselling for those in need, referrals where necessary, and follow-up services for employees. EAP counselors may also work in a consultative role with managers and supervisors to address employee and organizational challenges and needs.

Organizations should also strive to provide their staff with good medical insurance that covers maternity, antenatal, and postnatal care, as well as baby-friendly vaccines. This ensures that mothers do not have to worry about the financial burden of healthcare, allowing them to concentrate on their work and family.

Lastly, it is crucial for organizations to innovate and eradicate potential biases against mothers in the recruitment process. This innovation ensures that every potential employee, irrespective of their parental status, is provided with equal opportunities to contribute to the organization and progress in their careers.

For example, at Ogilvy Africa, we have developed “the Right CV', a curriculum vitae template specifically designed to eliminate unconscious biases that often result in women being sidelined during the recruitment process. We encourage all candidates applying for positions within Ogilvy Africa and our broader WPP Scangroup family to utilize this template. We recognized that seemingly insignificant details like names and pictures can often induce unconscious bias. Therefore, we designed this template to exclude such non-essential information, effectively eliminating common triggers for unconscious bias.

Creating an environment that supports working mothers to achieve a proper work-life balance is not just about policy, but about creating a culture that values and supports all employees. By implementing supportive policies and creating an inclusive environment, organizations can empower working mothers to thrive both professionally and personally. This not only benefits the mothers but also contributes to the overall success and diversity of the organization.