Benefit V: ENHANCED BRAND EQUITY
Recent announcements of new PFML policies have been met with significant positive press coverage that celebrates these companies. This suggests companies implementing PFML may receive external recognition and a resultant boost in reputation.
Step 1. Get the Facts
PFML announcements have been met with public acclaim across dozens of media outlets. Consider the outpouring of attention Ikea received in December 2016 when it announced its new paid parental leave policy:
- Forbes - "IKEA Offers Up To 4 Months Paid Parental Leave In Rare Move For Retail Sector"
- Fortune - "Ikea Is Giving All U.S. Employees Paid Parental Leave No Matter How Many Hours They Work"
- The Huffington Post - "Ikea is Giving Its Employees Up To Four Months of Paid Parental Leave"
- CNN - "Ikea significantly expanding paid parental leave"
- USA Today - "Ikea expands parental leave to all U.S. workers"
- The Atlantic - "Ikea's Leave Policy Actually Includes Most of Its Workers"
- Upworthy - "IKEA's new parental leave policy definitely raises the bar for American retailers"
Best Company Rankings
Many published company rankings (such as Working Mother 100 Best Companies) take benefits such as PFML into account.
"We get scored on those company best lists, and guess what will improve that score."
– Manufacturing company
Step 2. Take Action
- Determine the extent to which your business would benefit from media / market attention to PFML
- Would you be making the first high-profile PFML announcement in your industry?
- Would the announced PFML benefits notably exceed those of your peers?
- Could a PFML announcement be an opportunity to tell a novel positive story about your company?
- Could your ranking be improved on lists such as Working Mother 100 Best Companies?