Changing Perspectives... on Parenthood

Many times in my career I have heard the statement, “It’s great that you’re a working parent, but I plan to leave the industry if I ever have children – it’s too hard to have a career and children.” 

It’s appalling that this thinking still exists in 2023, despite all the strides we’ve made as a society.

Which makes me wonder why this belief that we can’t have a career and a family still persists. And why as an industry – as the original arbiter of change – we are not doing more about it.

We have a people problem

Far too many times I have seen talented co-workers leave their careers in media for other industries that are more supportive of their new life stage. It’s made me question my own choice to stay in media – is this really the right industry for me to thrive?

Earlier this year, the MFA reported a 32.6% churn rate among media agencies (the Australian industry average as of April 2023 was 12%) and a vacancy rate of 8.5% (which is higher than the normal level of 6%). Based on experience, I would hedge a bet that parents make up a large portion of this churn. 

Instead of seeing more working parents leave the industry, let’s quit perpetuating the narrative that you cannot effectively work and raise a family. As an industry, it will be beneficial and sustainable to celebrate the creativity and dynamism of being in media while fostering supportive infrastructure that is truly attractive to parents to stay the course.

Being a parent can make you a better employee

In a recent Harvard Business Review article, Dr Jelena Zikic outlined that working parents are excellent at adapting to change, they encourage strength and weaknesses in others; and are great at self-reflection.

Personally, I can relate as being a working parent allowed me to hone invaluable skills. Skills for life and certainly, for work.

The ability to multitask, meet a deadline (so I can get out the door at 5pm to make school pick up), negotiate with patience (hello, parents of toddlers) and lead with empathy. All desirable skills for any employer.

I challenge us to call time together

Insight can fall flat if it’s not actionable. So, here’s three sure-fire suggestions for businesses to make a move in the right direction:

1. Form a Working Parents Committee: Look within your own organisation and encourage working parents to discuss what they would like implemented to improve their working conditions. But don’t stop there.
2. Provide the space for networking: There is nothing lonelier than a parent working in a team with non-parents. There is much value in the support that fellow parents can provide and advice they can share to overcome daily challenges. It’s when we unite in our common experiences that we provide others the motivation to continue and often thrive in our community. Even better, invite parents-to-be, want-to-be parents and supportive co-workers along to give them an understanding of how to support co-workers or to better plan and prepare themselves for the journey to come.
3. Workplace Accreditation: Did you know your workplace can be recognised as a Family Friendly Workplace? Last year my workplace – UM Australia – was the first media agency to do so, as a commitment towards supporting working parents in the industry. This accreditation gives businesses the blueprint to take further steps to create an inclusive environment to support all carers in the business and demonstrates back to their people that you don’t have to sacrifice your career when you want to be or are a parent.

Encouraging working while raising a family. Talk about an underleveraged growth target for the media industry’s leaky bucket.