What Women Want: The Importance of Workplace Flexibility


As the job market continues to recover and employee confidence increases, more employees will be keeping their options open for other job opportunities. In this competitive market, it takes more than salary and other traditional benefits to lure potential employees – especially when it comes to women workers.

With women making up more than half of the U.S. work force, employers are playing close attention to what motivates women to choose one employer over another. Randstad took a closer look at what women want in a recent Employer Branding survey conducted by Randstad US.

The study, which surveyed 7,000 people nationwide with a variety of backgrounds and occupations, found that 37 percent of women said that workplace flexibility is one of the key attributes that they look for in a potential employer. Also, location is key for women workers, with 44 percent of female respondents choosing that as an important employer attribute, compared to 35 percent of men.

So what does this mean for companies trying to establish work/life balance benefits for female employees? Is it just the ability for employees to work from home or does it encompass a range of employee options and benefits? Take a look at some of the different options that fall under workplace flexibility:

  • The ability to work remotely in a part-time or full-time capacity
  • The option to use flex time (for example, working 7 to 3 instead of 9 to 5)
  • Offering part time positions or job sharing opportunities
  • Offering increased maternity and paternity leave
  • The ability for an employee to take a leave of absence and then return to work

Each company will have varying abilities to allow for workplace flexibility options, requiring them to assess their staffing needs to determine what choices they should be making in the long-term to remain competitive in the job market.

When it comes to employer branding, you can start with creating a company that values all employees, recognizes their accomplishments and celebrates their successes. Invest in women by providing formal mentorship opportunities for them to learn new skills and advance their careers. Bottom line: make your company an engaging and motivating place where workers will want to grow and thrive. After all, word-of-mouth is your best source of employer branding.