Across tech and professional services, a quiet shift is happening: candidates are scanning your careers page not just for compensation or remote flexibility—but for signs of how you’ll treat them as future parents. For high-performing professionals planning families or caregiving, parental benefits have become a dealbreaker. The right offering signals support. The wrong one—or none at all—sends talent packing.

1 in 4 Applicants Opt Out Over Poor Leave

According to Vodafone’s “Lost Connections” study, 25% of 18–34-year-olds say they’ve decided not to apply for a job because the parental leave policies were inadequate. One in five have even quit roles for the same reason.

Why It Matters: This stat is the reason we state “25% fewer applicants” on our own homepage. For employers, the absence of a strong parental policy isn’t neutral—it’s actively turning top candidates away.

Strong Benefits Signal Strong Culture

More than half of young workers (55%) say they’d be more likely to apply to a company that offers strong parental leave. And 64% believe a company’s parental leave offering reflects its overall values, even if they’re not planning kids anytime soon, per the same Vodafone survey.

Meanwhile, a Bright Horizons US survey found that 87% of working parents consider family leave a key factor in job decisions.

Why It Matters: Benefits like paid leave are no longer just for parents. They’re seen as a proxy for how your organization treats people—full stop. In today’s market, showcasing these policies builds trust and boosts your employer brand.

Leading Companies Are Raising the Bar

In tech and consulting, companies are leaning into family-friendly benefits to stand out. A GeekWire survey found that every tech employer they contacted offered paid leave for new parents—many exceeding legal requirements.

Netflix allows parents to take up to a year in their child’s first year. Deloitte now offers all new parents 26 weeks of fully paid leave. These moves aren’t just generous—they’re strategic.

Why It Matters: When talent sees that your competitors are offering flexible, inclusive leave policies, they start to expect the same from you. Failing to match the market standard risks not just falling behind—it means missing out on mission-critical hires.

Case Study: Google Retains Talent by Supporting Life Transitions

Google extended its paid maternity leave and immediately saw post-leave attrition drop by 50%. But it wasn’t just about more time—it was about better support. Their HR team focused on improving the overall experience: re-onboarding, team coordination, and manager preparedness.

Why It Matters: Google’s example shows that parental leave isn’t just a policy—it’s an opportunity to build lasting loyalty. For HR leaders, it’s proof that supporting employees through life transitions is more than kind—it’s a smart investment in keeping skilled people on your team.

Takeaway

Parental leave is no longer an afterthought—it’s a leading indicator of whether your company is worthy of today’s best talent. If your benefits are hidden, minimal, or unclear, expect fewer applicants and higher attrition. But if you invest in thoughtful, well-communicated leave support—paired with the right tools and guidance—you not only attract great people, you help them thrive.

Want to build a workplace where careers and parenting can grow together? Let’s talk.