Marketers increasingly hiring returning mothers

The marketing industry is more likely to welcome back mothers into the work place than other sectors such as finance and manufacturing, a new study suggests.

Women at work

Research by global workplace provider Regus revealed that more than a fifth of marketing firms (21%) are planning to hire more returning mothers than they did a year ago. This figure is on par with healthcare and medicine (21%), with only retail showing a bigger interest in hiring mothers (24%).

The worst performing sectors were ICT (15%), consultancy and services (16%) and the financial sector (18%).

The study, which interviewed business owners and senior managers, shows that marketers value mothers the most when it comes to their experience and skillset. Over 78% of respondents agreed with this statement, leaving other sectors including finance (69%) and retail (66%) lagging behind.

Marketers were also keen to hire mothers due to their ‘better time keeping’ (31%) and ‘their drive to improve their worth’ (22%).

The survey also revealed that respondents emphasised the important role flexible working plays in attracting female talent with 84% stating that flexible working is key to attracting and retaining women workers.

Commenting on the research, Regus’ global operations director Celia Donne says: “There is a vast amount of untapped potential among skilled and experienced mothers who are unable to work due to family commitments. Flexible working enables companies to tap into this important talent supply and offer returning mothers a way back into the workforce.

“The benefits to businesses are clear; not least, lower staff turnover and associated hiring and training costs. But in order to retain these valuable employees it is critical that firms offer some level of flexible working, such as the possibility to work closer to home.”

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All FMCG companies see growth as harder to come by in this current market and climate. There’s quite a big focus on future growth opportunities and what will be driving company growth moving forward in the consumer segment. Within that, one of our big focus areas at SABMiller is to change or evolve the image of beer.

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There is one comment at the moment, we would love to hear your opinion too.

  1. Come on mums, let’s not be embarrassed that we stayed at home to bring up the ‘next generation’. We’ve done a great job and learned lots of new skills too. Now let’s use that experience in the ‘paid’ workplace!

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