Could sleep training be the best workplace benefit for new parents?
Opinion
An employer that shows an understanding of sleep deprivation — and not just for parents and babies — will cultivate a culture of loyalty and engagement.
A recent TikTok video from comedian Robert Mayhew ended up hitting a poignant note, tugging on many people’s heartstrings.
In the film, captioned “The Advertising industry hates new parents”, Mayhew acts as Casey, an agency worker who has just returned after maternity leave.
Casey talks about the minimum paid leave received, how they’ve been overlooked for work on an exciting new client and how they shouldn’t have to sneak out at 5pm to pick their child up from the childminder.
It goes on to say that agency culture encourages people to open their laptops after their kids have gone to bed and details the juggling act many parents face.
“I have to hide that I’m tired. I’ve to pretend that, yes, an 8:30 call with the US office should be fine, and in fact that will completely mess up my morning drop off. I feel like I’m fending for myself. I feel I’ve no-one to talk to,” Casey says.
@mrrobertmayhew The Advertising industry hates new parents #Relatable #agencylife #Corporate #CapCut ♬ Backsound Puisi – Audiolist Productions
Casey wants to work on new business and wants the promotion — in fact, they need that promotion to cover childcare costs.
The video ends by highlighting a benefit another agency, run by a woman, offers: free sleep training when you return from maternity leave.
“What a brilliant idea. What a brilliant policy. I want to work there now. That’s real culture.”
Sleep benefits
With sleep such an essential cornerstone of overall wellbeing, it’s not surprising that companies are starting to fold in such benefits for existing and new employees.
Last year, Meta announced access to a paediatric sleep consultant, meaning employees who are parents are offered a discounted rate on consultations.
Meanwhile, organisations like Waitrose & Partners, Camelot, RSK and Mattress Online offer access to The Sleep Charity’s Workplace Sleep Ambassadors — a course that educates employers and managers on how to support employees with sleep issues.
An estimated 200,000 working days are lost in the UK every year due to insufficient sleep, but it’s not just a case of reduced productivity and ambition. Some 20% of road deaths are related to fatigue.
Sleep training isn’t for everyone. Many parents and professionals disagree with particular approaches or even all approaches. Each parent makes their own choice on whether to sleep train or not.
But companies that demonstrate an understanding of sleep deprivation and the effects it has will cultivate a culture that fosters loyalty, engagement and retention among their workforce.
If support and understanding are missing from where you’re working, it could be time to find something new. The Media Leader Job Board is full of roles with leading companies offering competitive salaries, like these three.
News UK
One of the leading media businesses in the UK and Ireland, News UK’s brands include The Times, The Sunday Times, talkSPORT, Times Radio, Talk TV and Virgin Radio UK.
With multiplatform brands, the organisation is frequently hiring in editorial, commercial and tech teams. Recent job postings include head of consent, assistant producer/producer for Weekend, news reporter, partnership executive, senior software engineer, SAP data migration analyst, business analyst and sales executive.
View current roles on offer here.
Dentsu
Dentsu is a media and digital marketing comms network, with its international headquarters in London. Putting consumer intelligence at its heart, recent projects include work for Tesco, Now TV, Clarins, Cadbury and VisitScotland, and its client roster is the envy of many rival agencies.
Recently advertised roles in the capital include lead solution architect, client account director, account managers, platform support specialists and client managers.
PA Media
Most of us know PA Media for its news-collecting and reporting services, including PA Images photography, but did you know it’s part of a group that includes camera systems for corporates, a comms agency, a digital copywriting and content strategy agency and a video streaming business?
The organisation hires regularly and recently advertised positions include parliamentary reporter and East Midlands reporter. Check out PA Media roles here.
Visit The Media Leader Job Board to discover available opportunities
