Coaching has been gaining traction in recent years especially in a post pandemic world. As reported by Straits Times recently, coaching is increasingly taken up by regular workers as people are paying more attention to the importance of individual well-being, work-life harmony and career aspirations amid the labour market upheaval caused by the Covid-19 pandemic. A lesser-known type of coaching, maternity coaching is also becoming more popular every day. This type of coaching is designed to help soon-to-be parents through the challenges of early parenthood. Statistics show that there is a real need for this type of coaching, as new parents not only face many struggles in the early days and weeks after their child is born but they also need to juggle between new responsibilities of caring for a child and responsibilities at work. The benefits of maternity coaching are numerous and we have identified the top 4 reasons how it is beneficial for both the organization and soon-to-be parents.

1. Organization Cost Savings from Turnover

Statistics show that only 1 in 5 woman return to work after their maternity leave. Without support to new mothers, organizations will have to incur additional costs such as hiring costs, signing bonuses and the cost of training new hires when their employees quit. According to Employee Benefits News reported in 2017, turnover can cost employers (such as hiring cost) 33 percent of an employee’s annual salary. If employers can provide maternity coaching to new mothers in the organization, any issues or challenges faced by the employees can be addressed during coaching sessions, and will then help retain talented mothers in the organization.

2. Employee Wellbeing

One of the most important aspect of providing support for new mothers is helping them to maintain their wellbeing. A recent report by The Guardian showed that working mothers are 18% more stressed than other employees and this figure rises to 40% for those with two children, according to a major study that analysed 11 key indicators of chronic stress levels. This stress can lead to absenteeism, lower productivity levels, and a higher risk of burnout. Maternity coaching can help new mothers manage their expectations, set realistic goals and find work-life balance.

For example, prior to a staff going on maternity leave, a coach can help the soon-to-be-mother prioritize and identify what she wants to have control over and how she can remain in control while she is away (and also identify what can be delegated to her staff/peers). This helps the employee to feel less stressed about giving birth and feels calm throughout the maternity leave period.

3. Engagement & Motivation

Employees who are new parents often feel disengaged at work and have difficulties concentrating on their work tasks. They may feel guilty that they are not being as productive as they used to be, or that they are not doing a good job. Maternity coaching can help new mothers increase their engagement and motivation at work. A coach can provide support to address employees’ imposter syndrome and advise mothers on how to balance work and family life, how to manage time, and how to set goals. A solution-focused approach can be adopted to focus on what new mothers enjoy about returning to work and address the concerns they have on their imposter syndromes to increase confidence at work. The coach will also help to manage the employee’s expectations of herself and of others to minimise any insecurities. In addition, coaching can help new mothers feel more confident in their abilities, and to understand that they are not alone in their motherhood journey.

Solution Focused Brief Coaching

Reference: Clérigo, R. (2014, March 28). 10 solution focused questions. Retrieved September 11, 2022, from

4. Diversity & Inclusion

At its best, maternity coaching can help new and expectant mothers navigate the challenges of pregnancy, childbirth, and early parenting. But it can also do so much more. When it comes to diversity and inclusion in the workplace, maternity coaching is an essential piece of the puzzle. By supporting diversity and inclusion, maternity coaching can help break down barriers and create a more equitable world for all as it helps to promote a culture of inclusion by ensuring that all employees feel supported during one of the most important transitions in their lives.

Balancing the demands of motherhood with the demands of a career can be challenging, and many women feel like they have to choose between the two. In a world where women are still underrepresented in leadership positions, maternity coaching is one way to level the playing field and give everyone a fair chance to succeed. Businesses that offer maternity coaching services are not only supporting diversity and inclusion, but they are also helping to create a more productive and positive work environment. Furthermore, by working with a coach from a different background, new mothers can learn about different cultural approaches to pregnancy and childrearing. This can help them feel more connected to their own heritage and culture, and also understand and appreciate the richness of other cultures. In turn, this can lead to a greater sense of inclusion for all.

Are you ready to offer support to your employees that are soon-to-be new parents?

While maternity coaching is not required by law, a caring and forward thinking organization should offer it as a benefit to attract and retain employees. Maternity coaching can help with those points mentioned above, all of which can have a positive impact on an organization’s bottom line. For these reasons and more, maternity coaching is becoming an increasingly popular benefit offered by employers. Request Demo to find out our maternity coaching solutions for your organization.

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