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2018 BAI Global Innovation Award Winner

BAI Global Innovation Awards 2018 finalist Fifth Third Bank

Human Capital Innovation

Fifth Third Bank - Cincinnati, OH, USA
Maternity Concierge

"In its first year, more than 400 women used Firth Third Bank’s free Maternity Concierge – created for pregnant women and new mothers – for services as varied as researching child care to planning gender reveal parties."

Fifth Third Bank’s Maternity Concierge is a program to retain the bank’s female employees and increase the number of female senior leaders. The Maternity Concierge is a free program for pregnant employees and women with children less than one year old, to help with everything from planning baby showers to finding daycare. The program, unlike any other in the country, is available for all 18,000 employees, from tellers to executives with a goal of retaining and recruiting female employees. 

The program was designed to assist women during pregnancy, after the baby is born and especially upon their return to work. The program’s goal is to help any woman who wants to stay in the workforce; more than 400 women have used the program since it launched in February 2017. The Maternity Concierge continues to evolve, adding free breast milk shipping during work travel, an extra four weeks of paid time off and a new financial empowerment component. 

After a year with the program, Fifth Third has found that women who enrolled in it were almost 25 percent more likely to remain at the bank six months after returning from maternity leave than women who didn’t use the program. 

The bank found that 86 percent of women who enrolled in the Maternity Concierge program – either during pregnancy or when they returned to work – remained at work six months after taking leave, compared to 62 percent of the women who didn’t enroll in the program.

The Problem

At Fifth Third, 60 percent of employees at the Bank are female, but only 23 percent of senior-level managers are female. 

Fifth Third understands the importance of supporting women in the workforce. Over the past decade, we’ve implemented bank-wide initiatives to recruit, develop and advance female talent at all levels in their career. We also identified an immediate need to support a specific group of our employees: working mothers – who represent more than one-third of the female workforce. (Women’s Bureau – U.S. Department of Labor)

Women who took maternity leave left the bank in the 12 months after returning to work at twice the rate of other women. While leave was important, the transition period back was important, too. 

Chief Administrative Officer Teresa Tanner knew that something needed to change. She knew that programs in the past – such as part time and flexible schedules were not enough. 

“This is a particularly difficult time in women’s lives – going back to work with a new baby,” she said. “We want to support women, to give them another layer of help as they return to work if that’s what they want to do. As a company, we feel it’s our responsibility to help with that transition.”

Fifth Third introduced the Maternity Concierge to both provide support to women as well as to create a more family-friendly work environment. The free service – to everyone from tellers to executives – is designed to reduce the number of women who quit work in the first year after maternity leave (twice the rate of all women) and lift numbers to increase those in senior management.

The Solution

The Maternity Concierge program begins when a woman learns she is pregnant, continues through maternity leave and ends when the baby turns one. The woman works directly with a concierge specializing in maternity needs, who can help with everything from researching child care options and scheduling meal deliveries to finding photographers and planning baby showers.

The program is part of Fifth Third’s commitment to provide an environment and culture where working mothers can not only succeed, but also excel. The program helps women during a difficult period of working – during pregnancy as well as the transition time of returning to work. The program also creates a more family-friendly work environment.

In its first year, more than 400 women used the bank’s free Maternity Concierge – created for pregnant women and new mothers – for services as varied as researching child care to planning gender reveal parties.

After a year with the program, Fifth Third has found that women who enrolled in it were almost 25 percent more likely to remain at the bank six months after returning from maternity leave than women who didn’t use the program. 

The bank found that 86 percent of women who enrolled in the Maternity Concierge program – either during pregnancy or when they returned to work – remained at work six months after taking leave, compared to 62 percent of the women who didn’t enroll in the program.

“Fifth Third’s Maternity Concierge program is one of the reasons that I want to stay and grow with the company,” said Charnella Grossman, a portfolio manager for Fifth Third and mother of two girls, a 2-year-old and a 10-month-old. “They helped me plan my daughter’s birthday party, decorate the nursery, waited for a delivery at my house and so many more things to help relieve the stress of coming back to work.”

Key Collaborators

Creator: Teresa Tanner, Chief Administrative Officer, program creation
Human Capital: Joy Brywa, implementation
Enterprise Workplace Services: Deedee Wiele, implementation
Project Manager: Rajinder Narang

Fifth Third Bank Maternity Concierge team

Fifth Third's Teresa Tanner
Fifth Third Maternity Concierge

Development Timeline

Winter 2016: During Teresa Tanner’s regular listening meetings with employees, idea is sparked.

March 2016: Brainstorming conducted at Best Upon Request (current vendor for general concierge service) for ideas on program.

April 2016: Extensive market research and analysis of Fifth Third data conducted.

May 2016: Full Maternity Concierge program proposal presented, with service examples detailed by target audience stage, quoted for Cincinnati region by Best Upon Request.

Summer 2016: Maternity Concierge program discussion with key Fifth Third employees involved in initial focus group.

Late summer 2016: Maternity Concierge proposal updated to reflect scope change for entire Fifth Third enterprise.
 

Fall, 2016: Expectations and Deliverables meeting with Fifth Third human capital team, procurement, risk, etc. 

February 2017: Maternity Concierge program launches.

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