AbsenceSoft

Raising Awareness of the Pregnant Workers Fairness Act: Providing Clarity for Companies and Employees

The Objective

AbsenceSoft, a leading provider in the leave and accommodations management SaaS solutions, delivers software that easily and efficiently manages 190+ statutory policies like FMLA, ADA, and PWFA. Their software streamlines and automates leave and accommodations processes, ensuring compliance with federal and state regulations while elevating the employee experience.

On June 27, 2023, the Pregnant Workers Fairness Act (PWFA) took effect. Considered one of the most significant workplace protection laws for women in the past 25 years, the legislation mandates that public and private sector employers with 15 or more employees must provide reasonable workplace accommodations to workers with known limitations related to pregnancy, childbirth, or related medical conditions. 

AbsenceSoft anticipated the significant impact of this new law on companies and recognized the widespread lack of awareness and understanding surrounding it.

The Strategy

The team at Escalate positioned AbsenceSoft as a leading voice around the PWFA, providing clarity to companies about the implications of this new law, and highlighting the protections employees now receive. The team released a survey before the PWFA took effect, highlighting the widespread lack of awareness and preparation surrounding this new law, and continued outreach after the law became enforceable. The team also did another big push after the final rule became enforceable on June 18, 2024.

The team at Escalate was able to continue to capitalize on the PWFA as a timing topic and promoted Ashlee Brennan–their legal expert–as a go-to source for HR topics broader than just pregnancy, such as workplace equality.

PWFLA Thought Leadership
The Results

Firstly, the survey whose results were released in May 2023 found that nearly half of large companies were not prepared for the PWFA. This survey was picked up by The Business Journals The Playbook section, which was picked up in local The Business Journals across the country. The team also placed a number of contributed articles from Ashlee Brennan in key HR trade such as Compliance Today and BenefitsPro.  

The Escalate team continues to position AbsenceSoft and their legal expert, Ashlee Brennan, as trusted resources on PWFA and related topics impacting workplace equality.

The survey results were picked up in local The Business Journals across the country

Placed a number of contributed articles from Ashlee Brennan in key HR trade such as Compliance Today and BenefitsPro.