Cotton On Group increases engagement by 96% & employee experience by 91% - KidsCo

Cotton On Group increases engagement by 96% & employee experience by 91%

Cotton On Group Case Study 1

Cotton On Group increases engagement by 96% & employee experience by 91%


During Cotton On Group’s annual report to the Workplace Gender Equality Agency (WGEA) over 200 of their parental employees took sick leave during the school holidays for childcare responsibilities. Cotton On found that 14% of their parental employees with primary caring responsibilities cease employment before returning to work. This negatively impacted workplace culture, employee experience and working dynamics.

Key Challenges

  1. Implementing impactful support for their parental employees
  2. Improving their employee experience
  3. Improve workplace engagement


Cotton On engaged KidsCo to implement an impactful support initiative for their parental employees to support employee experience, engagement and workplace culture. KidsCo facilitated a 2-week long school holiday program designed for 5 – 12 year olds that aligned with Cotton On’s culture, values and brands. A real-life learning program was created to help the children understand what their parents did at work and to bridge the gap between work and home to improve the employee experience. The onsite program took place at the Cotton On head office in Geelong, Victoria.


Over the school holiday program period, Cotton On saw an improvement in the following:

  • 100% of employees felt an improvement in workplace culture
  • 96% of employees were more engaged in work
  • 91% of employees felt more supported and valued


Our people (and their little people) love it when KidsCo is on campus. Balancing work and school holidays can be tough – it can make it hard for our parents to feel like they can be at their best in all parts of their lives when they’re juggling so much. KidsCo helps remove that barrier by taking some of the pressure away. It gives parents another option, knowing that not only are their kids in great hands, but they’re having fun too.
– Michelle Welsh, HR Partner


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