“Work/life balance” is something many Americans associate with mothers (or fathers) in the workplace caring for children. What’s less widely known, understood and supported is the “employee caregiver” — or people who are juggling career and caregiving for older relatives (such as aging parents), and some while also juggling care for their kids (“sandwich generation caregivers).

Caring.com’s Caregiver Journey 2016 research found some significant negative impacts for family caregivers faced with this challenge: 79% have missed work due to caregiving responsibilities, some leave the workplace altogether, and others are highly distracted while on the job. Your senior care organization is part of the solution to this problem — by easing the direct care burden on family members of older adults, so they can re-focus on maintaining employment and/or career success.

Content Tips for Any Senior Care Company

• Demonstrate that you understand the experience of Baby Boomers juggling their careers and caregiving by sharing some of the statistics from the Caregiver Journey research. Include real stories from those you’ve helped (either anonymously or with their permission), and discuss how your organization helps to address those concerns.

• Consider interviewing a local career coach, HR manager, or a representative from the national ReACT coalition for working caregivers, about how big this problem is and what local employers and caregiving organizations are doing to address it. You can also find examples from a Google News search, such as this recent eldercare benefit story about Deloitte LLP.

• Does your senior care company offer an eldercare benefits to your employees? If so, that’s an interesting angle for your content on this topic, and one that supports your retention and recruiting efforts as well.

Content Tips for Senior Living Communities

• Do you offer respite or adult day services? These services can be a great way to support family caregivers who are also juggling a career while caring for their loved one at home. Additionally, it’s a way for them to “test drive” your community as a potential better fit for their loved one’s living situation.

• Are there family members of residents who were struggling with balancing career and caregiving before their loved one moved into your community? How has your community been beneficial to them? Include these real life stories in your coverage this month.

Content Tips for Home Care Agencies

• Hiring in-home care agencies is one of the top ways that ’employee caregivers’ are able to cope with the challenges of balancing their career while also caring for an aging parent or relative. The Caregiver Journey 2016 research has specific stats on this — be sure to include them in your content this month. The Home Care Association of America also has data and in-home care value propositions you can use.

• Are there family members of your clients who fit this description and would be willing to share their story to encourage others to use in-home care too? Reach out to them for a quote or two, or if they’ve already posted a review online (either anonymously or with their real name) cite an excerpt from that review and mention their story in your content about family caregivers in the workplace.

Additional Resources to Support this Spark

• ReACT (Respect a Caregivers Time), a national coalition focused on this challenge

• Contact your local Chamber of Commerce and see if they have members who are offering their employees benefits focused on supporting their eldercare needs

Content Sparks are part of Caring.com’s Content Made Simple program. See all of the Content Sparks.