Ontario Municipal Human Resources Association

Attracting and retaining talent in the municipal sector is becoming increasingly difficult, particularly among younger workers. While public-sector employers traditionally offer solid benefits and greater long-term security, municipalities now need to rethink their strategies—not just to remain competitive with private-sector pay, but to stand out by offering benefits that promote inclusion and reflect employees’ evolving personal and family needs. Creative and targeted options—such as fertility treatment coverage, pet insurance, and first-time homebuyer support—can help municipalities better connect with a modern, diverse workforce and demonstrate a broader commitment to equity and employee wellbeing.

Fertility Benefits as Inclusive Support

In a competitive labour market, fertility-related benefits can serve as a meaningful differentiator, signaling an employer’s commitment to equity, modern family planning, and staff wellbeing.

As of 2020, only 5 percent of employers offered fertility-related benefits, according to Family Matters Canada. Yet this is beginning to change—particularly among large private sector employers—as more employers recognize the diverse pathways through which people build families.  Approximately  one in six Canadian couples experience infertility—a figure that has doubled since the 1980s. Fertility services also play a critical role in supporting a range of family-building journeys, including those of LGBTQ+ individuals, single parents by choice, and people undergoing medical treatments that may affect their future fertility.

Although Ontario offers some public support through the Ontario Fertility Program, its limitations are significant. Coverage is restricted to a single in-vitro fertilization (IVF) cycle per eligible person under the age of 43, excludes medication costs, and is only available at a select number of clinics across the province. Wait times at these clinics can be extensive, and patients who qualify for the program often still face high out-of-pocket expenses, with medications themselves costing upwards of $7,000 each cycle.

By offering fertility coverage, municipalities have an opportunity to close that gap. The benefit aligns with inclusion goals while addressing a significant source of financial and emotional stress for employees. And importantly, this kind of support does not have to come at a steep cost—a 2021 Resolve study found that 97 percent of employers who added fertility coverage to their benefits package reported no increase in overall plan costs.

Other Creative Benefits with Everyday Impact

Fertility coverage is not the only innovative benefit gaining traction. Pet insurance has emerged as another way for employers to signal care and build retention with their staff. Although only 2 percent of Canadian employers offer it, recent surveys show that 63 percent of pet owners would be more likely to stay with an employer that provides pet-related benefits. Organizations that offer pet insurance report higher satisfaction and stronger employee engagement. For municipalities, this low-cost benefit offers a simple way to foster loyalty and support employee’s overall wellbeing.

Support for first-time homebuyers is another emerging area of focus. In response to the housing affordability crisis, some employers in the private sector have introduced down payment assistance, forgivable loans, or access to financial counselling. For municipalities, these offerings could help employees live closer to the communities they serve, reduce coming stress and reinforce a long-term connection to the area.

Taken together, these supports reflect a broader shift: recognizing that employees bring their whole lives to work. By responding to personal priorities and everyday challenges, municipalities can create more inclusive, responsive workplaces—ones that better reflect and support the diverse communities they serve and employ.

Implementing Benefits with Care and Compliance

As with any innovation, thoughtful implementation is key. While the benefits discussed above are not regulated in the same way as pension plans, they are still subject to broader employment standards and human rights legislation.

For example, employers are required to continue benefits during statutory leaves, and any new offerings must be delivered equitably. Fertility coverage, for instance, could be subject to human-rights scrutiny if it is inaccessible to LGBTQ+ staff. While definitive case law on these “modern” benefits are still evolving, organizations can mitigate risk by designing inclusive eligibility criteria from the get-go.

Ultimately, municipalities are well-positioned to lead. By recognizing the changing realities of their workforce and thoughtfully implementing benefits that reflect those needs, they can build inclusive, resilient public sector workplaces where employees feel supported not only in their roles, but in their lives.

Written by: Inggrid Wibowo, Lawyer & Workplace Investigator, and Jessica Dunn, Summer Student, Williams HR Law LLP