Bright Horizons Family Solutions, the world’s largest provider of on-site day care, did not foresee how the pandemic would alter their business.

“It used to be an on-site day care center was about recruiting and retention,” says Stephen Kramer, Bright Horizon’s chief executive officer (pictured). “Now it’s also being seen as a reason employees are coming back to the office.”

Office workers with young children are no longer hiding child-care perils from their bosses, and companies desperate to keep workers and lure them back into the building are looking for any carrot to dangle.

Bright Horizons’ pitch comes at a moment that has sent both working parents and an already precarious child-care system into free fall. While the industry received some $52.5 billion in aid last year, roughly one-third of child-care businesses have closed during the pandemic, and more than half of the survivors report they’re losing money.

Read more about on-site day care at the link in bio.