Child care access is a top concern for North Carolina employers looking to attract and retain a talented workforce. To help bridge this gap is Samantha Cole, the new Child Care Business Liaison at the NC Department of Commerce. She brings a wealth of experience in economic development, communications, and community relationship building. Samantha, a parent herself, understands firsthand the challenges families face in finding reliable, affordable child care. Since joining the Commerce team in April 2023, she has been connecting business leaders with solutions that make sense for their growth goals and for North Carolina families.
A Unique Role with a Big Impact
Samantha’s role as Child Care Business Liaison is new for the state and was established with funding from the Invest Early NC philanthropy consortium. While based within the Department of Commerce, Samantha collaborates closely with the Department of Health and Human Services (DHHS) to align efforts across sectors.
The core of her work involves:
- Linking child care access to economic and workforce development,
- Supporting NC’s tri-share pilot program, where employers, families, and the state share child care costs,
- Exploring community-driven child care solutions,
- Engaging employers to address child care challenges that impact recruitment and retention.
“The more times I’m able to have that conversation with one or more employers at a time, the more engagement we’ll see,” said Samantha. “We will be able to help companies understand there are many impacts that they can have with respect to child care access right where they are, with a range of different engagement and cost options.”
In one example, Samantha shared a conversation with an employer who was sure the only way to increase child care support for their employees was to build a brick-and-mortar on-campus facility. “It was clear to me that in their thinking, they imagined that they would need to invest in an architect building construction, all of the costs associated with building an onsite child care facility in order to do something meaningful.”
In working with the Child Care Business Liaison office, the employer saw a wide range of examples and options from other counties across the state that were quicker and easier to implement than a stand-alone child care center. “But we were able to step back and say, let’s look inward first at the preferences of the workforce before they make those decisions. We were able to identify that there could be a range of different engagement options that could yield great results for their specific workforce.”
By making these connections, Samantha plays a pivotal role in creating a supportive network for North Carolina’s workforce.
What Employers are Saying: Child Care as a Growth Enabler
Employers across North Carolina are increasingly aware that child care challenges can limit their ability to attract and retain top talent. Samantha explains that many companies are now recognizing that child care access is not just a family issue; it’s a business issue. They need more child care resources to achieve their growth goals and are eager to explore innovative solutions.
“I’m seeing a lot of really inspiring things coming from economic development organizations, chambers of commerce, leaders at every level, federal, state, at treating child care accessibility as infrastructure and thinking about it as an opportunity to invest in a growing economy.”
One such example comes from the Biltmore Company in Buncombe County, which has committed $50,000 annually for three years to expand infant and toddler care. These funds, managed by the local Partnership for Children, offer flexible support for child care providers, who can use them for essential improvements and expansions. This model is just one way businesses are stepping up to help increase child care access, benefiting their employees and communities.
Tactical Solutions for Employers: How Samantha’s Office Can Help
Samantha encourages employers of all sizes and industries to reach out, whether they’re just beginning to explore child care support options or are ready to implement a plan. Her team works to present a range of options, tailored to fit various budgets and complexity levels. By connecting with her office, employers gain access to valuable resources and guidance on effective child care solutions.
“Employers are very innovative. They are working together with a lot of experts in early childhood education in different corners of the state to come up with not only ways to increase child care access period, but to specifically address the way that the child care crisis is showing up in their communities.”
For employers interested in learning more, Samantha recommends visiting the NC Commerce website, connecting with her on LinkedIn, or scheduling a conversation to discuss how they can get involved.
- NC Commerce Website – https://www.commerce.nc.gov/about-us/commerce-leadership/child-care-business-liaison-samantha-cole
- LinkedIn – https://www.linkedin.com/in/samanthaccole/
Progress, Needs, and Looking Ahead
In her first year, Samantha has focused on connecting the dots between stakeholders, dispelling myths about barriers, and presenting a broad range of impactful options for organizations. She was able to conduct child care business round table discussions in several different counties across the state. In August, she traveled to Transylvania, Rockingham, and Harnett counties, as well as Edgecombe County. She reached Forsyth in September, shortly before Hurricane Helene swept through. She hopes to get to many more corners of the state in the coming months to host conversations.
“We need more public-private partnerships to move the needle on child care access,” she emphasizes. Additional public funding is critical, especially in replenishing NC Child Care Stabilization Grants and supporting the early care education workforce.
As Samantha looks forward to 2025, she is optimistic about expanding her team’s reach. “I would encourage any employer organizations wanting to learn more to reach out for an initial conversation.”
For businesses ready to step up and support their employees through child care solutions, Samantha’s office is here to help them navigate their options, create impactful plans, and foster a thriving workforce. With every connection and initiative, Samantha is advancing child care access in North Carolina – to help build strong and resilient families, businesses and communities.