FWIW here's my two penneth before I go to bed...
There is a lot of value in having the right policies and procedures in an organisation. It gives something to aim for and without it, IME, it's virtually impossible to make things happen. People need boundaries and to know what's expected of them.
It is also extremely important to have a handle on how people in your organisation perceive the organisation (often organisations are very concerned about their external brand but forget their internal brand is at least equally as important) and how employees feel is arguably one of the most valuable measures of how successful an organisation is. If 80% of your organisation think you're a good place to work that's great. The next question is why don't the other 20% think like that and what are you going to do about it?
Organisations spend a lot of money running Employee Opinion Surveys (EOS) and yet they mean nothing if you don't ask enough people, the right people (I've honestly been greeted with astonishment by employers when asked if they get people on maternity or sick leave to complete the EOS) and then act on the results.
I worked for two organisations in the same industry. One ran their EOS in house and ran it quarterly because they were going through a period of change and wanted to test the atmosphere of the organisation and act on the findings. The only used a flashy external consultancy, ran it annually and did nothing tangible with the results. Guess which one had satisfaction rates of nearly 90% and which was hovering around 50%?
Family Friendly is a fantastic initiative and really, really worthwhile. I wonder if going straight for the HR stuff is a bit ambitious but I don't have all the facts so I'm just guessing. Looking at service and family friendly initiatives for external customers is where I would have started because you don't need organisational buy-in (you can mystery shop and test customer service without the consent of organisations) and then you can present the findings as the catalyst for access to fix those issues by looking at the people responsible for delivering the service and how they are looked after and enabled.
God I really want to come and work on this now - it's right up my street. I'm going to email Justine and PM Vicki tomorrow