Mr. Van Grinsven says the efforts have paid off: The number of interns meeting the company’s benchmark for success in sales has risen more than 40% since 2007, a productivity improvement that he attributes in part to more parental support.

Paul From was used to meeting the spouses and children of employees at company events. As chief executive of Central Wire Industries, a manufacturing firm based in Perth, Ontario, he has long held regular baseball games to get to know his employees better.

But in the past five years, he has noticed his 20- and 30-something employees have started bringing new guests to company socials: Mom and Dad.

Millennials—people born between 1981 and the early 2000s—are much closer to their parents than previous generations, and they have gained a reputation for being coddled by so-called helicopter parents, say researchers who study Millennials. But when they started joining the workforce in the early 2000s, managers balked at parents getting involved in their kids’ workplace struggles or job searches.

That was then. Now, some firms have begun embracing parental involvement and using it to attract and hold onto talent and boost employee morale.

ne of them is Northwestern Mutual. Michael Van Grinsven, field-growth and development director at the Milwaukee-based financial firm, says the company does everything it can to accommodate the parents of college-aged interns, including regularly inviting them to the office for open houses.

“It’s become best practice,” Mr. Van Grinsven says, noting that parents can influence their children’s career decisions. Some Northwestern Mutual managers call or send notes to parents when interns achieve their sales goals and let parents come along to interviews and hear details of job offers. They may even visit parents at home.

Mr. Van Grinsven says the efforts have paid off: The number of interns meeting the company’s benchmark for success in sales has risen more than 40% since 2007, a productivity improvement that he attributes in part to more parental support.

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