The European Union (EU) launched the European Pillar of Social Rights to improve social rights for EU citizens. However, little is known about the domestic dynamics of implementing these new rights. This article examines the implementation of the Work-Life Balance Directive in three member states with different policy traditions (Denmark, Germany, and Poland). Based on an actor-centred approach, the article demonstrates that two main factors were crucial in motivating national actors to shape the implementation of these rights. First, the economic costs, including new permanent costs emerging from the provisions and the administrative costs of implementing an EU directive, shaped actors’ positions in all three countries. Second, the values of gender equality – whether promoting gender-equal leave or traditional family values – constituted an underlying reason for actors to customise the EU rules differently. Both factors, used as a defence or driver for change, increase differentiated policy implementation.