The first step to solving a problem is recognising that it exists. For example, the Bechdel Test has transformed the way we see female representation in films. It consists of three simple questions:
1. Are there two or more named female characters in the film?
2. Do they talk to each other?
3. Are they talking about something other than a man?
This test has helped draw attention to the fact that many celebrated films fall drastically short of this very low standard. However, once the problem has been identified, it can be fixed.
The good news is that we are gradually seeing more strong female characters in leading roles. Moving on from the movies, this change is also needed across other industries. Take PR for example. Men represent just 25% of the industry’s workforce, but take up more than half of all senior leadership roles. Clearly, there is work to do to ensure our industry is truly meritocratic and that we reward and can keep the best talent.
Be what you can see
Raising the visibility of women in leadership roles is an important first step, while training, mentoring and sponsoring schemes can all help develop top female talent. Antidote has always been a female-owned and led business and has taken steps to ensure that women at all levels can see themselves taking up leadership positions in their careers. With the right support to enable this to happen.
It’s all a part of life
An even more immediate change that every comms agency can implement immediately is greater inclusivity and flexibility. Good employers recognise that work is just one part of people’s lives and that many important things happen outside of the business’s reach. This is especially true for women, and particularly those with families.
Offering women the chance to work flexible hours around childcare has created a number of benefits for Antidote. Not only has it increased productivity within the team, but it’s also created a culture of trust and transparency. Plus we’ve been able to retain some of our best employees and found some gems who, without our flexible approach, wouldn’t be in agency life.
Good ideas are good ideas
Everything we do at Antidote is underpinned by our culture of Kaizen; a belief that good ideas can come from anyone and that all our employees should be empowered to make a difference. By instilling this across our whole business, we are creating a culture in which anyone, junior or senior, male or female, can make the decision, solve the problem and take the lead.
Data shows that businesses with female-dominated management are almost 25% more likely to perform better than the national average. If women are involved in the decision-making process, companies can expect higher margins and increased profits. At Antidote, we believe in the power of diverse thought, and the impact it can have on our creativity, problem-solving, communication and so much more.
