Manchester Messenger June 2017
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High Flying Women<br />
News 11<br />
Around September last year I was researching<br />
an article I was writing about<br />
the lack of women leaders in law firms<br />
for my business’ newsletter when I came<br />
across a quote written by Lady Barbara<br />
Judge: “Sometimes it takes a woman to<br />
open the door so that another woman<br />
would walk through it.”<br />
Yes it is a powerful quote, but because I<br />
have only ever worked in my small family<br />
business, at that moment in time I didn’t<br />
fully appreciate just how powerful it was -<br />
until I started talking to professional<br />
women specifically about it. The trends in<br />
what these women were saying were not<br />
encouraging. For whatever reason, there<br />
seemed to be a disconnect, not just between<br />
women and their female peers, but<br />
also between women and their female employers.<br />
That’s when I realised that women would<br />
never hold 50% of leadership roles if we did<br />
not change this.<br />
And so High Flying Women was born.<br />
The goal - to connect women and collectively<br />
open as many doors for each other as<br />
we can. So instead of one or two women<br />
trickling down the leadership pipeline as is<br />
happening currently, we can flood the leadership<br />
pipeline with women.<br />
I know that this is no simple task, therefore<br />
High Flying Women is a membership, a long<br />
term initiative with collaboration as the<br />
focus. Members will get out of it as much as<br />
they give. We want to inspire each other, to<br />
push each other, to help each other as<br />
much as we can to maximise our potential.<br />
To be initiated into the group, one must attend<br />
a High Flying Women event. Our<br />
events consist of both skill development<br />
workshops to address barriers in the workplace<br />
and more social events with relationship<br />
building as the focus. Developing<br />
meaningful connections is the priority. To<br />
take advantage of the amazing calibre of<br />
women we do have in the network, we also<br />
offer a formal mentoring scheme and have<br />
private online platforms so our members<br />
can carry on networking following events.<br />
We had our first event at the end of March.<br />
It was a workshop with ‘Work-Life Balance’<br />
as the focus. It was an extremely inspirational<br />
event and the feedback was overwhelmingly<br />
positive. The challenge of<br />
Work-Life Balance is something that will affect<br />
us all, especially when traditionally,<br />
women put more hours in at home. For<br />
many professional women this is a significant<br />
barrier, which is why it is so important<br />
they have a place where they can talk about<br />
it and learn from others in a judgment-free<br />
setting.<br />
Networking with my High Flying Women<br />
has taught me the true meaning of a barrier<br />
- for the most part, I don’t think a lot of us<br />
realise that a barrier exists until suddenly it<br />
isn’t there anymore and we see how much<br />
progress we can truly make in both in our<br />
professional and personal lives without<br />
them.<br />
One example for me is the barrier of Confidence<br />
and Imposter Syndrome and it has<br />
only been recently with the support of my<br />
High Flying Women that I have been able to<br />
glimpse what life looks like for me without<br />
this barrier. The support, sense of community<br />
and focus on skill development I get<br />
through High Flying Women has allowed<br />
me to identify the subconscious decisions I<br />
make to not do something out of fear, so<br />
now I can consciously isolate these moments,<br />
these barriers, and take a sledge<br />
hammer to them.<br />
High Flying Women itself is growing at an<br />
astronomical rate - I almost can’t keep up!<br />
Our next event (7th of <strong>June</strong>) which is focusing<br />
on Confidence and Imposter Syndrome<br />
was 60% full after 20 minutes of releasing<br />
the invitations. We now have women signing<br />
up from across 53 different sectors and<br />
industries.<br />
Now I am looking for support from businesses,<br />
long term sponsors to help me drive<br />
High Flying Women’s growth geographically.<br />
I would encourage any woman who this<br />
has resonated with to get in touch with me.<br />
High Flying Women supports the career development<br />
of women so that we can flood<br />
the leadership pipeline with women in our<br />
life times and so that will be paid equally for<br />
doing so.<br />
Bethan Jepson<br />
Email:<br />
bethan.jepson@jepsonholt.com<br />
https://www.linkedin.com/in/bethan-jepson/<br />
Twitter<br />
@BethanJepson<br />
www.facebook.com/HighFlyingWomen<br />
What makes a good landing page?<br />
Reaching the older customer<br />
online<br />
Many legal services<br />
providers will be aiming to<br />
target the over 60s. From<br />
wills and probate to wealth<br />
planning and conveyancing,<br />
this can be a fruitful<br />
market.<br />
Some may assume this audience<br />
will be mostly offline<br />
– but these days, that’s just<br />
not true. Research suggests<br />
retirees can be just as digitally<br />
active as other audience<br />
segments, and could<br />
therefore be included in<br />
your online marketing strategy.<br />
How many are online?<br />
2016 research from the ONS<br />
found 88% of 55-64 year<br />
olds and 74% of 65 to 74<br />
year olds had used the internet<br />
recently. The figure is<br />
lower for over 75s at 33%,<br />
but there has also been<br />
growth here since 2015.<br />
Facebook’s audience insights<br />
tool shows around<br />
10% of all its UK users are<br />
55-64, and 8% are 65+,<br />
which is around 6 million<br />
people.<br />
What are they doing?<br />
Ofcom’s 2016 media use report<br />
reveals what this audience<br />
is doing online.<br />
As might be expected, Facebook<br />
is by far the most popular<br />
social network for over<br />
55s, with 88% saying this is<br />
their main profile and 70%<br />
visiting at least daily. Clearly<br />
organic and paid campaigns<br />
on Facebook could<br />
be a great way to reach<br />
them.<br />
They’re also reading the<br />
news (around a third do so<br />
weekly), looking for information<br />
and advice, and<br />
over 80% have used a<br />
search engine - all great opportunities<br />
to be noticed.<br />
Email will also be an effective<br />
channel, with around<br />
two thirds of over 55s sending<br />
or receiving emails each<br />
week. Meanwhile video<br />
content could also be considered,<br />
as YouTube reports<br />
that time spent watching<br />
videos by over 55s almost<br />
tripled from 2015 to 2016.<br />
Impact on your strategy<br />
This audience is also likely<br />
to be more suspicious of<br />
websites and marketing,<br />
with Ofcom finding them<br />
the most likely to say they<br />
are ‘not confident in staying<br />
safe online’. They may therefore<br />
require more trust symbols<br />
before entering their<br />
details, or might respond<br />
better to content-led marketing<br />
over direct advertising.<br />
Offering larger font<br />
options and having a clear<br />
navigation and intuitive<br />
user experience could also<br />
be helpful.<br />
However, overall reaching<br />
the over 60s online is not so<br />
different and is by no<br />
means impossible – so it<br />
would be a shame to ignore<br />
this large and growing audience.