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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.

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