The Battle for Female Talent in Brazil - Center for Work-Life Policy

5
CHAPtER 5:
What Should Companies do?
THIS IS COPYRIGHTED MATERIAL
Brazil’s educated women have the talent, ambition and commitment that
no company can afford to ignore. At the same time, deeply rooted cultural
and social shibboleths too often prevent them—and their employers—from
realizing their full potential. The good news: employers can bridge those barriers
by creating processes and practices that enable these highly qualified women
to flourish. The 12 innovative programs described here come from a variety
of emerging markets. Even when they are not specific to Brazil, many of the
key elements can be adapted and adopted. Laying the foundations for the full
realization of female talent in Brazil involves implementing an agenda comprising
three essential action steps. These are:
Becoming a talent magnet
As multinationals expand and solidify their presence in Brazil and other emerging
markets, they have a rare opportunity to gain a powerful advantage in the cut-throat
competition for top talent. Being known as a standout employer has an enduring
impact on a company’s image and reputation, enabling it to attract and retain the
brightest and best, right from the start and over the long haul.
Companies can create the conditions that allow talented women to flourish, that
keep them motivated and feeling valued, by paying attention. Our data makes it
emphatically clear what educated and ambitious women want from their employers:
intellectually stimulating work, plentiful opportunities to learn and develop, smart
colleagues and a supportive work environment, fair compensation and reliable
job security. When employers satisfy this side of the value proposition, they will be
repaid in above-average levels of engagement, commitment and loyalty.
Examples
• Boehringer Ingelheim USA: China Council
• Bloomberg: Women Moving Markets
• Goldman Sachs: New Markets Mobility Exchange
29