The technology and communications industry is taking big steps in Spain to increase equal opportunities, representation and growth for women. This industry achieves 37.18% gender parity, making it one of the most equal sectors above the financial sector (33.71%) and the energy sector (34.59%) according to the Atrevia 2021 report and IESE based on a sample of 122 IBEX-35 companies.
The report also reveals that this advance paves the way for female talent in the world of work, whether in senior positions or representation on the boards of directors of the main Spanish companies, which add up to 34.94% (Ibex 35 companies).
Technology companies with more women in management and leadership positions tend to achieve better results, such as financial benefits, i.e. higher rates of return on investment. More diverse executive teams increase the odds of achieving superior performance by 33%, according to 2022 data from McKinsey.
However, global gender parity will be achieved in 131 years, that is, by 2154 if the current rate of reduction of the gender gap is maintained, according to data from the Global Gender Report of the World Economic Forum.
Therefore, it is imperative for disruptive companies to be disruptive not only in their industry but also in society and pick up the pace to achieve a better outlook. As proof, Maru Barrios, Eloísa Rodríguez, Marcela González, Carola Aliaga and Fernanda Faria hold international leadership roles at Rocket Lab, a comprehensive mobile growth solutions company.
From different areas of the company, they have demonstrated that their talent has an impact on the success of the business and actively promote the integration and professional development of more women inside and outside the company.
So Rocket Lab got involved She shares the vision of 5 women heads of international departments who work to promote the participation and growth of more women
1.- The human resources area as a strategic business tool to attract female talent
According to Dr. Maru Barrios, Director of Human Resources at Rocket Lab, the HR area has long ceased to have an exclusively managerial role to become a strategic partner that facilitates the achievement of business results. In this perspective, its initiatives must have a significant impact, not only in achieving the objectives, but also becoming a means of well-being, development, dignity and, of course, the involvement of women. Therefore, it is necessary in this field to build a comprehensive and diverse business culture, as well as create procedures that allow women to enter the world of digital marketing, through a balance between work, life and fairness.
“At Rocket Lab, we adopt a humanist vision, that is, the environment and working conditions are centered on the person. An example of this is that, as a startup, more than 15% of our employees are part of the people area, and a team that manages, among other things, more than 15 personal and career development programs, four platforms to measure well-being, be and satisfy our employees, through a robust program of emotional intelligence, leadership and career development”, commented Barrios.
2.- Mechanisms to reach administrative positions by skills and results
“Rocket Lab is a disruptive company and, therefore, its organizational culture is also disruptive: there are no barriers to the promotion and access of women to managerial positions”, explains Carola Aliaga, LATAM sales director at Rocket Lab, adding: recognized it’s gratifying. In my case, it allowed me to scale based on my path and results. And since there are no salary differences and there are mechanisms for promoting employees based on performance, the permanence of female talent has been ensured through a career plan and competitive salaries.”
3. Open spaces for personal growth and strengthen ties between women within the same company
“Rocket Lab offers several tools to enhance our professional and personal development. Internally, there is a workshop called Circle of Strong Women – based on emotional intelligence and aimed at all women who work at Rocket – and the program focuses on facilitating skills so that women can empower themselves in their lives, this experience generates fraternal relationships and strong personal ties between participants,” explains Eloísa Rodríguez, Director of Global Partnerships at Rocket Lab.
4.- Establish cooperation networks and stimulate external projection
The nature of Rocket Lab’s (B2B) business opens up tremendous opportunity, allowing them to meet and interact with countless female professionals from many industries and technology companies. “And so we created a unique meeting that we call the ‘Women Lab’ that aims to build a bridge between all women within this ecosystem. This project brings together leaders of all profiles to share experiences, support, training and networking in a safe space.” said Marcela Gonzalez, vice president of marketing for Rocket Lab, “We believe having a support network is essential as Rocket Lab acts as the ‘connector’ between women to encourage each other”.
Externally, Rocket Lab encourages the participation of women in international events to represent the company in the sector and establish connections with great references, expanding their knowledge and perspectives and nurturing their own network of contacts.
5.- Taking care of mental health and breaking sexual stereotypes
Fernanda Faria, Customer Success Manager in Brazil, shared: “By implementing emotional intelligence activities and workshops in workgroups, I was able to manage stress and anxiety at work more effectively, as well as having better coping strategies and greater flexibility at work.”
“For a long time I believed in the sexist notion that the ideal district manager was direct, persuasive and firm, while the ideal woman was sensitive, kind and understanding. Combining these two concepts didn’t work out very well in my head, and because I was one of few women in most companies I worked for, I ended up trying to be someone I wasn’t. Now, I see these sexual notions playing out in the industry and I am so happy and grateful to be surrounded by inspiring women at Rocket Lab and among our customers, who are proving that it is possible to effectively be who you are”, added Faria.
Rocket Lab leaders share these insights to inspire ad tech companies, startups and digital marketing to bridge the gap now, not decades, and pave the way for more women in the industry.