Articles in this issue:
Communicating with Employees on Parental Leave
It is a good idea to stay in touch with your employees while they are on parental leave. Inviting them to work functions and the like during this time will enhance their connection with the workplace. This may also reduce the risk that an employee will not return to work after parental leave as well as making the return to work an easier transition.
Other tips for managing communication during parental leave include:
- Before your employee goes on parental leave, have discussion with him/her about what he/she would like to do when he/she returns to work after the leave period.
- Consider how flexible work arrangements such as part-time work and job sharing could work in your business. If you cannot accommodate part-time work or job sharing, discuss with your employee other options for flexibility that might work in your business.
- If you are planning to employ a replacement employee, make sure that that it is clear that this is temporary position to fill in for an employee on parental leave.
Don’t forget that the new Paid Parental Leave Scheme commenced on 1 January 2011. Paid Parental Leave is government funded and will be available for eligible working parents of children born or adopted on or after 1 January 2011 and will be paid at the National Minimum Wage, currently $569.90 per week before tax. More information is available in an employer guide on the VACC website.
The Role of Women in Marketing
One of our team attended a seminar about Marketing to Women run by the Splash Consulting Group which provided valuable insight into the way that companies market their products to women and men. They also shed some light on the 8 myths about marketing to women. These are outlined below:
- Women aren’t really that different to men
Actually, they are! Understanding that women and men are different has nothing to do with equality of opportunity for women and men. While women still continue to strive for equality in many facets of life, they make very different customers than men and as such, should not be treated the same in a marketing campaign.
- Women earn a lot less than men
While there is still a pay gap between the salaries of women and men, that gap is closing. As well as this, women are three types of consumers rolled into one – they buy not only for themselves but for their families and businesses too.
- Women don’t make the big ticket product decisions
Women are increasingly buying the big ticket items including cars and expensive stereos. In instances where they don’t make the final decision on their own, they are the major influence.
- Marketing to women requires a ‘niche’ approach
Women make up more than 50% of the population and make more than 80% of all purchase decisions. When marketing to women, there is no need for a specialised or ‘niche’ marketing. Instead, there is a need for understanding and considering the needs of women in every marketing campaign you develop.
- Marketing specifically to women alienates men
Women are often more discerning customers than men and will have higher expectations. If you meet their expectations you will often exceed the expectations of men.
- Women are uncomfortable being marketed to
This is not the case any longer. The key to marketing to women is to use an approach that shows you understand women’s lives and needs.
- Marketing to women is about painting it pink
This strategy is used by some companies however it can actually alienate the intended audience as it can feel like a patronising afterthought. A long term, holistic approach to the female market is more likely to yield results.
- Marketing to women is easy – sex sells!
It doesn’t. This is a lazy approach to marketing. It might get you some short term attention but if you are after a longer term relationship with your customer then it is not likely to succeed.
If you are interested in reading more about marketing to women, you might like to look at the SheMarketing website at www.shemarketing.com.au. A copy of the book “SheMarketing: The Science of Marketing to Women” may be purchased from their website.
Profile of the Stillwell Motor Group Women's Forum
With its inaugural meeting on 12 November 2010, the Stillwell Motor Group Women’s Forum was established to promote the advancement of women in the Stillwell workplace. Consisting of 12 women from across the group’s 10 dealerships, the forum boasts a membership from all areas of the business including finance, administration, sales, customer contact and HR.
This forum will focus on the issues that affect women in the automotive industry and site specific circumstances which require attention. In this male-dominated workplace, female morale will be a key focus.
Founder and chair, Sarah Walker, hopes that this forum will give female employees of the Stillwell Group “a voice”. “The challenge will be making sure members feel comfortable enough to be open with their feedback, negative or positive, and offer constructive solutions to improve systems within the Stillwell Motor Group.”
In the future, Ms Walker hopes to see more women apply for roles outside the traditional female jobs and increased participation in automotive workplaces. She would also like to see additional training and succession planning for administrative roles, which are mostly filled by women.
Top Ten Networking Tips
The first WinA event for 2011 will be held on 5 May and will be themed around networking and building business communities. It will be an opportunity for us to introduce the VACC women to you and also for you to meet and build relationships with other women from within the industry.
Entering a room full of people we have never met before and trying to make conversation can be daunting even for the most experienced CEO. So, to prepare us and ensure we get the best experience out of this event, we’ve put together a list of the top ten tips of networking:
- Read to the end of this article!
- Be prepared. Arrive a little early so you can catch your breath, gather your thoughts and settle in. Wear a nametag and have business cards ready to give out.
- Prepare your introduction. Have a concise answer ready for the question “what do you do?” Avoid sticking to simply your job title and job description. Try to add something that would give the listener an understanding of what you actually do in your work.
- Be ready to listen with focus and interest. Allow others to open up and talk freely. Don’t dominate the conversation. Give your undivided attention even if it is only for five minutes and use positive body language such as eye contact.
- Engage in “small talk”. The ability to initiate conversation, or talk to anyone about anything is a valuable skill. Small talk is how we learn about our common interests, experiences and connections.
- Ask open ended questions instead of questions that can be answered with a simple yes or no. This form of questioning opens up the discussion and shows the speaker that you are interested in them.
- Find a common point of interest. The more you have in common, the greater the likelihood that you will be remembered later on.
- Give and you shall receive. Networking is about connecting with people and building relationships without the need for immediate gain. Be generous in sharing information or introducing others. Don't focus on "what's in it for me" but instead think about helping others. You will find over time that others will help you too.
- Be genuine in your interactions with others at an event. Remember names and listen to people to understand their needs and how you could assist each other. You will leave a lasting impression and earn their trust and respect.
- Visit other groups that may be of interest to you. You don’t have to attend every single event you are invited to but you should try more than one. Notice the tone and attitude of the group, if the discussions are interesting, whether people are supportive of each other? Then choose the groups that you think will be most beneficial and attend those regularly.
We hope these get you started and are ready to mingle when we see you in May.
2011 Australian Business Awards
Nominations are now open for the 2011 Australian Business Awards. Conducted annually and now in its sixth year, the Australian Business Awards recognise outstanding achievements by Australia's industry leaders for business and product excellence.
This prestigious and sought after national achievement honours market-leading products and services, innovation, enterprise, excellence of service, human resource management, environmental sustainability, product development and overall business success.
How to enter:
- Register online at www.businessawards.com.au/register
- Entries may be submitted online from 7 February 2011 and close 31 March 2011
- Winners will be announced on 1 July 2011
Visit www.businessawards.com.au for more information relating to the awards program.
back to top