Women Often Succeed in Turning What Initially Was a Handicap into a Strategic Advantage

A study conducted by Deloitte in 10 EU countries shows that companies that support diversity achieve better results and are more successful in achieving their goals and strategies. However, not all companies are sufficiently active in promoting and establishing gender equality, and the economic reasons for hiring women as well as investing in their career development are considered very important by this consulting and auditing firm.

The conclusions they reached relate to key characteristics that are essential for managing companies and are linked to different leadership styles of men and women. The prevailing perception is that women are less political, better collaborators, more attentive listeners, more empathetic and reasonable, and that they are dedicated to completing tasks in their entirety. This perception has also been confirmed by research – the qualities of men and women in leadership positions in companies are perceived somewhat differently. The research questioned one of the prevailing stereotypes about women being significantly better communicators than men. Although only four percent of respondents believe that clear communication is reserved for men, and an additional 39 percent believe it is more a characteristic of women, as many as 58 percent of respondents highlighted good communication as a characteristic of both sexes. While presentation skills and the ability to participate equally in board meetings are perceived as characteristics of both sexes, in terms of confidence in decision-making, there is a greater inclination towards the male side, with almost half of the respondents citing confidence as a characteristic of men.

Regarding characteristics inherent to women in managerial positions, respondents believe they include consistency (61 percent), engagement (57 percent), analytical skills (59 percent), and the ability to multitask (79 percent).

Marina Tonžetić, a partner in Deloitte’s Audit Department, believes that an effective way to implement goals that are not easily achievable through natural processes is to prescribe realization through the introduction of legal frameworks. In the case of introducing quotas for the representation of women in managerial positions, this process does not necessarily mean that women will remain in those positions. – The reason is that, in addition to the prescribed form of meeting a certain percentage of representation, this position also requires business responsibility, i.e., achieving corporate goals and maximizing shareholder value. These two goals are not necessarily always aligned, and thus the characteristics of employees in these positions do not always match in both areas. I believe that measures established in companies related to social responsibility bring more effective and measurable results – says Tonžetić. Ultimately, she adds, in effective management systems and successful companies, employees who deliver results and have characteristics that meet the requirements of the position work, and legal pressures to introduce certain ratios of representation, regardless of the type of diversity being promoted, can violate the principles of recognizing contributions to corporate results.

When asked in Deloitte’s research in Croatia which tactical measures should be taken to increase the share of women in leadership positions, respondents most often opted for flexible working conditions (61 percent), followed by programs that balance work and family life (50 percent) and employee evaluation systems that neutralize parental leave (48 percent). – I believe that the research results are representative of the population, as I can confirm from personal experience that these measures are effective in practice – says Tonžetić.

She believes that financial success and the development of a healthy organizational climate depend on the optimal ratio and balance of gender representation at all levels of management. Experience shows that it pays to support businesswomen, even when they decide to become mothers. Regardless of how great the challenges are, ambitious women will always find a way to achieve personal balance between private and professional life, as well as to take on a leadership role in any business segment. Women often succeed in turning what initially was a handicap into a strategic advantage. – Successful women are characterized by inspirational strength, consistency, the ability to multitask, empathy, clearly expressed moral values, communication skills, vision, teamwork, flexibility, and perseverance – that is, dedication as the foundation of professional and personal advancement, and consequently the functioning and organic operation of the business system as a whole – emphasizes Tonžetić.

In recent decades, we have witnessed the growing importance of women in the business world. This trend occurs, Tonžetić believes, thanks to the diversity in gender management styles, consistency, communication skills, empathy, and creativity, as some of the significant characteristics of the female management style. Ultimately, a diversified approach to managing companies brings innovative solutions to the challenges they face, and thus better long-term financial and business results.

When it comes to the sources of gender inequality in the business world, Tonžetić believes that this issue is very complex and it is not easy to answer whether the cause lies in upbringing, conditions for women in the workplace, or childbirth. – I believe that everyone has personal and professional choices and must clearly decide on their goals, whether they relate to private or professional life, as well as discern the circumstances, conditions, and consequences of (non)achievement. Additionally, it is extremely important that in the case of not achieving goals, the event is understood as an opportunity for growth and development, rather than a point of giving up – emphasizes Tonžetić, adding that personal success is a personal choice, just like all other choices we encounter daily. – Of course, in this process, individuals are not isolated; every day we meet extraordinary colleagues who prove to be reliable business partners, who inspire us to continue our path, to provide that little bit more and better, even if just slightly better than the state we are in today, who support us not to give up. In all of this, the support of a personal partner is crucial, and all balanced factors certainly contribute to a successful business career and personal satisfaction – says Tonžetić.

She believes that she should continue to strive to be who she is and create a leadership style and professional path that works for her, and in that, she does not want to be someone else. She is married and a mother of three children, and during her maternity leave and family obligations, she had, she says, full support from the company. She also believes that personal and professional success is the responsibility of each individual, but she believes that each of us can contribute to that success through active participation in talent development and by setting a personal example, inspiring others on that path.