Why shattering the glass ceiling will help your bottom line

Despite being built on biases – both conscious and unconscious – and not being warranted by any statistics, research, or truth, the glass ceiling is a massive hurdle that spans industries and inhibits the growth and potential of women and businesses alike. More often than not, and equally concerning, is that it limits women in their own minds, creating the false impression that they can’t progress or achieve more than they already have.

Based on my professional experience across various industries – from logistics at Maersk to FMCG at PepsiCo – I can confidently say that the glass ceiling is a cross-industry phenomenon, with the same negative effects in them all.

However, since joining Hilton last year and engaging with many women across our business and the sector, I see exceptional opportunity within the hospitality industry here in the Middle East to create avenues for women to rise in their desired career paths – with many examples already shining through. With increased accessibility to management roles and the flexibility to move between functions and departments, the hospitality sector is uniquely positioned to champion the female workforce and smash the metaphorical glass ceiling into fragments.  

Apart from being the right thing to do, addressing the obstacles created by the glass ceiling is critical to the long-term success of any business. Whether B2B or B2C, attending to your female customer base reflects an understanding of the audience you’re catering to and underpins a deeper relationship between company and customer.

A 2019 study conducted by the International Labour organisation, titled Women in Business and Management, found that more than half of companies surveyed saw a positive correlation between gender diversity and business outcomes, with profit increases of up to 20 percent.

Almost 57 percent also agreed that gender diversity initiatives made it easier to attract and retain talent. As the middle class evolves and more groups enter the workplace, businesses need to make sure they’re keeping up with a diversified workforce by representing those new groups within their leadership echelons. This, in turn, helps a business better connect with their customers – ultimately improving their bottom line.

With regard to gender in the workplace, what’s really moving the needle – and quickly so – is when businesses are brave and decisive enough to be intentional with their recruitment and career development efforts. In practice, this means exclusively supporting women, from outreach and onboarding to growth. This is not to say that qualified men will be neglected, but if balancing the gender ratio is a priority, businesses can go that extra mile to identify and nurture equally qualified women to fill leading operational roles.

Of course, the challenge is that the talent pool of women who are interested in a particular industry could be smaller than the pool of men. So, how can companies overcome that and attract more women to their business? I believe this starts at the school level, by engaging more women within STEM fields, for example.

Our 2022 Hilton recruitment survey showed that more than two-thirds (68 percent) of women in the UAE have considered a career in hospitality. To tap into that interest, we have forged several partnerships with regional universities and institutions – including the Dubai College of Tourism in the UAE and the Bunyan Training Institute in Saudi Arabia – to foster that natural growth and support women’s transition into a chosen career field.

We also have dedicated programmes, like the Women in Leadership Virtual Mentoring Programme, designed to enable and empower women to realise their professional ambitions.

As women move out of higher education and begin their professional journeys, there needs to be a reassessment of how they fit into the larger workforce. Are they being uniquely catered to, or are they expected to fit into the same moulds as their male counterparts? A key factor to keep in mind is work-life balance; it’s about flexibility.

Not everyone has a family, but everyone has a life outside of work – and women may have a specific drive to spend more quality time outside of work than is traditional for men. We know that in order for a woman to truly thrive in the workplace, the entire ecosystem around her needs to evolve so that responsibilities – be it family or otherwise – are fairly distributed regardless of gender.

However, this is not a change that will happen overnight. That is why in the interim, employers can play an integral role by allowing flexibility and respecting work-life balance. This is not only critical from a gender equity perspective, but also for mental wellbeing. In hospitality, it’s possible to navigate around this.

At Hilton, for example, Team Members are encouraged to work closely with their line mangers to align on a schedule that works best for them. For those looking to start or expand their family, we also offer extended fully paid maternity and paternity leave at 12 weeks and two weeks respectively, compared to the mandated 45 days and 5 days in the UAE. There are many similar instances in a business’ daily operations where small changes can be made that result in a big impact.

By offering this flexibility, we’re able to attract a larger number of women to the hospitality industry, knowing that they’ll be able to thrive in and outside of their professional positions. This has been proven across our Middle Eastern, African, and Turkish properties, where – as of January 2023 – more than a quarter of Team Members are female, with 30 percent representation at the Director and General Management level. Nevertheless, we appreciate that we still have a way to go as we look towards the ultimate goal of achieving gender parity across all leadership levels in the coming years.

As we pave the way to a future where women are proudly representing half of all employees – within hospitality, and other sectors around the world – we continue to take the necessary steps to put cracks in the glass ceiling, until one day, it shatters from all the pressure.

To all the women, I want to encourage you: don’t outsource your career development to a business, or to anybody else. It’s within you. Take ownership of what you want to do and how you want to lead your life.

To businesses, keep the untapped pool of wealth, richness, and experience that women offer at the forefront of your decision making. Make space for them, for their skillsets, and watch how they transform your business into a dynamic, interesting, and attractive environment – one that appeals to a diverse group of employees and customers alike.