Helping Women Employees to “Be Visible” in the Workforce

Many women employees perceived leadership as an unattainable goal, often believing there was only one traditional path to achieving it. This misconception limited both inspiration and motivation, creating a gap in engagement and personal development across the organization.

To address this, the company launched a storytelling initiative that highlights a different woman leader each month, sharing their unique career journeys. Leveraging effective communication tools, the campaign distributes videos through various channels, including an all-employee email, break room TVs, the internal newsletter The Insider, and the company intranet, InSite. This multi-channel approach ensures broader reach and visibility of these inspiring stories. These were also shared externally on social media, and on a microsite, BeVisible, to assist with recruiting efforts.

The BeVisible initiative successfully shifted the narrative around leadership, demonstrating the existence of multiple diverse paths to success. Employees now have relatable women role models and access to career advice, fostering a deeper connection with the firm’s leadership and enabling more individuals to envision their own potential for growth within the organization.

This case study was produced by Jennifer Farrington in her CMO position at Mazars USA LLP. Images and tagline Copyright ©by Mazars USA LLP. Further reproduction prohibited. All rights reserved.