After attaining motherhood, women face a dilemma of whether they should put their career first or family first. The job of a mother is the toughest one; it hones her multitasking abilities, patience, time-management and other skills. However, only 27% of women return to work after a pregnancy hiatus. The primary reason for this is the ruthless nature of the competitive corporate world. New moms are immediately shot down with prejudiced judgment.
With an aim to change this thought, WATConsult, the digital and social media agency from Dentsu Aegis Network, launched a new campaign, #FlauntTheGap. The insight was simple: new moms are often judged by the corporate world and not given a chance to restart their careers after a maternity break. Launched on Motherâ€™s Day, the campaign leveraged all social media platforms enabling new mothers to apply at email@example.com for suitable jobs at WATConsult.
The agency also altered its maternity policies this year by extending a hand towards creating some balance for new mothers in their personal and professional life by granting them six months of maternity leave, extended by six months of flexible hours. For an agency with 400-employee mark and with a greater female ratio, this initiative is a welcome step.
Rajiv Dingra, Founder and CEO, WATConsult, said, â€śAt WATConsult, we understand the increasing demands that employees face in their personal as well as professional life and recognise that their career is just one of the many aspects of their life. The new HR policy changes have been designed to accommodate these demands and provide an atmosphere to thrive personally and professionally. This is a step to encourage more mothers to pursue their careers even after attaining motherhood.â€ť
The campaign video revolves around a mother who is seen updating her CV as she wishes to follow her career back and showcases how the protagonist is seeking to hide the gap when she should flaunt it. The video urges new moms to apply on firstname.lastname@example.org and encourages women to #FlauntTheGap in their resume, stating the toughest job, the job of a mother with utmost pride.