eMan pioneer program - The Workplace Gender Equality Agency

Equilibrium
Man Challenge
Pioneer Program
The Equilibrium Man Challenge
Table of
contents
01
02
03
Overview
Mainstreaming Flexibility
Who should be involved?
04
Why get involved?
05
What’s involved?
06
Fees & Timeline
07
Why men and flexibility?
2
The Equilibrium Man Challenge
A challenge
we all face
The Workplace Gender Equality Agency in
collaboration with communications consultancy
Parker et al and in partnership with Telstra and
Mirvac has commenced pre-production for the
Equilibrium Man Challenge (EMC) - a documentary
that follows the journey of six men as they
negotiate and move to formal flexible work
arrangements for a range of reasons.
Looking after young children or ageing parents,
addressing mental health issues, pursuing other
life ambitions such as further study or professional
sport or just finding a better, more productive way
to work will be among the drivers for change.
To be launched in February 2015, EMC aims
to have men and the companies they work for
recalibrate what real workplace flexibility means
to deliver significant performance, productivity
and engagement outcomes, while enabling gender
equality.
Broadcast on the internet in topic-based
segments over a six month period, the
documentary will be heavily supported via
traditional and social media, as well as industry
and stakeholder engagement. Award winning
documentary maker, Ruth Cullen, will produce the
core video material.
Throughout the journey, the program will look
at the challenges the men face and how they
overcome them, and the leadership capability
required to drive real change.
The documentary will talk to co-workers,
managers and family members to see how change
affects others while each E-Man will be given
coaching and advice on issues they face in their
professional and personal lives. Other experts
will also be included as commentators on issues
as they unfold. Links to a range of tools and
resources will be provided to embed flexibility
across the workplace.
Responding to overwhelmingly positive feedback
from employers about the EMC concept, WGEA is
developing a pioneer program that will enable a further
10 interested employers to run the challenge in their
own workplace. The following brief provides an outline
of the program.
3
The Equilibrium Man Challenge
Mainstreaming
flexibility
EMC aims to shift attitudes and encourage behaviours that transform the way we
work in Australia so that flexible working is not just seen as a token gesture to
working mothers but instead it is embraced as the smart way to drive productivity
and performance outcomes for business.
Specific outcomes of the EMC program include:
• Promote acceptance around men
in engaging in flexible working
arrangements, promoting it as
legitimate for and available to all,
rather than merely the domain of
mothers with young children.
• Create a platform for men to share
their experiences around working
flexibly and inspire more men to do
the same.
• Create a movement which
encourages leaders (who are
disproportionately men) to lead
‘the charge’ in making flexible work
and careers standard business
practice.
• Broaden public knowledge and
reframe the debate about flexible
work and flexible careers so that
4
it focuses on mutually beneficial
flexibility for employers and
employees.
• Increase understanding of the
community benefits of flexibility in
terms of personal and family well­
being, as well as the community
risks and costs associated with not
mainstreaming flexibility.
• Challenge gender-based societal
and organisational norms
about care-giving, household
responsibilities and domestic
organisation, with a view to
encouraging men to increase
their overall engagement in these
areas and address the persistent
gendered division of labour in
Australian families.
The Equilibrium Man Challenge
Who
should be involved?
We are looking to maximise the reach
of this campaign by engaging with
employers who have committed to
take action on flexibly, however this
does not require more than a positive
organisational approach, commitment
from the top and a basic flexibility
policy.
5
The Equilibrium Man Challenge
Why
get involved?
Participating in the EMC program
will position your organisation as
an innovative employer who is
committed to raising the bar on
mainstreaming flexibility. Specific
benefits include:
• make real progress towards
mainstreaming flexible work across
the organisation
• reap the business benefits of
higher productivity and employee
engagement, and reduced staff
turnover and absenteeism
6
• demonstrate leadership and be
publicly recognised as an employer
committed to making flexible work
the norm for all
• attract and retain the best talent,
who are increasingly seeking
flexibility
• build employee capability by
participating in specialist manager
and employee training
• access a network of committed
employers to engage and share
learnings
The Equilibrium Man Challenge
What’s
involved?
Step 1: Secure commitment from your CEO
Employers can choose their own method of
Mainstreaming flexibility requires a
selecting their EMan, which could include
commitment from your CEO to make it a
running an internal talent competition or
business priority. To successfully implement
targeted approaches to potential candidates. A
and support EMC in your workplace, your CEO
promo video and information pack is available
will need to act as a spokesperson for the
for each employer to adapt for their own
Challenge internally and potentially externally
internal communication purposes. These
if your organisation’s experience attracts media
materials explain the overall concept, what’s
attention. We encourage you to speak with
involved and what’s in it for the EMen. You
your CEO to ensure their and the executive
might want to require contenders to submit a
team’s commitment is in place for this ground-
video application explaining why they should
breaking initiative.
be selected. This can be complimented by a
written submission.
Step 2: Talent selection – find your
Equilibrium Man
Step 3: Survey employees about flexibility
Identifying the right E-Man is arguably the most
The EMC will provide an employee survey
challenging and critical element of the program.
organisations can use to assess attitudes
Their stories and commitment to the Challenge
to flexibility before and after the program.
will determine how well the rest of your
The survey is an option step available to
workplace embraces flexibility. The following
organisations who don’t have current attitudinal
points provide a guide for selecting E-Men:
data that relates to access to flexibility and for
•
Clearly articulated reasons for wanting
those employers looking for more granular
flexibility
metrics and insights to guide their own internal
Their families and colleagues are happy to
communication programs.
•
share their perspectives via social channels
•
Willing and able to commit a certain level
of effort to support the program ie sharing
personal and professional stories about
the impact of flexible working on their work
and life via dedicated social streams
•
You might want to select an aspiring leader
who is recognised as an influencer in the
organisation.
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The Equilibrium Man Challenge
What’s
involved
Step 4: Participate in manager and employee
Step 7: Share your experiences – internally and
training
externally
Each E-Man and their manager will be invited to
EMC drives change by role modelling and rewarding
participate in training for employees and managers to
flexible working via a high impact, national public
ensure they have the required skills to manage their
communications campaign. Specifically this involves:
work flexibly and manage flexible teams. This face
•
to face training will be supported by a range of self-
insights via a dedicated social media channels including
service tools being developed by WGEA. Face to face
a Facebook page, Instagram and LinkedIn community.
training is an optional service that will be charged at
Editorial guidelines will be created to support this
additional cost.
interaction.
Step 5: The E-Men document their blueprint
•
EMen will be encourage to complete a blue print for
the Challenge via your existing external communications
flexible working that articulates:
channels such as website, social media, SMS and
Your E-Man sharing their experience and
Your organisation promoting its involvement in
electronic newsletters.
•
Their flexible working arrangement
•
•
Related personal and professional goals
plan that leverages your participation and encourages all
•
Internal and external stakeholders potentially
employees to embrace flexible working. Pioneer employers
impacted and required communications
will be provided with five expert videos co-branded to support
approaches
internal communication programs.
•
Barriers to success and solutions to overcome
The blue print is designed to help the EMen have open
conversations with team members and clients so
everyone agrees on expectations, potential challenges
and solutions. This content is also captured in the
profile video posted on the EMC website.
Step 6: Create promotional video for online
broadcast
A high quality 5 minute profile video will be compiled
capturing your CEOs support for the program, your
organisational goals, and your EMan’s personal
story as it relates to this challenge. This film will
be broadcast on the EMC website and across social
channels, providing the primary video content to
support your dedicated social channels.
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Developing a comprehensive internal communications
The Equilibrium Man Challenge
Fees &
timeline
Fees
There will be a fee of $24,990 plus GST to take part in
the pioneer EMC program.
Travel costs outside of Sydney to produce the profile
video will be charged as extra. Invoicing will be
managed by Parker et al and can be paid as a lump
sum or as part of a payment plan.
For this fee employers receive:
•
Talent selection video and information
pack
•
A professionally produced video profiling
your organisation’s commitment to
flexibility and your EMan’s story
•
Recognition on the EMC website
•
A dedicated social media track for your
organisation and the EMan to share their
experiences
•
Use of the EMC logo and related materials
including co-branded video content from
the official program to support internal
communications campaigns.
Timeline
•
October - December 2014: Secure pioneer
participants.
•
January – February 2015: Pioneer participants
identify their EMen
•
March 2015: The Challenge commences.
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The Equilibrium Man Challenge
Why
men & flexiility?
Significant societal changes have occurred in men’s work and family/personal experiences over the past 30 to 40 years, triggering amongst men a growing interest in, and need to, access quality flexible work.
Research demonstrates five major reasons why a focus on men and flexibility is critical:
•
To directly sustain or improve business
responsibilities by ensuring men can share
from a broader talent pool of men,
in the caring responsibilities
and reducing turnover of male employees.
To recognise men as the predominant
leaders of organisations who must be
empowered to make the change and lead
flexibility for the whole organisation.
•
To sustain or improve individual,
relationship and family outcomes, including
in relation to reducing men’s stress and
burnout, enhancing family relationships
and enabling active fathering which, in turn,
enhances men and women’s psychological
well-being and gender equality both in
domestic work and paid employment.
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To help women manage family and work
outcomes, including in relation to recruiting
increasing performance and productivity
•
•
•
To sustain or improve community well­
being.
Get in touch
Elizabeth Bray Chiplin
Senior Public Affairs Advisor
02 9432 7011 | [email protected]
The Equilibrium Man Challenge is an initiative designed and produced by the communication agency Parker et al
in association with the Workplace Gender Equality Agency and leading companies.