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If you’re only relying on attorney referrals to gain more clients, you could be missing out on significant online marketing opportunities. More and more jobs, particularly predominantly data-driven ones, lend themselves to this strategy, and their number will continue to rise. At one international oil company, a "women and diversity network" plays a critical role advocating for policy changes (such as the formal institution of parental-leave policies and mandatory antiharrassment training) and the application of more equitable standards for all employees. A number of companies have instituted policies, including the option to take a leave of absence, that offer more flexibility and help both male and female employees improve their work-life balance. Women should be encouraged to request career opportunities and not shy away from risk. Facebook, for example, recently introduced equal, mandatory parental leave for men and women. Examining these KPIs will help you track your return on investment (ROI), which is crucial when evaluating the financial value of your marketing efforts.
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While such efforts will take time to bear fruit, the eventual deepening of the talent pool will benefit the industry for decades to come. The long-term importance to the industry of such efforts can’t be overemphasized. One international oil company, for example, has benefited from the creation of a network of successful women within the company that acts as an avenue for mentorship. Some of the employees we interviewed were of the opinion that oil and gas is behind other industries in leveraging the policies and services that promote more-flexible career paths. One female executive we interviewed understands the importance of this role: "I have had plenty of discussions with men on my teams about parental leave, and I generally encourage them to take it. Our study confirmed that the desire of women in the oil and gas industry to attain senior-leadership and executive-level positions is virtually the same as men’s. Once a woman has moved through the entry-level stage, how is the next phase of her career in the oil and gas industry likely to unfold?
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