The corporate world has been known to be harsh on mothers, who are always in a dilemma whether to restart their careers or take care of their babies. The margin for error between their choosing a career over their child or family is very small. If women choose their careers over their children, they are branded as bad mothers, and if they put the family first, their careers go for a toss with too much gap between jobs.
The corporate world, with its prejudiced thinking, has been easily and heartlessly shooting down new mothers. What they fail to understand is that a mother comes with multitasking abilities, patience, time management and many other skills.
To bring a change to such prejudiced thoughts, WATConsult, the digital and social media agency of Dentsu Aegis Network, launched a new campaign, #FlauntTheGap. The aim of this campaign is very simple. Very few women return to the corporate world after going on maternity leave. Through this campaign, WATConsult invites mothers who wish to restart their careers.
The campaign was launched on this Mother’s Day, leveraging all social-media platforms, enabling new mothers to apply at firstname.lastname@example.org for suitable jobs at WATConsult.
The campaign also includes a video, where a woman is seen updating her CV with the purpose of restarting her career. It shows how she tries to hide her career gap on her CV. The video urges moms to visit email@example.com and to flaunt the gap in their resumes, and state the toughest job, the job of a mother, with utmost pride.
Sharing his views on the same, Rajiv Dingra, founder and CEO, WATconsult says, “At WATConsult, we understand the increasing demands that employees face in their personal as well as professional lives and recognise that their careers form just one of the many aspects of their lives. 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.”
Working on these lines, the agency has also revamped its HR policies for new mothers. Making some new changes in their maternity leave policy, the Company has decided to grant six months of maternity leave and also an additional six months of flexible working hours to create a work-life balance for new mothers. This initiative is a welcoming step for the agency’s 400 strong workforce.
WATConsult is a leading digital and social-media agency with five verticals —Audientise, SocialCRM24*7, eCommencify, InnoWAT, and Recogn.