Global efforts to close the economic gender gap have intensified in recent years, and many governments now dedicate more funding and support. Laws such as the U.S. Women’s Entrepreneurship and Economic Empowerment Act of 2019, and bilateral free trade agreements that contain gender-based chapters and clauses all contribute to this increased attention.
But added emphasis is not enough to ensure that women participate in the development programs designed for them, including those aimed at both sexes. In El Salvador, for example, a recent Center for International Private Enterprise survey found just 30 percent of women respondents had participated in entrepreneurship training programs, compared to nearly 50% of men. Development agencies must ensure their programs actively recruit, retain, and benefit women.
For many women, gendered structural barriers complicate the choice to participate. How can development practitioners close the gap in recruiting and retaining women? The answer is better inclusion strategies.
CIPE strategies have evolved through lessons learned at its Women’s Business Resource Centers, in Guatemala, Papua New Guinea, and Ethiopia, where women now pack the classrooms for training, networking, and advisory services. The programs admit only women, but these strategies will also work for co-ed programs:
1. Create Targeted Recruitment Materials
The first step to recruiting women to participate in any male-dominated activity, such as entrepreneurship training programs, is to visually demonstrate that the program welcomes women. Use images, graphics, and videos that showcase women entrepreneurs and their success stories in recruitment and branding materials. Many programs use stock images, which often fail to represent the target audience. Real photos depict the breadth and diversity of potential participants and the richness of the experience. Women do not need to be the sole focus, but strive for gender parity in visual materials.
Once the recruitment materials are ready, use the settings and functions available on most social platforms to target specific demographics of women interested in your programming: segment by gender, age, and location, for example, and use other relevant criteria to ensure the content reaches the program’s desired audience.
2. Provide Flexible Scheduling and Childcare Incentives
Globally, women handle about three-quarters of unpaid care work, leaving them with less free time – a significant structural barrier. Facilitate participation by offering flexible programming options such as evening, weekend, or virtual sessions. Incentives such as vouchers for childcare or on-site childcare during program sessions make joining easy. CIPE’s WBRCs attracted and retained more participants once they began to offer on-site childcare. Consider partnering with a local childcare provider to offer discounted rates or explore grant opportunities to subsidize childcare costs. Creating a child–protection policy is crucial to ensure the provision of childcare is safe and beneficial.
3. Foster an Inclusive Environment
From the outset, cultivate an environment where participants feel recognized, familiar, and comfortable speaking openly. “I thought I went unnoticed,” said CIPE programming participant Sara Castillo, who owns a bakery in rural Guatemala. “But they always knew who I was and that feels so nice.” CIPE’s WBRC staff provided that comfortable atmosphere by ensuring opportunities for informal conversations between participants and staff, and by setting ground rules early for safety and confidentiality. CIPE uses proven techniques to ensure everyone has a chance to contribute, and offers women-only breakout groups or networking events. Women in these settings are often more comfortable sharing other issues that development programs can address. When program officers hear stories of gender-based violence, they can connect survivors to psychological and legal services. This inclusive approach prioritizes economic empowerment and also combats the root causes of gender inequality.
4. Tailor Course Content to Include Women’s Experiences
It’s not sufficient to offer generic training modules that do not address women’s issues. Program content should reflect the unique challenges and experiences women face in their local communities. For entrepreneurship programs, use case studies of successful women entrepreneurs who overcame financing hurdles, balanced caregiving responsibilities with business growth, combated feelings of imposter syndrome, or tackled gender bias in their sectors. Feature women guest speakers with success stories to share. In mentorship programs, consider pairing participants with those accomplished women. Finally, leverage the safe and inclusive environment you’ve built to encourage participants to share their own experiences.
5. Solicit Regular Feedback
Continuously seek feedback from women participants to understand their experiences, challenges, and suggestions for improvement. Utilize confidential feedback forms after events and post-tests at program completion, with questions that encourage open-ended, comprehensive and honest responses. To ensure the feedback is useful, include target questions with multiple-choice or ranked options to gather specific data on participant experiences. Offer participants multiple feedback channels such as online surveys, anonymous suggestion boxes, focus groups, or individual meetings to emphasize how important participant feedback is to improve the program. Share anonymized summaries of the feedback or highlight specific changes made based on participant input to demonstrate that their voices matter.
Published Date: July 24, 2024