MIA releases The Part-Time Pitch calling on Aussie agencies to help keep women in the industry
MIA (Mums in Ads) has today released The Part-Time Pitch, appealing to advertising agencies to join its initiative to help retain women in the industry, by making all advertised job roles classified as full-time/part-time negotiable as standard.
The campaign comes off the back of 2022 statistics, unearthed by Advertising Council Australia’s (ACA) Create Space Census, revealing an underrepresentation of women in senior roles and a sharp decline in women’s participation in the advertising industry from the age of 35.
Says Julia Spencer, co-founder, MIA: “We think it’s no coincidence that the age women begin to leave advertising coincides with the age where child-caring responsibilities are at their peak. By better supporting women to not only stay, but thrive, during these spicy years of motherhood, our industry will start to see the gender imbalances in leadership begin to even out.
“We know that 77% of women in Australia are mothers and that 69% of part-time workers in Australia are women. So by advertising job roles as full-time only, as our industry currently does as standard, we are putting in place a barrier that shuts down conversations and shuts out women – and the findings of the Create Space Census reflect this.”
MIA’s Part-Time Pitch deck was sent to agency leaders and HR representatives from over 50 Australian agencies with the aim to have them commit to making all advertised jobs listed as full-time/part-time negotiable as standard – in a bid to remove barriers for working mothers and open up conversations to an even wider pool of talent.
Says Regina Stroombergen, co-founder, MIA: “We strongly believe that by having agencies commit to purposeful changes, like the simple language change propositioned in The Part-Time Pitch, advertising will truly become that pioneering place of inclusivity that it strives to be – future-proofing our industry and leaving ladders down for the next generation of talent.
“With more people wanting more flexible employment, and increasingly more men wanting to take on more caregiving themselves, it’s not just the mums in the advertising industry who would benefit from de-stigmatising part-time work but also dads, caregivers and anyone else who wants more balance, for whatever reason.”
Off the back of The Part-Time Pitch, MIA will be launching an online jobs board at mumsinads.com later this year, featuring all agencies that have signed on to support the initiative and the current full-time/part-time negotiable job roles they have on offer.
Follow @mumsinads on Instagram or go to mumsinads.com to find out more.
16 Comments
Currently been looking for part time hours and it’s been a completely deflating/humiliating process. Parental leave policies work for returning mums – but then you are stuck in that agency until you can work full time, because noone else will give you part time hours. Unless part time means “we’ll maybe let you do 4 days, pay you for 4 days, but give you 5 day work load”. I hope this starts some change.
Would love to see agencies take up such an easy ask that will make a huge difference for people trying to juggle kids and career. About 10 years too late for me though, client side now.
Always nailing it Jules and Reg xx
I moved to Melbourne after living in Brisbane for years when I had a one year old, and can tell you first hand that when you don’t have exisiting relationships with agencies and people in a city it’s near impossible to get part-time work. This initiative will help a lot!
I’ve found plenty of part time work in advertising. It’s just five days per week instead of seven.
I had plenty of great relationships when I went on mat leave – but it didn’t make any difference when I was trying to get 3 days a week. Agencies are kidding themselves if they keep filling the pipe with women but doing nothing to keep them there. If gender equality matters, you need to look at the very obvious part motherhood plays in the disparity between those who stay in this industry and those who don’t.
There are some great comments here. One of the challenges is that we are expecting agencies to fix what is a broader socio-economic problem. I can well understand why agencies want to employ people on a full-time basis. It’s simpler for them to manage and probably gives them more bang for their buck. Equally, it makes it harder for mothers looking to return to the workforce. That’s bad for them and probably bad for the economy more broadly. There needs to be a community-wide conversation about this because it affects most industries.
I got this in my inbox this morning. A fairly smart and simple approach to a problem, and practical way for agencies to attract and keep great talent.
Other industries are fixing this, though. There’s more flexibility and part time work – even in our partner clients – than in our own shops. Community wide conversation is great, industry specific action even better.
Maybe we could create a service that connects two mums in similar roles who could apply as a work-sharing duo? To solve the ‘resourcing’ issues that agencies usually rely on.
(Not to imply that it’s on us to solve the issue ourselves – but oh so conscious of how long our industry to change even the bare minimum)
Despite what agencies say, things are 100% not changing fast enough. Here’s hoping that the right people start listening — and that part-time is made possible for all who seek it, parents or otherwise. Well done Jules and Regina on this wonderful, powerful initiative x
This is a great initiative.
I tried desperately to make a job share role work and in the end was let go which was appalling considering how many other women/Mums I believe would have been happy to job share with me.
I hope this helps make some change!
Great idea!!
This is how you do it. Embrace everyone as a potential ally. Nice work MIA.
Our agency is proud to have many staff that have taken multiple maternity or paternity leave periods and accommodated for their return in their way.
The solution was long-term thinking.
When Mums return, they deliver outstanding results. They are brilliant thinkers, smarter problem solvers, and more committed to getting the right result and getting results for their clients.
They buy into the agency culture and stay longer.
Ultimately, in the long run, you’ll have less HR nightmares, less hiring, less training, less missed briefs and less wasted time.
Agencies that want a smarter, more accountable workforce. Treat staff right through their journey and don’t be afraid of hiring new, returning or soon-to-be Mums.
Although… they may just do a better job than you, so be afraid, be very afraid….
Mate, get back to work and stop looking for personal kudos where it’s really not necessary. Your comments are silly, over the top and a little embarrassing.