Absa is making waves with its dynamic “In My Story” campaign, designed to uplift the voices of women across South Africa in business, sports, and entrepreneurship. This initiative isn’t just about recognition; it’s about breaking barriers and igniting transformative change nationwide.
Investing in Women’s Empowerment
Absa’s dedication to women’s empowerment goes beyond mere words. In 2023, the bank invested a staggering R600 million in employee learning and development. This investment resulted in a phenomenal 94% retention rate among high performers, showcasing the effectiveness of their strategy.
Key Highlights of Absa’s Commitment:
- Inclusivity in Leadership: A remarkable 65% of new senior leadership hires are women.
- Training Budget for Women: Over 63% of the first half’s training budget of R193.5 million was directed towards women.
- Training Reach: These efforts have impacted 10,000 women through various training programs.
Absa is not just leading the charge in South Africa; it ranks among the top 105 companies globally for promoting gender equality and fostering an inclusive work environment, according to Forbes.
Voices that Matter: The Heart of the Campaign
“Empowering women to have a voice is not just a priority; it’s the cornerstone of our strategy at Absa,” says Candice Thurston, the managing executive for brand and marketing.
Through initiatives like “In My Story,” Absa is sparking a cultural shift, recognising the vital roles women play across all sectors.
Events that Celebrate Women
The bank has hosted a series of impactful events aimed at celebrating women’s aspirations. These include:
- Personal Branding Masterclasses: Helping women elevate their professional profiles.
- She Thrives Entrepreneurship Seminars: In collaboration with the Frankfurt Business Management School, these seminars focus on empowering female entrepreneurs.
Absa has also committed R9.4 billion in procurement spend on women-owned businesses, underscoring its dedication to entrepreneurship and promoting women in fields like technology and coding.
Partnerships that Make a Difference
Absa’s commitment to empowering women extends through strategic partnerships. Notably, the She’s Next initiative and Girl Code are making significant strides.
She’s Next Initiative
This programme, powered by Visa and Absa, supports women-owned small businesses with:
- R1 million in grant funding.
- Comprehensive training.
- Mentorship opportunities.
Girl Code
Girl Code is dedicated to empowering young girls and women by introducing them to technology and coding. This effort aims to tackle the low representation of women in tech roles in South Africa, fostering a more inclusive environment.
Absa’s Role in Women’s Sports
The In My Story initiative also highlights Absa’s sponsorship of women’s sports. Initiatives like the Cape Epic She Untamed Mountain Bike Mentorship and the Sunshine Ladies Golf Tour align with the bank’s Women in Sport initiative. This effort aims to level the playing field in sports and celebrate emerging female role models.
Conclusion: One Story at a Time
“Empowering Africa’s tomorrow, together, one story at a time, is the essence of Absa’s purpose,” Thurston concluded. By listening to and investing in women’s stories, Absa drives its strategy of diversity, equality, and inclusivity.
Key Takeaways:
- Absa’s “In My Story” campaign is a significant step towards women’s empowerment in South Africa.
- Strategic investments in employee development and women-led businesses are reshaping the corporate landscape.
- Through partnerships and sponsorships, Absa is championing women in various fields, including tech and sports.
Absa’s commitment to women isn’t just a strategy; it’s a movement that’s setting the stage for a more equitable future.
