THE FEMALE SHIFT

„Biggest deal of the year“, „Portfolio grows to 10 billion assets under management“, „Market leadership expanded“ - the news tickers of the real estate media are full of success stories about deals, orders, growth. The pictures in the annual reports, job advertisements and websites of many companies also match this: Skyscrapers, mirrored building facades, a handshake between men that seems to seal a fat deal.

In their positioning, many companies in the sector rely on their operational successes and male-dominated communication. In doing so, they manoeuvre themselves, often unwittingly, into a dead end. Because in our fast-paced and complex world, acceptance and trust, whether from talents on the labour market, customers or their own employees, are not won with growth and size figures, but with values, attitude and an inclusive corporate culture. A study published by PwC and ZIA in 2019 gives concrete figures: 75 per cent of Millennials choose their employing company according to consistent values. Diversity in the workplace is particularly important to 65 percent. And 72 percent of companies that focus on diversity and inclusion have satisfied or very satisfied employees compared to only 37 percent of companies without an inclusive culture. 

Young generations, employees and stakeholders today want to know what a company stands for, what impact it has and how it lives up to its social and environmental responsibility. Actions, not words, are what count. In order to be credible, a company must give concrete reasons for what, why and how it is committed, for example in climate protection, for liveable cities, neighbourhoods and buildings or social justice - and what its commitment to sustainability has to do with its own convictions and values.

In order for the shift to value-oriented communication and brand management to succeed, many companies need diverse management levels. Diversity not only has a positive effect on turnover, results and the innovative power of companies. Mixed management teams are a catalyst for an appreciative and value-oriented corporate and communication culture. Currently, the real estate industry is still far from achieving diversity at the top management level. In the 100 leading companies in the sector, only about one in ten positions on the board or in management was occupied by a woman in 2020. This means that companies are wasting huge potential. Women make up half of the well-educated work force and they bundle knowledge, networks and experience that the company needs for its strategic decisions and the management of its employees. They are also half of the people who live, live and work in real estate and cities and whose perspectives are needed for sustainable decisions.  

The change towards more diversity and values-based management depends on the foresight and wisdom of predominantly male-led companies. Change is a matter for the boss, not for HR, the marketing department or ESG officers. Important here too: The company is only credible if the top management itself communicates, sets an example and promotes the change. And when it becomes concrete, for example through targets and deadlines for increasing the proportion of underrepresented groups in management as well as the integration of these KPIs into the target agreements of the managers. The path to inclusive companies takes time, resources and monitoring. It takes a lot of convincing, the abandonment of many a cherished pattern of thinking and occupation, and a significantly larger offer of flexible working models in order to combine job, family and life well. But it pays off: through happier employees, sustainable organisations and attractive, credible corporate brands. (CL)

TO THE PERSON:
Anne Tischer is an innovator, networker, entrepreneur and mother. Her mission: a more humane, inclusive working world through more women and more diversity in corporate leadership positions. She is the founder and chair of the industry initiative FRAUEN !N FÜHRUNG (F!F), founded in 2019, which advocates for more women in leadership positions in the real estate industry. With KARMA SHE SAID ... she advises companies and organisations around diversity & inclusion, women in leadership and values- based management. Anne has worked for over 15 years as a press officer and marketing expert in real estate companies as well as in politics and foundations. She is also involved in the jury of the Next Gen network MAT (Top 30 under 30).