Mpho Hlefana, Managing Executive: Marketing, BCX

Better acceptance of the beauty diversity brings – for women and people of all ages, backgrounds and ethnic groups – has brought innovative ideas, stronger overall performance, reduced attrition rates and the stability desire by so many companies, despite changes in the environment due to socioeconomic factors.

This is according to BCX’s Mpho Hlefana, managing executive, marketing, an ardent driver of diversity, walking the talk and emphasising the importance of making intentional efforts to invest in finding, employing, and nurturing women.

This perspective is tempered by the negatives Hlefana says still exist. “It’s unfortunate that the stigmas about women are unnecessarily amplified so that the status quo can be maintained. People are uncomfortable with meaningful change and because of this, woman are often discouraged to do anything in a bold way. “Women are still not recognised for the value they contribute to organisations, sports or for simply being a great parent. We’re forced to focus on correcting societal negatives, which can deplete us and affect our ability to focus on things that really matter.”

Part of Helfana’s contribution to upliftment is being a powerful voice within the Wired4Women forum and a proponent of The Networking Company’s Amara programme, both of which provide platforms for the development, visibility and spaces for women to network, grow and learn.

“I’m fortunate that BCX has a vested interest in employment equity and is investing in women. It’s important to be part of platforms that help to address women’s multi-dimensional needs – needs often neglected or overlooked, particularly for those of us working in male-dominated industries.

“Women are fundamentally different to men, but have as much to offer; however, this requires different types of support at times. Statistics reflect that organisations with women in senior leadership positions tend to perform better.

“I’m also a big supporter of graduate programmes and internships to identify, nurture, grow and groom candidates for roles within the organisation, before deciding to hire external candidates for permanent positions.

“Society has created boxes for people to fit into because this offers some predictability and security. However, great results have never come from comfort zones. To do remarkable things requires creative thinking, breaking confining barriers and taking bold decisions. You can do anything you put your mind to.”

Hlefana says advancing women begins by being the change she wants to see. “I have a responsibility to enable change within my control. I must pay it forward to inspire other women to pay it forward. As leaders and role models, we must share our lessons, opportunities and challenges. I wish to leave a legacy and be recognised for the effort I made for other women’s advancement so that we have a truly progressive, equal society for our children.” An advocate for mentorship and sponsorship, Hlefana says these are critical to success, particularly for a demographic that is often silenced, undermined, and ignored.

“Sponsors are critical for the advancement of women. They represent women in rooms they would not necessarily be present in – rooms where leadership awards promotions and recognition. “Mentorship is critical for navigating complex landscapes through the shared experiences of those that have been there before you.”

Hlefana personally mentors young women demonstrating potential.

“My advice to aspiring female professionals is to be passionate about your work, constantly learn, be driven to succeed and work well in teams. Use an opportunity to make a change to do something differently or introduce something new. Use your initiative.

“Stop worrying about changing the negatives. Focus on what you’re good at, what really matters and enable change through tangible action. Become more effective by not being too busy delivering on everyone else’s expectations. Learn when to say no, but also learn to identify when you need to go the extra mile,” she concludes.

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