MillerCoors taps social media to retain more women
Wednesday, September 07, 2011
is using social media tools to help far-flung salespeople feel less isolated, a
move meant to boost retention.
brewing company is using enterprise mentoring and social learning software to
keep its women sales team members feeling part of a cohesive team, according to
a report in ComputerWorld magazine.
wouldn't say it's the equivalent [of working physically near other people] but
it gets the job done,” Samantha Morris, an associate industrial organization
psychologist with MillerCoors, told the magazine. "I think the women are having
an opportunity to connect with other people in the business who have similar
work roles, similar concerns, maybe similar aspirations. It gives them an
opportunity to connect with each other more than they had. They get a personal
summer, a MillerCoors regional sales executive noticed the company was losing
women in sales positions at a much faster rate than it was losing their male
counterparts. Some had an issue with working alone; others, mothers in
particular, were troubled by working hours, which often included sales calls to
bars at night or on weekends, Morris explained.
the company also trying to attract more women companywide, the sales team was a
good starting point.
realize that demographically we're at a disadvantage,” Morris said. "We have 24
percent women overall. For most of the best companies -- the top 100 companies
-- the average is about 48 percent women. We want the different thinking styles
and abilities that women can bring to the table. We want to make sure our
company is representative of the best and of the marketplace.”
has used Triple Creek’s Open Mentoring software to connect mentors to some of
its sales team. The software allows mentors and workers to connect one-on-one
or in groups. It also enables people to share documents and post comments.
October, the company launched a six-month Women of Sales mentoring program.
Forty-five female sales representatives were split into three groups of 15.
Each group had two mentors, either female executives or leaders from within
of each group used the social software to connect with one another, to figure
out discussion topics, such as developing a personal brand and work/life
balance, and to share documents or articles that pertained to their discussion threads.
of the program haven’t been fully analyzed, but Morris said early figures show
a 1.85-percent decrease in turnover from the six months prior to the Women of
Sales mentoring kick-off to the six months after the program ended. Most of the
45 women who were in the pilot program have remained connected.
result of the success in the sales group, MillerCoors started a group mentoring
program for women in marketing in June and is launching one for leaders in the
company's supply chain in late September. A second program for women in sales
is set to kick off this fall, the magazine noted.
"I say we want to be a learning organization where people feel comfortable sharing their ideas and they're inspired to innovate,” Morris told ComputerWorld. "We want to develop our people and grow the business from within. That's very important to us.”