• Despite having 53% women in non-management, top management is comprised of only 21% women in the Media industry. This industry sees a significant drop in women’s representation between non-management and lowest management.
• Promotions are utilized well to increase the percentage of women in the different management levels. However, particularly for lowest and lower management, the share of newly hired women is only marginally higher than the existing share of women in these levels. Media companies are doing a better job using promotions to manage their pipelines than they are at using new hires to fill their pipelines.
• The hiring gap for management is particularly high between the ages of 31 and 40 and much smaller between 41 and 50. This points to a promising pool of talents (currently underutilized) to diversify the talent pipeline and indicates that it is still possible to take significant career steps after 40.

Women get “lost” on the way to the top

Despite having 53% women in non-management, top management is comprised of only 21% women in the Media industry – women are considerably underrepresented. So, where do women get lost? The Media industry sees the most significant drop in women’s representation between non-management and lowest management. Why?

Room for improvement with women’s recruitment

Promotions do not seem to be the problem. Women are promoted into lowest and lower management at similar rates as their representation in non-management, which contributes to increasing their representation on these levels. They are also promoted into senior management at slightly higher rates than their share in lowest and lower management. Companies in the Media industry are utilizing promotions well to advance women along the talent pipeline.

However, particularly for lowest and lower management, the share of newly hired women is relatively low. Media companies are using new hires mainly to increase the percentage of women in middle and top management.

Overview Media industry

The hiring gap for management is particularly high between the ages of 31 and 40 and much smaller between 41 and 50. This points to a promising pool of talents (currently underutilized) to diversify the talent pipeline and indicates that it is still possible to take significant career steps after 40.

Full-time is the norm in upper management levels

In lower and lowest management, men mainly work full-time. In contrast, women are working in relatively low employment percentages. This likely puts women at a disadvantage regarding promotions, as full-time seems to be expected for middle and top management positions. Interestingly, in non-management, slightly more men work part-time than in other industries.

Recommendations: How to diversify hiring

Media companies must leverage recruitment to increase the share of women in management. What are some concrete steps to make better use of recruitment?

• (Top) management commitment matters: Because of its public face and influence on popular belief, the Media industry should be a role model for other industries. Top leadership needs to make it clear that now is the time for gender equity in senior management and define the steps to get there in no uncertain terms. Exemplify this priority when top leaders themselves are involved in recruitment.
• Set clear goals: Getting to gender parity in media requires smart goal setting in hires for management. This means not only aiming for 50% women at each management level but spelling out what this means in practice for hiring (and promotions). The German newspaper Die Tageszeitung is ahead of the curve. Former editor-in-chief Ines Pohl said it clearly, “If the quotas aren’t met, the next open position will be filled with a woman, no exceptions. We must draw the famous clear ‘red line'” (Pidd, 2012). Of course, having the right qualifications should still be an absolute requirement.

Back to Overview