By Deepti Gelli, Head of India Operations, Demandbase
Today’s fiercely competitive B2B market is flush with innovation.
Yet, amidst this persistent quest for the next transformational technology, one factor sets companies apart from the crowd: diversity — diversity in thought, workforce, and leadership.
Demandbase is one leader in tech that’s not only blazing a trail with its innovative go-to-market strategies but also by fostering a culture that champions diversity and empowers women across its global workforce.
It’s Demandbase India operation is a prime example of this commitment.
With a strong emphasis on maintaining gender diversity, the company has consistently worked toward increasing its female workforce in India. Currently, women in Demandbase India’s workforce stands at 37%, a notable feat considering the country’s declining trend in women’s workforce participation.
Women in the Workforce Worldwide
Across the globe, women’s participation in the labor market has witnessed significant gains. In the U.S. some three-quarters of prime-age women, those ages 25–54, have a job today. Similarly in the U.K., the female employment rate was reported at 72.3% in 2022. Countries like South Korea are also witnessing an upward trend, with the rate of employment for women rising from 58.6% in 2021 to 60.4% in 2022.
However, there are countries where the number of women in the workforce have declined. According to the latest World Bank figures, India’s female labor force participation has fallen steadily for two decades to a rate of 24% in 2021 — a significant decline since hitting its peak of 31% in 1990.
Despite progress made globally, women are still employed less than men. The global labor force participation rate for women lies just under 47% while it’s 72% for men, according to the International Labour Organization. This 25-percentage point gap is growing significantly in countries such as India.
These numbers, however, don’t tell the entire story. This disparity often persists due to enduring societal inequities which can hinder women’s full and equal participation in the workforce. Take here in India, for example, where much of the more informal agricultural or domestic work often isn’t counted.
Driving Change, Empowering Women
In urban India, the labor force participation rate of young single women in their mid-to-late 20s sits around 60%. That’s almost three times that of married women in the same age bracket.
Initiatives like those undertaken by Demandbase are poised to change this narrative.
Demandbase fosters a global and diverse company culture in India from its base in San Francisco. The company’s commitment to diversity extends well beyond geographical boundaries as Demandbase helps women break through barriers in the workplace, particularly by empowering women in leadership roles.
Today, some 37% of Demandbase India’s managers and 30% of its leadership team are women.
Furthermore, Demandbase India is dedicated to recruiting women and holds women-only hiring drives that stand to encourage women to re-enter the workforce.
In addition to hiring and growth initiatives, Demandbase prioritizes the safety and well-being of its female workforce. Demandbase provides regular sexual harassment prevention trainings and refresher sessions to raise awareness, prevent issues, and ensure a safe working environment for all its employees. The company also has an internal committee in place to promptly address any workplace issues that may arise.
Demandbase also provides cab and drop-off facilities for the safety of women working late shifts.
Moreover, the company offers comprehensive benefits to support its employees through various stages of their lives. This includes a six-month maternity leave policy that can be extended by one month, and two-to-six weeks of self-care leave for any medical complications. Demandbase also provides its employees with family care leave of up to 10 days to attend to sick or disabled family members.
Demandbase also recently increased its medical benefits and coverage to cover more of its employees’ medical needs. It also grants all employees access to its Employee Assistance Program to help them deal with personal problems that might adversely impact their work performance, health, and well-being.
Final Thoughts
By fostering a culture that values diversity, empowers female employees and supports all workers through the many stages of their lives, Demandbase is redefining industry standards and contributing to a more equitable and inclusive future in the B2B space and beyond.
