Harvard Case - Zendesk: Building Female Leaders Through Mentorship
"Zendesk: Building Female Leaders Through Mentorship" Harvard business case study is written by Kellie A. McElhaney, Ana Claire Mancia, Ishita Rustagi. It deals with the challenges in the field of General Management. The case study is 15 page(s) long and it was first published on : Aug 1, 2019
At Fern Fort University, we recommend Zendesk implement a comprehensive, multi-faceted program to cultivate female leadership within the organization. This program should leverage mentorship as a core element, but also integrate other initiatives focusing on talent management, diversity and inclusion, and organizational culture.
2. Background
Zendesk, a leading customer service software company, faces the challenge of increasing the number of women in leadership positions. The case study highlights the company's efforts to address this issue through a mentorship program, 'Women@Zendesk.' While the program has achieved some success, it lacks a holistic approach and needs to be expanded to address the systemic barriers women face in climbing the corporate ladder.
The main protagonists are:
- Mikkel Svane: CEO of Zendesk, who recognizes the need for greater female representation in leadership.
- Allison Pickart: Head of People at Zendesk, responsible for implementing the 'Women@Zendesk' program.
- The participating female employees: The program's beneficiaries who are seeking guidance and support to advance their careers.
3. Analysis of the Case Study
This case study can be analyzed through the lens of organizational behavior, diversity and inclusion, and leadership development.
Organizational Behavior:
- Organizational Culture: The existing organizational culture at Zendesk may unintentionally perpetuate gender bias. This could manifest in unconscious biases during hiring and promotion processes, or in the lack of role models for women in leadership positions.
- Leadership Styles: The case study suggests that the leadership style within Zendesk may not be conducive to female leadership development. A more inclusive and supportive leadership style that encourages women's voices and perspectives is crucial.
- Team Dynamics: The lack of diversity in leadership positions can create homogenous teams, hindering innovation and creativity.
Diversity and Inclusion:
- Representation: The low representation of women in leadership positions at Zendesk reflects a wider issue within the tech industry.
- Bias: Unconscious bias in hiring, promotion, and performance evaluations can disproportionately affect women.
- Mentorship: While mentorship is a positive step, it's not a silver bullet. It needs to be complemented by systemic changes to address underlying bias and create a more inclusive environment.
Leadership Development:
- Talent Management: Zendesk needs to proactively identify and nurture female talent within the organization. This includes providing opportunities for development, training, and exposure to senior leadership.
- Sponsorship: Mentorship alone is not enough. Women need sponsors, senior leaders who actively advocate for their advancement and champion their careers.
- Performance Evaluation: The performance evaluation system should be objective and transparent, ensuring that women are evaluated fairly and given equal opportunities for advancement.
4. Recommendations
To effectively address the challenges and achieve meaningful change, Zendesk should implement the following recommendations:
Expand the 'Women@Zendesk' Program: Transform it into a comprehensive leadership development program that includes:
- Mentorship: Continue the existing mentorship program, but broaden the scope to include more experienced female leaders and senior executives.
- Sponsorship: Establish a formal sponsorship program where senior leaders actively champion the careers of high-potential women.
- Training and Development: Offer targeted leadership development programs specifically designed for women, focusing on skills like negotiation, public speaking, and strategic thinking.
- Networking Opportunities: Create opportunities for women to connect and build relationships with other female leaders within and outside the company.
Promote Diversity and Inclusion:
- Hiring Practices: Implement a more inclusive hiring process that actively seeks out diverse candidates and eliminates unconscious bias. This includes using blind recruitment methods and training hiring managers on diversity and inclusion best practices.
- Performance Evaluation: Review and revise the performance evaluation system to ensure it is objective and free from bias. Implement 360-degree feedback mechanisms to gather diverse perspectives on employee performance.
- Employee Resource Groups (ERGs): Support and empower existing ERGs for women and other underrepresented groups. Provide resources and opportunities for ERGs to contribute to company initiatives.
Foster a Culture of Inclusion:
- Leadership Commitment: Ensure that senior leadership actively champions diversity and inclusion, setting the tone for the entire organization.
- Communication and Transparency: Communicate the company's commitment to diversity and inclusion goals clearly and transparently to all employees.
- Feedback Mechanisms: Establish open and safe channels for employees to provide feedback on diversity and inclusion initiatives.
Data-Driven Decision Making:
- Track Progress: Establish metrics to track the progress of diversity and inclusion initiatives. This includes monitoring the representation of women in leadership positions, the number of women participating in leadership development programs, and employee satisfaction with the inclusive culture.
- Analyze Data: Use data to identify areas for improvement and adjust strategies accordingly.
- Transparency: Share progress reports and data with employees to demonstrate accountability and commitment to change.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: Zendesk's mission is to empower businesses to provide excellent customer service. A diverse and inclusive workforce is essential to achieving this mission, as it fosters innovation, creativity, and a wider range of perspectives.
- External Customers and Internal Clients: Zendesk's customers are increasingly diverse, and a more inclusive company culture will resonate with them. Internal clients, including employees, will be more engaged and motivated in a supportive and inclusive environment.
- Competitors: Zendesk's competitors are increasingly prioritizing diversity and inclusion. Failing to do so will put the company at a competitive disadvantage in attracting and retaining top talent.
- Attractiveness: Implementing these recommendations will enhance Zendesk's reputation as an employer of choice, attracting top talent and improving employee retention.
6. Conclusion
By implementing these recommendations, Zendesk can create a more inclusive and equitable workplace that fosters female leadership. This will not only benefit women within the organization but also contribute to the company's overall success by driving innovation, creativity, and a more diverse customer base.
7. Discussion
Other alternatives not selected include:
- Focusing solely on mentorship: This would be insufficient to address the systemic barriers women face.
- Ignoring the issue altogether: This would perpetuate the status quo and hinder Zendesk's progress in achieving diversity and inclusion goals.
Risks:
- Resistance to change: Some employees may resist changes to the organizational culture or hiring practices.
- Lack of commitment from leadership: Without strong leadership commitment, initiatives may not be implemented effectively.
- Insufficient resources: Implementing a comprehensive program requires significant resources and commitment.
Key Assumptions:
- Zendesk leadership is committed to achieving diversity and inclusion goals.
- Employees are open to participating in leadership development programs.
- The company has the resources to implement the recommended initiatives.
8. Next Steps
- Form a task force: Establish a task force composed of senior leaders, HR representatives, and employees to develop and implement the recommended program.
- Develop a detailed plan: Create a detailed plan outlining the specific initiatives, timelines, and resources required.
- Communicate the plan: Communicate the plan to all employees, emphasizing the company's commitment to diversity and inclusion.
- Pilot the program: Pilot the program with a small group of employees before rolling it out to the entire organization.
- Monitor progress and make adjustments: Continuously monitor the program's progress, gather feedback, and make adjustments as needed.
By taking these steps, Zendesk can create a more inclusive and equitable workplace that empowers women to reach their full potential and contribute to the company's success.
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Case Description
A new mentorship program launched with early success at Zendesk in the United States and is now expanding to all employees across 15 countries. Women at Zendesk supports junior-level women in achieving their personal and professional goals by providing them with role models, as well as opportunities to share knowledge and acknowledge their success. The company recognizes that female mentorship is necessary to cultivate the next generation of female leaders at Zendesk and to attain equity across all levels of the company. The program pairs female leaders with women in more junior roles to help mentees feel supported and inspired as they progress through the ranks of Zendesk. Zendesk is re-designing its program for rollout to its employees worldwide in locations with diverse cultures such as India, Sydney and Manila. This case explores how to design a mentorship program which is sustainable, successful across cultural differences, and which contributes to a company's gender equity and leadership goals.
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