Improving Workforce Diversity

Contents

Executive Summary

Introduction

The Problem

Analysis & Findings

Recommendations

Endnotes
 Executive Summary
Deltatre is currently facing challenges
regarding diversity, as they strive to make
a creative and dynamic workplace where
they are able to ensure that they increase
their talent pool. Although there are
numerous external factors that impact
Deltatre, gender remains one of the most
significant.
This report focuses on how to increase
women employees within the technology
sector to ensure that it is more diverse and
inclusive for them.
Deltatre has around 25% female
employees in positions such as senior
female project managers and engineers.
They want to ensure that increase the
number of females they hire to make sure
that they become a more diverse
organisation.
For analysis purposes, we used a variety of
resources to gain more knowledge on
Deltatre in order to have a deeper insight
and better understanding of the matter.
We used effective resources that ranged
from articles to case studies and journals.
We created a questionnaire to get insight
about what people’s views were in tech
Industries and what their views were in
women in technology sectors.
After research and exploring different
options we decided that the best possible
solutions for Deltatre are:
1. Amending the framework
2. Women’s leadership programmes
3. Work towards a culture that
encourages ‘’ flexibility without
shame’’
4. Help managers learn to reduce
unconscious biases.
 Introduction
Established in 1986, Deltatre is
a ‘global leader for sport
business: digital, social,
broadcast, results, content
and professional services.
Deltatre products ranges from a
technology services, including to run ‘OTT’
(over the top) online screening services.
They manufacture websites and
application for their customers to ensure
that they have the best experience when
streaming their products.
They deliver many different combination of
design, such as ‘technology and
operations to the table, live, in the
moment, and with no room for mistakes.
From broadcast to web, desktop to tablet,
mobile to VR, we’ve lived and breathed
with our mantra: WE DELIVER’. 1 Deltatre
also have partnerships with clients such as
ATP, Channel 4, FIFA, NFL and etc. 2
In November 2018 Deltatre emerged with
Massive Inc, an award-winning OTT (over
the top) company. 3Massive Inc. is a
global technology company. They
operate with new generation such as
‘’user interface and audience
engagement technology’’.
Massive inc reinforces sports and
entertainment OTT streaming services for
the BBC worldwide, Bell Media, Channel 5,
Telecine, Sony Pictures Television, DR and
numerous other high-profile clients. By
Massive and Deltatre merging, it creates a
new experience for users as they have
better quality outcomes, this will then lead
to digital media growth from both parties.
Massive will processed to function as part
of Deltrate, which will consist of 18 offices
worldwide, and nearly 1000 full-time staff.
Deltatre and Massive Inc combined will
research hundreds of millions of viewers via
OTT network In sports, entertainment,
communications and aviation. 4
 The Problem
Various are external aspects that can
impact an organisation, the way the
organisation operates and performs its
current and future organisational activities
and decisions, some external factors that
can affect an organisation are: political,
economic, social and technological.
Deltatre is a technology and sports media
organisation that provides services such as
online streaming, service that can only be
delivered with the help of technology,
therefore technology factors are one of
the aspects that can impact Deltatre the
most for example Deltatre has a website
that contains a lot of information about
the organisation, the history and the
services provided, the organisation’s
website is only able to run because of
technology innovations that allow websites
to run smoothly and be accessible to
everyone.
Diversity and gender equality are social
factors that can impact Deltatre massively
mainly because Deltatre is a sport/tech
media company part of an industry(
technology industry) that is not really
diverse 25% of the computing workforce in
2015 was female Reference National
Center for Women & Information
Technology (NCWIT), in today's society it is
important that tech organisations such
Deltatre have a balance between the
number of female and male employed
especially in more technical positions such
as engineering, it helps the organisation
have a much more creative and dynamic
workforce as well as enhance innovation
and maintain talent.
A common factor related to both political
and economic areas is change in tax
increase and decrease in corporation tax
for example, can affect the amount of
profit the organisation has at the end of
each year, the higher the taxis, more
money.
Deltatre needs to pay of their profit to the
government, that can lead to, the
organisation making less investments that
can be beneficial for them, for example
the investment made in November 2018
when Deltatre acquired Massive Inc a
multi award-winning OTT software
company.
Strengths

• A global leader in providing reliable and innovative solutions to sports federations, leagues and media companies including digital and
social media applications

• Powers top sports, live events for example, FIFA World Cup Finals 2002, Olympic Games since 2008, UEFA Champions League Finals and
Wimbledon.

Weaknesses

• Small women representation in more technological roles e.g. Senior project manager and engineer positions.

• No exposure of the organisation at events streamed by Deltatre, that stops the organisation from being known by customers in general
for the services they provide.

Opportunities

• In November 2018 Deltatre acquired Massive Inc, a multi award-winning OTT software company, the acquisition of Massie In making
Deltatre and Massive Inc the largest independent OTT solutions provider in the world. Deltatre. (2019).

• Female Employment which can lead to enhanced innovation and creativity in the organisation.

Threats

• Being seen as discriminatory due to lack of women's representation in the representation.

• Less incentives for women to apply for job at Deltatre because Deltatre is a men dominant organisation.
 Analysis & Findings
Diversity in the workforce is not only a
benefit to an organisation because it helps
develop and maintain talent but also
because it would lead to
“enhanced innovation,
creativity and problem
solving, better customer
services and improved
quality”
Technology companies have a major
influence in our daily lives, ranging from
how we communicate with each other to
how we pay for purchases or watch
media, this is one of the reasons why we
should strive for more diversity within.
Even though progress has been made to
make workplaces in the UK more diverse
and inclusive, women still remain
underrepresented:
This is a problem that has been created via
a number of factors, one being the way
the technology sector has been portrayed
to be; a male-dominated environment. ‘
The Muse’ created a three-part series
called: ‘Solving the Pipeline Problem: How
to get more women
in tech’. Part two was titled ‘you can’t be
what you can’t see’.
Kathy Cooper, a Stanford University
Masters Candidate in computer science
complained that she does not ‘fit the
stereotype at all’ and she is ‘very aware of
it’.
She was able to overcome it however
most of her female peers ‘don’t imagine
themselves as computer scientists, so they
don’t do it’.
 From the figure below, it can be seen companies and the percentage drops
By the age of 10 or 11 many girls
that female employees make up further where women are represented in
have developed a non-stem between 27-47 percent of the total positions of leadership.
identity and those of average workforce of these major tech
academic ability, whilst enjoying
STEM subjects perceive them as
for the smartest students.

An informal survey was carried out by

the young digital skills taskforce, the
young people were asked to name
people they identify as figures in the
technology industry,

“Most were able to name

Bill Gates, Steve Jobs and
Mark Zuckerberg without
any trouble but not a single
woman was mentioned”.
The way in which the jobs are advertised
could contribute, an article in the financial
times reported that Vodafone had an
issue with technical job postings as upon
review it was seen that language used was
more suited to males than females, now
“At Vodafone, recruiters run
job postings through Textio, a
tool that sniffs out corporate
jargon and words — such as
“competitive” and “drive” —
that research suggests can
put off female applicants”.
The recruitment and hiring process requires In a report made by Silicon Valley Bank
the use of tried and tested techniques, this ‘Women in Technology Leadership 2019’
means there is potentially less turn over they surveyed start-up technology, health-
and less chance of bad hires, which is not
care founders and executives who work
cost effective for any company, in this
for companies in the UK, China, US and
case Deltatre.
Canada. Gender based hiring goals in
Job descriptions are the first thing a start-ups are not really common, but in the
potential candidate reads to gain an below figure are the types of programs
they have in place.
understanding of the role that they have
or want to apply for.
Anonymous recruitment further reduces
the likelihood of potential discrimination by
limiting the recruitment teams’ reliance on
employment stereotypes.
It can be seen that the top 5 programs
they focus on are:

1) Flexible work programs

2) Recruiting/Interview Techniques
3) Leadership Development
4) Support for female-focused organisations
5) Promotion/Hiring goals companywide
Just 7% of these companies have
promotion and hiring goals for women into
C-Level Positions: Positions such as chief –
(Technical Officer, Recruitment Officer)
etc. That means many Technology
companies are not reaping the benefits of
having more female
employees/leadership.
Another reason to hire more women is
increased revenue. According to the data
of Peterson Institute for International
Economics, companies that increased the
share of female leaders by up to 30% also
led to a 15% increase in profits.

It seems that even if a potential female

recruit was interested in working in the
“When more women lead, technology sector, there is not much
incentive. At face value, it would be seen
performance improves. Start-
as a man’s world, through representation,
ups led by women are more through job postings and even when you it
likely to succeed; innovative is possible and you are in a position your
options may still be limited.
firms with more women in top
management are more
profitable; and companies
with more gender diversity
have more revenue,
customers, market share and
profits”
 Recommendations
The sports and technology
sectors are notable examples
of traditionally male-dominate
industries. There is a lack of a
strong tech talent pipeline
and that is starting to impact
organisations.
Women are underrepresented as only
15.8% of the UK’s current generation of
engineering and technology
undergraduates are women (PWC).
Many companies who call these industries
home like Deltatre find it hard getting the
right people through their doors. This
means they do not reap the benefits of
diversity which is needed for them to
deliver the best final product that can
exceed customer expectations.
We have decided to look at other
organizations in the same industry to see
what steps they have taken to recruit and
select, and see what strategies Deltatre
could adopt in the future.
Adobe is a technology company
that have successfully made
improvements and have actively
taken steps to recruit more women.
They have decided to invest and
move their company and industry
forward by doing more work to
advance their diversity and
inclusion strategy by creating their
new campaign called, ‘Adobe for
All’.
One of their main concerns were driving
better gender balance and engagement
into their company, by attracting and
retaining more outstanding female talent
into their technology company. They took
action by investing in the future by joining
the Reboot Representation Tech Coalition
to encourage more, young American
women to join their company after they
complete their computing degree.
They have also introduced a new
‘Welcome Back’ programme which
provides an easy transition from leave,
including new moms, with the option of
flexible working.
Their current gender mix is 32 percent
female which is a huge increase from only
15 percent in the last few years.
Vodafone is another company that have
been successful because they have
decided to put diversity and inclusion at
their companies’ core, this is because they
have identified that it will lead to less bias
for women.
They have taken action by scanning every
job posting to correct gender bias and
encourage women to apply for their jobs,
as previously the wording was male-
orientated. Studies have shown that this
was an increasing issue and some jargon
used are deterrents for women.
Deltatre should begin their process
towards improving the diversity and
inclusion in their company by looking at
their culture and branding. They could
adopt something similar to Adobe
‘Welcome Back’ programme by working
towards a culture that encourages flexible
working, without shame.
This will help both recruit and retain
women employees especially new mums
who find it hard transitioning back to work,
and in result will increase the feelings of
loyalty to their company. Deltatre should
also make changes to their branding
because, the faces of their brand are men
and this is one of the reasons why they
may not attract as many women.
When speaking to a male tech employee
called Alex who explained that working
with sport celebrities in the NFL is what
drew him to want to work for Deltatre.
This is notably not their fault because they
are in the sport industry where it is male
dominated but they need to make a
conscious effort to ensure that women
have a platform on their website and
around their offices.
One reason why is because, according to
a PwC research, 67% of women look for
positive role models that they can relate to innovation. This shows that Deltatre are
in a company. Deltatre need to break the taking the right steps and are promoting
barriers of what a role in tech looks like, by the importance of inclusivity.
including more faces of women in their
branding. Breaking down this small barrier Even though this is positive there is a bigger
will allow Deltatre to attract the right societal issue that must be addressed to
people. solve this overall problem, which Deltatre
cannot tackle which is the unconscious
One of the biggest problems is the bias that prevails in the tech industry.
discouraging ratio of male
We believe that through the
employees to female employees at
implementation of some of these
Deltatre which is 75 percent male
recommendations, Deltatre will also reap
to 25 percent female.
the benefits of having a more diverse
workforce.
Deltatre can attempt to solve the problem
by educating more women and minorities
and challenging hiring practices, which
they have been trying to do recently
during international women day, where
they used the occasion to remind
everybody that a “diverse organisation is a
successful organisation and that an
inclusive work environment is one where
everyone can feel completely themselves,
respected for who they are and what they
bring.”
They also decided to support Girl Tech,
which is created to promote awareness of
the gender gap in technology and
Endnotes