B2B Managers engage in Diversity at Orange Business Services internationally

Even Diversity experts wonder, at times, if and how D&I management works in a Business-to-Business (B2B) environment. One of key arguments – referring to customer diversity – seems to be missing at a first glance. Orange Business Services shows how an international organisation that caters solely to corporate clients can align its implementation with both, the specifics of its business organisation and the overarching Group strategy (in this case FT [France Telecom] Orange). With 20,000 employees, men and women of all ages and nationalities, spread out across 166 countries, on all continents, speaking some 30 different languages, the company provides ample opportunities for D&I implementation. The strategic context includes Orange’s ambition to be among the top employers of choice in 2015 and the Orange People Charter that recognises the importance of being a socially responsible employer. A gender equality strategic committee was set up in 2011 as a think tank in order to operationalise the Group gender equality policy and the overall target of 35% women on all executive teams by 2015; the committee is headed by Delphine Ernotte, Chief Executive Orange France, and gathers high ranking representatives from all Group entities, including Orange Business Services Head of the Americas, Diana Einterz.

One element of the gender strategy is an international shadowing program which welcomes female students to spend a day at work in order to encourage them to consider technical or scientific careers. The day gives the students an insight into working in the ICT sector, thus challenging preconceptions of what working there might be like. Orange Business Services has implemented shadowing days for a total of more than 60 girls in France, Singapore, Egypt, Germany, Italy, Brazil, the US and Canada.

Another pillar of the Orange Diversity strategy is the equal opportunities program for people from underprivileged backgrounds. Started in 2008, it can now rely on more than 700 volunteers – more than 200 from within Orange Business Services (mainly managers) – who provide tutoring to students and coaching to young graduates from financially disadvantaged areas. Based on the principle of intergenerational solidarity, this programme engages managers to act as godparents or tutors so as to help kids make wise career choices and become familiar with business life. In India, the programme has helped 70 girls to obtain training in English language, marketing or computer skills.

Orange Business Services also participates in a survey of the Orange group to evaluate managers’ awareness of the Gender equality policy. In May 2012 this internal research evaluated the perception of and engagement in gender equality, aiming at identifying potential gaps between the theoretical action plans and the reality. It also asked about the benefits managers expected from the programme. The additional insight helps Orange Business Services to overcome remaining barriers and to tailor and communicate initiatives to managers.

The communication includes internal conferences, webinars, presentations in management calls and dedicated campaigns (for managers and/or employees) such as the global online ethics campaign “windows on diversity” launched in 2011 which focused on diversity issues faced by the company and reconfirmed Orange’s commitment. This is also anchored in diversity networks at Orange Business Services that support the further development of the diversity program. They are also led by managers who encourage initiatives region by region, in line with local cultures, and currently operate in France, the Americas region and in Australia. These bodies also support other implementation strands, such as increasing opportunities for employees with a disability.