An inclusive and dynamic workplace

Equality and diversity as a guiding principle at Leadfront

In "Kvinnor i karriären" on SvD, our CEO, Maddja Nazari has shared her experience as a female entrepreneur and the importance of an inclusive and dynamic workplace. This is an important discussion that we at Leadfront actively participate in, and are proud of the result we have created together.

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Below is the full interview with Maddja:

Leadfront helps companies digitize their sales and marketing functions to increase their competitiveness and to meet customers' growing demands for relevance and value. This is done by setting up work processes, creating a 360 customer view and utilizing digital technologies such as CRM, Marketing Automation and data platforms.

Maddja is the co-founder and CEO of Leadfront, a digital strategist with a keen interest in technology and data. 12 years ago, Maddja moved to Sweden from Iran to further her education. After her education, she stayed and started working in IT. 7 years ago she started the company Leadfront together with her business partner Fredric Örup.

How and why did you start Leadfront?

My passion for creating something bigger than myself was the reason why I started Leadfront. Over the years as an employee, I often saw how employers didn't put their employees first and made short-term decisions that resulted in losing staff. I didn't want that in my company, I wanted to start a company that is based on respect, trust and community. My ambition is to create a company where people trust and support each other, feel good and are the best in town when it comes to digitizing sales and marketing.

How does Leadfront work to create diversity and an inclusive workplace?

At Leadfront, our company culture is at the center as our most valuable asset. We actively work with our core values - "Responsibility", "Trust", "Customer Value" and "Harmony" - and strive to create a strong community based on these values. We want to build a work environment where every individual feels included and where our collective strength grows by sharing our values.

We see diversity as a strength and a source of opportunity. Different thoughts, perspectives and experiences contribute to our workplace and foster creativity and innovation. Through our unique backgrounds and skills, we create a dynamic and inclusive workplace where every employee feels respected and heard.

What is your experience as a female entrepreneur in a male-dominated industry?

A recent report by the Confederation of Swedish Enterprise and the Entrepreneurship Forum indicates that Sweden is the second worst in the EU in terms of the proportion of women running businesses. This is a worrying and unfortunate reality.

I believe this can be attributed to several factors, including the historical way of measuring performance and perception of a business leader, as well as an unequal access and distribution of economic and career opportunities between genders. To break this negative trend, I see it as part of my responsibility to share my own experience, inspire other women to take the plunge, and actively support and uplift talented female employees and business colleagues.

At Leadfront, gender equality is one of our core values. Having a team that is about half female has been a key factor in creating a dynamic work environment. We strongly believe in including different perspectives and skills to drive innovation and success. Promoting diversity and equality is not only a moral obligation but also a strategic investment to ensure that we as a company are equipped for the future and can meet the challenges and opportunities that come our way.

How does Leadfront work to attract and recruit women?

At Leadfront, we actively strive to create an equal and inclusive work environment, and this is reflected in our recruitment strategies to attract more women to our team. Recruiting women in a technical and traditionally male-dominated industry has its challenges, but we have actively worked to overcome these obstacles. By providing a work environment that prioritizes gender equality and inclusion, we have created a place where women feel welcome.

Our experience has shown that prejudices about women not being interested in or suited to technical roles are inaccurate and outdated. We are proud to have shattered these preconceptions and instead built a diverse workforce where everyone feels represented and where every individual, regardless of gender, is given equal opportunities to flourish and contribute to our common goals.

Three tips for other companies that want to become more gender equal

Creating an equal working environment is a strategic investment for companies. Here are some of my tips for companies striving to become more gender equal:

• 1. Targeted recruitment

Aneffective way to promote gender equality is to actively seek to recruit and employ more women. Setting clear targets to increase the representation of women in your company sends a strong signal of commitment to diversity and inclusion.

• 2. Highlighting female talent

Byactively recognizing and promoting good female employees, the company sends a strong signal that female competences are valuable and recognized. This can be done by giving female employees opportunities to take on leadership roles and by making their contributions and achievements visible.

• 3. Representation in management

Havingrepresentation of both women and men in management positions is crucial to creating a sense of equality. By having a gender balance in the management team, the company demonstrates its commitment to gender equality at the highest level and creates role models for the whole organization. This will ensure that development opportunities are available on equal terms to all employees regardless of gender.

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🔗 Read the interview here: https://www.foretagsverige.se/news/en-inkluderande-dynamisk-arbetsplats/

Together we can make a positive change and create a more inclusive and equal workplace! 💪🌍