Sponsorship as part of
the We economy
What does sponsorship mean in terms of what it
brings to a sponsor and a protégé?
To look at it purely from a selfish perspective, it
increases the sponsor’s worth. By actively supporting
someone likely to be a future leader, as Anna
Benninger, senior research analyst for Catalyst,
explains:
[You will find] that paying it forward pays
back. Developing others really increases your own
visibility … essentially what you are doing is showing
the company that you are not only about your own
advancement, but that you are invested in the future
of the organisation.
What then happens makes this more altruistic than it
may at first appear, because a domino effect begins,
as it has been proven that people who are sponsored
are more likely to sponsor others.
A 2011 study from the Center for Work–Life Policy
published by the Harvard Business Review found
that sponsorship can result in as much as a 30 per
cent increase in promotions, pay raises and stretch
assignments for a protégé.
Yet in spite of these clear advantages, the Catalyst
study ‘The Leadership Gap’ found that many women
are unaware of these benefits and lack allies among
company leadership. In fact, 77 per cent of women
were reported to believe that hard work and long
hours, rather than connections, are responsible for
advancement. The concern is, of course, that they
are unaware of valuable connections that could be
available to them.
From a young age, men are inducted into the world of
sponsorship through their involvement in sports and
clubs. Some men have access to an old boys’ school
alumni network, which provides encouragement
and a leg up to those identified as having talent
in some shape or form. And when men enter the
business world, the active sponsoring continues, with
mentoring very quickly progressing to ‘Why don’t you
join me on the golf course this weekend?’
In the past, women quite simply have not had access
to this form of shortcut through the ranks because
the women haven’t been there to sponsor each other,
and generally men haven’t even considered it as an
option, given the tendency to sponsor people like
ourselves. In its place, the focus has been mentoring.
Commercial collaboration requires a change to this
established norm. The uncertain future is asking us
to embrace diversity to future-proof our businesses,
leaders and careers. Breaking through the old boys’
network is never going to be easy, but collaboratively
we can work towards a resolution. Sowing the seeds
of sponsorship is a critical part of being present in the
space of We and needs to become more of a focus
across the corporate arena and entrepreneurial circles.
Sylvia Ann Hewlet says that sponsors
...make you visible to leaders within the
company — and to top people outside as well. They
connect you to career opportunities and provide air
cover when you encounter trouble. When it comes to
opening doors, they don’t stop with one promotion.
They’ll see you to the threshold of power.