SA businesses explain their passion about helping women find work

In the wake of Covid, South Australian businesses are doing their best to get women back into the workforce – these entrepreneurs are leading the way.

At the peak of the Covid pandemic, women in the workforce were feeling the pinch almost twice as hard as their male counterparts.

It’s taken a special kind of business to reverse that.

By June 2020, 8.5 per cent of females in South Australia were out of work, the highest rate recorded by the Australian Bureau of Statistics since March 2000.

Unemployment as a result of the pandemic was only one area impacting the state’s females.

The state government’s Women’s Leadership and Economic Security Strategy released late last year showed an 8.3 per cent gap between male and female pay packets.

For every one dollar a man earns, a woman takes home just 92 cents.

And women did about 28 hours more of unpaid work each week than men.

This included caring for children and housework.

New ABS Labour Force data shows the unemployment rate for SA’s women has plummeted to 3.1 per cent.

This is the lowest in the country and the lowest recorded by the bureau in SA.

We’ve found six businesses that helped turn the unemployment trend for women around.

Lotus Consulting founder Sian Burton with children Lola, 2, and Eva, 6, at their Semaphore home. Picture: Brinley Duggan

Lotus Consulting: Founder Sian Burton

When 38-year-old Semaphore businesswoman Sian Burton was pregnant with her first child she was made redundant from her job.

But she did not want to let that stop her from being the mum and ambitious worker she always wanted to be – so she started Lotus Consulting.

Ms Burton’s business investigates marketing strategies used by others, and then “fills the gaps” to maximise their potential.

From a small desk in the corner of her home, and with her two daughters keeping a watchful (yet sometimes distracting) eye over her work, Ms Burton saw her business blossom.

And it was from her original predicament that her ethos, to support women to achieve their goals and ambitions while honouring their family values, was born.

“My mission is to help women go beyond what society tells them they are capable of, to achieve a level of success they thought was no longer possible for them as a mum and to do so in a way that allows them to grow in confidence in the process,” she said.

“I have also seen many friends become a shadow of their former selves when they are out of the workforce for an extended period and start to feel like they have no purpose in life beyond being a mother.

“Women have so much value to provide in the workplace and it’s time that employers stopped treating women like they are a hindrance once they have children.”

Ms Burton said she was passionate about seeing the lives of women change when their business dreams were realised.

“Seeing someone go from believing they will have to wait another five years to bring their dreams and goals to fruition to achieving them within a year or less is what gets me out of bed in the morning. To be able to support other women to create the business and life they dream of is priceless.”

Housing Inspect Australia co-founder Litsa Adamou. Picture: Supplied

House Inspect Australia, West Adelaide: General manager Litsa Adamou

Litsa Adamou’s ability to break into a male dominated workforce inspired her to help other women do the same.

That’s why she and her partner Barney bought the western Adelaide franchise of House Inspect Australia, based at Rose Park.

Ms Adamou was the first female building inspector in South Australia and she said being a woman in the construction industry has seen her face challenges her male counterparts did not.

“I have had to work harder to prove my capabilities in order to gain the recognition and respect that any industry professional deserves,” she said.

The housing inspection company offers building inspections across Adelaide carried out by licenced builders.

Ms Adamou’s mother worked for a residential painter for 15 years – she said the women like her mother were not heard or celebrated enough.

So she made it her focus to overcome challenges, giving her a passion for opening up opportunities for other women.

“My story aims to inspire and pave the way for other women to enter male dominated industries, if that is their passion,” she said.

“I saw the challenges I faced as an opportunity to showcase my skills.

“I have been able to break some gender norms, overcome challenges and build a successful business that is growing.

“We have a lot of work to do towards women’s equality, therefore it is important women are supported and encouraged to enter the workforce in an industry they are passionate about, so they can excel and shine in a career that is rewarding.”

Al.ive Body founders and managing directors, and one time The Block stars, Alisa and Lysandra Fraser. Picture: Supplied

Al.ive Body: managing directors Alisa and Lysandra Fraser

Former The Block favourites Alisa and Lysandra have broken gender stereotypes across many industries.

First, as police officers and then by winning $395,000 for their efforts on the construction-based hit TV show.

They have most recently turned their hand in the beauty industry with Al.ive body, which sells Australian made hand and body products designed to fit sleekly in the home.

Their current business, Al.ive body at Somerton Park, boasts an all-female team.

They said a key value of the business was to “encourage and empower women at all levels of our business and stages of their careers to develop and thrive”.

“We have always led by example to show that women can be just as successful in traditionally male-dominated spaces (like the building industry) and it’s an attitude that we implement within our business Al.ive body,” the pair said.

The Frasers said they were empowered by a mother who ran her own store while raising twin daughters on her own.

“We were raised to believe that we were equal to, and just as capable as, any men around us, so it never occurred to us that we wouldn’t chase our dream careers,” they said.

“But as working mothers we see first hand the pressures on women to do it and have it all. All too often norms and stereotypes hold women back – that women can’t have high achieving careers whilst also raising young children is one example.

“We believe there is a simple answer to this – flexibility. We afford flexible working conditions to our staff that allow them to make the most of their time, we have established flexibility with our support networks to allow us to balance work and home life, and we take a flexible approach to any new initiative or business venture.”

The Oranje team, with founder Melinda Parent pictured in centre. Picture: Supplied

Oranje: Founder and creative director Melinda Parent

For 20 years, Melinda Parent has been a beacon for powerful woman in the South Australian creative industry.

Alongside her impressive marketing portfolio, Ms Parent said she was committed to shining a “spotlight” on gender inequality in the workplace.

Her company, Oranje, which is based in the CBD, has an all-female team and predominantly female clientele.

Oranje is an award-winning marketing business boasting clients like TAFE SA, National Pharmacies and the Adelaide Symphony Orchestra.

“Our campaigns are designed to talk in a way that reflects how women see themselves, not how men perceive us,” she said.

“We’ve seen the results, and we know it works.”

Ms Parent’s advocacy for women in the creative industry was highlighted by calls for more gender equity at the director level.

“Polls and focus groups regularly show that consumers find advertising sexist and that affects spending habits,” Ms Parent said.

“Brands are missing out on a huge opportunity for greater connection and relevance to their target market.

“The result is that the industry is missing an informed view on how to talk to women and missing a huge opportunity.

“It’s not about being anti-male.

“It’s acknowledging that we need to provide future generations of women with role models.

“We need to do our part and demonstrate it is possible for women to succeed in male-dominated industries such as advertising.”

The Stellan Capital Adelaide staff, including founder and director David Leon (back right). Picture: Supplied

Stellan Capital: Founder and director David Leon

While the director of Stellan Capital might be the only male on the list, David Leon said his contributions stemmed from dismissing gender altogether.

“There is no race or gender, there is only being human,” he said.

Mr Leon, who works alongside co-founding partner Siobhan Blewitt, said the industry in which he works, financial services, was one with a glaring gender imbalance.

“The sleeping giant is the incredible gender imbalance in financial services,” he said.

“Like addressing climate change, the reasons behind forcing change won’t be just because it’s the right thing to do.

“We need to focus on why gender balance results in better outcomes for our clients, staff and firm culture.

“We have adopted the notion that what binds us is our priority to look after each other as human beings, not as staff members.”

Stellan Capital is a private wealth management firm specialising in providing a tailor client experience for private investors.

Advance Behavioural Training: Business director Amy Van Dyk

Amy Van Dyk built Advance Behavioural Training, at Athol Park, from the ground up.

She said it was now a “successful medium sized business” and one that practised what she preached: “Equal treatment of women in all industries and equal opportunities to achieve success in any role they desire including those roles of higher responsibility”.

Ms Van Dyk’s business is expansive, offering private and group dog training, as well as dog grooming and daycare.

Ms Van Dyk said there should be no reason to address the issue of getting women into the workplace, because the issue should not be there in the first place.

She said she noticed a reality in which women were not given the same opportunities as men.

“ I know, as a business owner, when working with certain industry professionals I have not always been treated the same due to being a woman running a business on her own,” she said.

“I think it’s important that women be given the same treatment for their success as men,” she said.

“What inspires me is knowing I can set a good example due to my success in my own business and achieving my goals which will hopefully encourage women that don’t believe they will be able to achieve their goals to make sure they commit to making it happen and don’t give up.”