Technology and gender quotas. These are the two Achilles heels of Italian companies, two of the main obstacles to growth. On both fronts, the data is discouraging. According to research by IDC and commissioned by Cornerstone OnDemand, most Italian companies are not ready, psychologically, to overturn processes and production models that they have been using for years: almost half of the entrepreneurs interviewed, 46%, said that the biggest obstacle for their company will be to be able to change their mentality and adapt to working with new technologies.
As for data on female employment
In Italy, it emerges that the employment gap compared to men is among the highest in Europe, equal to 18.4%. Only Turkey, Malta and Macedonia do worse than us. Yet, in Italy there are excellences , exceptions to the rule that impose themselves as virtuous models to follow. Like Rajapack Italia , for example: a rapidly growing company, where concrete actions are undertaken in favor of female workers, open to technological and digital development.
For Rajapack Italia, WAM took care
Of the Salesforce Pardot tool , already implemented by the company, but not yet used in all its features. Specifically, WAM performed an audit on the tool and defined and implemented a marketing strategy (improvements to the set-up, scoring/grading definition, template and workflow creation). In addition to this, WAM took care of the adoption part through a training course with the Rajapack team (both On The Job, with two hours of weekly support, and classroom training).
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All the work is constantly supported by
Monthly reports to monitor the progress, improve the strategy and achieve the set objectives. Rajapack Italia belongs to the Raja Group, a leader in the distribution of packaging products, present in 18 European countries with 21 companies in Europe. lorenza zanardi We interviewed the General Manager of Rajapack Italia, Lorenza Zanardi , at the top of the company since 2010.
WAM: At 32, you became General Manager
Of Rajapack Italia. You are the proof that being Библиотека данных электронной почты young and being a woman are not necessarily two obstacles to a career. Do you think they can also be two strengths? Lorenza Zanardi: I am convinced that believing in young people and women is a strong point for companies. The charisma, courage, enthusiasm and creativity that are typical of youth can only be an added value for the economy and for businesses.
Focusing on young people means investing in
The future. I, in my own small way, am proof br lists of this. I was appointed General Manager at just 32 years old, after an intense growth path within the RAJA Group. Since its origins, the Raja Group has been characterized by a strong female presence, RAJA, in fact, is the acronym for Rachel and Janine, the two founders of the Group and even today our president is a charismatic female figure, Danièle Kapel-Marcovici.
In Italy, in 2007 we had 6 employees, while
Today we are almost fifty, 63% of whom are women. A further distinctive trait and, as the numbers show, also a solid edge in a sector that is predominantly male. W: Degree in History and Foreign and French Literature: your education is very international. How much has it influenced your approach to work? LZ: Knowing foreign languages has helped to make my mind more flexible, it has made me able to make quick connections and put together things that are apparently distant.
Furthermore, knowing French has helped me
To build a relationship of trust with the French management. W.: In your opinion, what are the characteristics that a leader must have? LZ: Inspiration, passion, innovation, positivity and responsibility are just some of the characteristics that in my opinion a leader must possess. Giving a univocal definition of a leader is not at all simple, when we talk about leadership there are many factors to analyze, which have to do with ideas and also with actions, I believe, however, that leadership is the art of motivating a group of people to act to achieve a common goal.
It is very different from having managerial
Skills, being a leader also implies being able to inspire others and being ready to do so every day. W.: The Raja group’s motto is “Agir pour les femmes dans le monde”. How do you create a working environment that is close to the needs of women? LZ: As a woman, it is easier for me to understand women’s needs, but behind it all is the sensitivity of Danièle Kapel who, from 2006 to today, through her Foundation, has allocated over 9 million to 269 associations involved in solidarity projects in favor of women and the environment.
Agir pour les femmes dans le monde” is the motto of the Raja Danièle Marcovici Foundation. In general, we value women in the company with small but significant attentions, I like to mention “il fiocco in azienda”, an initiative of Manager Italia, the association I am part of. I decided to join this project because it allows each employee to enjoy various benefits, but above all it gives concrete help: up to 80% of the salary instead of 30%, during maternity leave.
It also provides that female workers, when they are away from the company on maternity leave, maintain contact with the working reality, are updated with a newsletter and are invited to participate in important meetings. Women are very good at teamwork, in Rajapack we are in the majority and we support each other. W.: How is Rajapack Italia addressing digital transformation? LZ: E-commerce is not just online sales, for us it is also a more efficient way of organizing the company.
We digitize all business processes, to streamline them and make them more efficient. In recent years we have decreased spending on printing paper catalogs and increased web investments in SEO and SEM, with the consequent reduction in the cost of acquiring new customers by 10%. The awareness that in the future we will print fewer and fewer catalogs is not a negative fact for us, on the contrary, beyond the economic aspect this reduction is also very important on an ecological level.
