3 Simple Ways to Build a Business Where Female Talent Can Thrive

Early in my career, I promised myself that when I became a boss, I would create an office culture where both men and women had the chance to succeed. After years working in male-dominated fields and then running Hint Water, I’ve learned that small changes and sticking to your values has a huge ripple effect. And that’s good news for many founders who don’t yet have limitless funds and resources to implement big changes. 

Here are three smart and simple strategies to create a work culture where everyone is treated and supported equally.  

1. Set expectations early. 

While diversity of backgrounds, experiences and viewpoints is good for work culture and your business, it’s also important that everyone aligns on the company’s core values. And the best time to do this is at the very beginning. Be upfront in the interview process about your company’s purpose and mission. This gives applicants a clearer view of the DNA of the office and will naturally narrow the field. (Related: Want to Avoid a Culture Crisis at Work? Communicate Better)

At Hint, almost everyone shares a deep interest in health and wellness. That plays out in a number of ways, from teams scheduling walking meetings to creating a dog-friendly workplace, and I make sure that people interviewing for the role know that. I tell them about how I make time for hikes with my husband and kids during the week, how some people sign off early to pick the kids up from school and spend time outside with their families, and how others make time for workout classes nearby. It’s a nice reminder that balancing work and wellbeing isn’t an impediment to success at your company. Paint a picture of the types of people who work at your company and what their values and priorities look like. 

2. Lean into your perks.

Hint is headquartered in San Francisco, where tech companies have a huge mentorship network, child care options, sparkling gyms and limitless free snacks. As a small mission-based company, it’s tough to compete with the big guys, like Facebook or Google. So instead, we emphasize the things we offer that giant corporations cannot. (Related: How to Promote Employee Wellness When You Can’t Offer Big Company Perks)

For Hint, that means employees get a chance to work at a purpose-driven company that is nimble enough to affect real change. Don’t overlook the allure of mission. In today's white-hot job market, people have a ton of choices about where they are employed. More than ever, people want to work at a company that they can brag about.

We also have a level of flexibility and intimacy that large companies can’t match. Flexible work schedules allow people to take care of other things—like taking the kids to a doctor’s appointment or training for a marathon—while still staying on task at the office. Even at our size, I’m still able to cultivate relationships with our employees. I recently hosted a bimonthly party for 15 employees at a local cosmetics shop, an intimate monthly breakfast with an “ask me anything” session, and quarterly bowling outings. Not only do these events give me face-time with colleagues whom I may not see on a day-to-day basis, but they also allow people to foster connections across teams. 

3. Give credit and kudos freely.

Large companies often fail to recognize people’s work and forget that those small actions have a big impact. One of the best (and easiest!) ways to let your employees know that they are accepted and that the culture at work supports them is to vocalize your praise—often. It doesn’t have to be a huge grand gesture. A simple email (cc-ing their manager or the entire department for good measure) or in-person “great work on that presentation” lets people know that you are paying attention and that you care. That moment, in turn, makes everyone feel accepted and rewarded. Every time you publicly praise a colleague, it serves as a reminder to everyone to be a bit kinder and more supportive of each other.  

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Kara Goldin is the founder and CEO of San Francisco–based hint, a healthy lifestyle brand that produces the leading unsweetened flavored water and a scented sunscreen spray that’s oxybenzone and paraben-free. She is also the founder of The Kara Network (TKN), an online resource for aspiring and thriving business-minded people. Listen to her podcast,Unstoppable, where she interviews founders, entrepreneurs, and disruptors across various industries and keep up with her on Twitter, Facebook, and Instagram.