On International Women’s Day (8 March) the world takes to social media with endless posts about how amazing women are and how important equality is. The next day, they return to the status quo and business as usual. Despite all the hard work of those involved, it doesn’t seem to create change or real recognition of the extent of inequality that sadly is still so prevalent today.

The PR industry still sees a lack of women in senior roles compared to the percentage at entry level. There are still significant gender pay gap issues, and some members of industry still use the term ‘PR girl’, highlighting persistent gender biases. There is a considerable amount of unconscious bias still in existence, which feeds on an impossible level of imposter syndrome many women already feel. It’s clear we are nowhere near true equality and equity.

It's important to have your firm recognise the day in a meaningful way such as; committing to pay parity, a benefits package review and a culture that supports women moving into senior roles. But, how can PR use IWD to truly accelerate action?

Learning and development

You could use the day as a platform to address the issues women encounter and make it a learning opportunity. Offer unconscious bias training for all employees and mentoring or coaching for women. Teaching women to use their power and unique skillset to lead — as discussed in the book "Dare to Lead like a Girl" by Dalia Feldheim — is essential and encourages women to lean into their femininity as a superpower rather than ignoring it.

Creating space

Provide space for your female team members to meet and address areas of concern and empower this group to drive decision making. Use it to further commit to creating an environment which supports the career paths of women, to training programmes which combat unconscious bias, and to championing charities for the advance of women’s rights globally.

Remember, don’t do it just one day a year — thread it into your firm’s values and operating standards — and ensure that your team remembers it every day, not just the 8th March. Only then will our actions accelerate the pathway to true parity of the sexes.