A pandemic impact study on working women professionals: role of effective communication

Abstract

Purpose

The study aims to develop an in-depth understanding of challenges faced by Indian women professionals during the pandemic and the human resource (HR) initiatives like effective communication, taken by the organizations to mitigate the plight of these professionals.

Design/methodology/approach

A mix of two qualitative research methods namely focus groups in-depth and one-to-one in-depth interviews was used. A total of 32 females working with different organizations participated.

Findings

The thematic analysis revealed themes related to challenges faced by working women-gendered burnout, mental health issues, increased household responsibilities, job insecurity, work-life conflict, gender inequalities, reduced internal communication and financial independence, domestic violence and exploitation. The major themes that emerged for the organizational initiatives were flexible working hours, equal women representation in response to planning and decision making, driving transformative change for gender equality, paid leaves for family care, caregiving bonus, leadership development seeds, increased female recruitments, transparent communication and counseling sessions.

Research limitations/implications

The study establishes a holistic understanding of the plight of Indian women professionals and the consequent organizational interventions accompanied by transparent communication. It adds rigor to the evolving literature on COVID-19 and enriches the theoretical narrative of policy adaptations by industry practitioners for aligning them with employee needs. This helps in routing the policy design and implementation in light of the challenges faced.

Originality/value

The study presents an in-depth understanding of challenges faced by women employees; and provides a foundation for identifying human resource management (HRM) interventions customized for working females. It also proposes a framework implementable in the recovery phase, deploying critical strategic shifts like reflection, recommitment and re-engagement of the women workforce in order to maximize their efficacy for rapidly evolving organizational priorities.

Citation

Tripathi, S.N., Sethi, D., Malik, N., Mendiratta, A. and Shukla, M. (2023), "A pandemic impact study on working women professionals: role of effective communication", Corporate Communications: An International Journal, Vol. 28 No. 4, pp. 544-563. https://doi.org/10.1108/CCIJ-09-2022-0107