Female empowerment: individuality counts

Interview with Ines Eschbacher

Author
Christine Schober | © punkt & komma
Christine Schober

As a founder, CEO and mother, Ines Eschbacher has her hands and heart full. On the occasion of the 8th birthday of punkt & komma content marketing agency, she reflects on very personal questions, on what is important to her as Head of Agency, and on what female empowerment means to her.

What does female empowerment mean to you?

It has always been important to me to lead an agency that’s forward-thinking and provides the same opportunities for all employees, regardless of whether they are female or male. It was never my intention that our team should mostly consist of women, it simply has evolved this way over the years. But as an entrepreneur, I have the wonderful opportunity to foster women's self-determination and encourage them to pursue their passion.

However, in order to progress, every employee needs to show initiative and a healthy dose of self-management, regardless of whether they are a woman or a man. I think it's a shame that female empowerment has to be made a topic at all. It should have been a matter of course in our society long ago – and yet, it still isn’t. That's why it is important to me that we support one another, motivate and inspire each other, and show solidarity with other women and men.

What are you proud of as a woman today?

There are many answers to this question – first and foremost, that I have learned over the years to admit that I am actually proud of my successes. And I am proud of eight years of punkt & komma, of its exciting history and where we are at now. I founded punkt & komma in 2013, but the planning phase started six months prior. After just one year, the first ContentDay was held – an event that has since become a permanent fixture in the conference world. Three years ago, I sold all my shares in the agency, but I am still in charge.

However, what I am especially proud of is that I fulfilled my wish for a family and found solutions together with my husband that perfectly match our ideas of an ideal family life. He took the opportunity for paternity leave and took care of our son while I continued to manage the agency. Even though this constellation was initially met with a lot of incomprehension and demanded a lot of steadfastness from me, the solution turned out to be perfect for us.

90 % of your employees are women. Is that a conscious choice, or what do you base the composition of your team on?

No, that was never a conscious choice. The team composition has evolved over time. My decision to hire someone is never based on gender identity, it is a matter of competence. Someone becomes part of our team because they are simply good at what they do – regardless of whether they are a woman or a man.

Is it important to you to support women, to encourage them and to break with old clichés?

Yes, it is very important to me that all women who are part of my team are aware of their strengths and opportunities. At punkt & komma, the compatibility of family and work life, flexible working hours and career opportunities are not empty promises. They are a reality and a possibility open to all employees based on parameters that we set individually. Everyone has the chance to work in a way that supports them in their strengths.

Self-management and initiative are key for this – and as a logical consequence, we automatically break with old clichés. What’s important is that women mustn’t be pressured into behaviours and ways of thinking that are opposed to their personal convictions – neither by men nor by other women.

Which women inspire you?

I admire women who march to the beat of their own drum – unwaveringly – and are fulfilled, happy and successful, whatever that looks like for them. Career, family or both combined: There is no right or wrong – there is only one thing: right for yourself.

Personally, I am inspired by the life stories of women who have taken a similar path to mine. Especially those who have chosen to combine career and family life and who manage to strike the right balance between both worlds – without missing out on anything or compromising too much. And yes, I am convinced that’s possible.

A woman has to ...

A woman doesn't have to do anything – except be happy and content with herself and the path she chose.

Let me give you an example of my former ingrained thought patterns: For a long time, I was convinced that I had to "lead like a man”. Especially after selling my shares in the company (in 2017 and 2019) to one of the most successful digital agencies in Austria, which is run by three men whom I work with very appreciatively and on an equal footing. Eventually, I realized that I don't have to – and more importantly, I don't want to – "lead like a man". I want to remain true to myself and lead like a woman and mother! It took some time until I had the courage to admit this to myself – but since then, many things have become easier for me.

What is your personal message to other women?

Find your path and own it! Many women are – quite wrongly – their own harshest critics and try to be perfect in everything. Putting pressure on yourself and always wanting to do everything right is not a good foundation for a happy life. We should pat ourselves on the back more often, be proud of what we have accomplished, and give each other a nod and a smile every now and then!

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