Aer Lingus brand image not reflected in organisational culture

A report on Aer Lingus, Ireland's national airline, published in October 1999, has claimed that the company's "brand image" - which highlights "professionalism, intuition and intimacy" - is not reflected in an allegedly male-dominated organisational culture, which is described as similar to a "military or civil service organisation". The report was conducted under the EU-funded New Opportunities for Women (NOW) programme.

A recent report on Ireland's state-owned airline, Aer Lingus, conducted under the EU-funded New Opportunities for Women (NOW) initiative, claims that the company is largely dominated by male-oriented values, and places some of the blame on the absence of flexible working arrangements, long hours worked by senior managers and a perceived lack of self-confidence among women. Meanwhile, although marital status is not seen as a barrier to career progression, maternity and parental leave are cited as probable barriers for women.

The work was undertaken as part of the certificate in business management for women course at Dublin City University Business School. The primary aim of the project - formally unveiled in October 1999 - was to establish why, in a company where 52% of the workforce is female, only 13% of senior management positions are held by women. The report finds that a "glass ceiling" exists in the company and that the "cross-over point" occurs at grade 1 level. This means that women are predominantly in levels at or below grade 1, leading to a lack of female representation in the potential selection pool for senior management positions.

Some other key statistics highlighted in the report are that:

• 87% of women are concentrated in just four departments;

• in seven of the 16 departments in Aer Lingus, over 70% of the staff are the same sex; and

• there is evidence of "vertical segregation" in Aer Lingus. For example, in flight services, women represent 92% of total staff while men make up 42% of management.

Having a positive profile, "knowing and talking to influencers, understanding internal politics, having a strong work ethic and applying for jobs were all deemed important for career advancement", the report finds. More male managers than female managers reported receiving "mentoring" and support through various informal networks and the use of "role models".

The lack of a "female management style" within Aer Lingus is said to lead to an imbalance in the company's decision-making processes. Senior managers likened the company to a military or civil service organisation, with perceptions of gender-typed positions and the premise that promotion is primarily based on seniority. The dominant perception was of the existence of "exclusive male networks at senior/middle management level," and it was found that this is seen to stifle opportunity for those outside these networks.

In addition, the report claims that the Aer Lingus brand image - highlighting "professionalism, intuition and intimacy" - is not reflected in the organisational culture - in terms of rewards, hours of work, openness and transparency, loyalty, recruitment and retention.