… a brief talk with Sofia Falk, founder and CEO of Wiminvest, one of the minds behind the national gender project Battle Of the Numbers, gender equality advisor to some of Sweden’s largest international companies, the Confederation of Swedish Enterprise, the Swedish Government and key speaker at Creative Mornings Sthlm on December 19th.

There’s a lot of buzz around you right now, what’s going on?
- People are beginning to realize that there is a lot of untapped potential in diversity, that your company can become better and more profitable with a more heterogeneous staff. When I started Wiminvest, diversification was a soft issue. Now it’s a business advantage.  

In what way?
- Recruitment is one of the most important issues that businesses will face in the future. In order to find the best employees, companies have to make sure that they are looking for potential in the entire population, not just in certain groups of people. This is why the issue of diversity is becoming even more central. Organizations that seek global market relevancy must embrace diversity in how they think, act and innovate. Employee diversity lead to enhanced understanding of our customer needs, open up new and previously unforeseen market opportunities.

What’s your best advice for a successful recruitment?
- Look outside your own network and ensure that all management jobs are advertised both internally and externally. Recognize the work/life balance.

What are you going to talk about at Creative Mornings?
- Success and inspiration! I will share best practices, success stories when increased diversity have had an impact for the bottom line and inspire the audience to become a part of the transformation.