The 6th edition of the LGBT@WORK, organized by ieOut, took place last November 22. As every year, ieOut pursues its mission, to be a referrence in awareness of best inclusion practices for LGBT Diversity at workplace and in academic institutions.

This year the main topic was Careers. We also focused in the totally unknown niche of lesbians women; we discussed how the LGBT community tends to be stereotyped and identified only with gay men. Women are invisible but they are an important group and an unexplored target for companies. Finally we enjoyed the personal testimony of Maria Pachón, the first transgender woman in the Spanish Army, a moving story of self confidence, strong convictions and will power.

 Ana Herranz, Director of Education for Careers at IE, stressed the idea that when we are looking for a job or changing it, very often we are incorrect concentrating all our efforts in volume instead of following the right process.

She underlined the “not to dos” that at the end we follow as automats.

• Retrieve our last CV
• Spend 2 hours updating our CVs with our last experience
• Elaborate a list of companies, headhunters and/or job opportunities
• Send the same CV to all of them even if we are only compatible on a 15%

We wait the usual answer: three calls.

• The first, a totally wrong one, incompatible with our aims and needs.
• The second, very annoying for careers changers, an offer for exactly what we use to do.
• Finally we can receive something interesting for which we might go through all the process or not.

But, what could we expect? Our goal with this procedure was only to send “as many CV as possible”, and therefore we are selling an UNDIFFERENTIATED COMMODITY not a BRAND. We are “selling” ourselves without knowing the needs and culture of our “buyer”; we have concentrated in telling our story without mentioning what we can do, which are our talents, potential and how we can “help” our prospective recruiter get its objectives.

But there is a SUCCESSFUL PROCESS in which reviewing your CV is the last thing to do. It consists in knowing your defining your uniqueness, selling the “product” that your “customer” demands crafting a good value proposition, customizing your offer. Next time do not forget:

• Define your uniqueness
• Research your Customer needs
• Craft your value proposal
• Build your network
• Customize your tools

We had a fruitful discussion about social media like Linkedin, further to Ana if you are not there you do not exist in the professional world. She advised to enter specialized groups of different expertise as many times the best offers are only published there: She also alerted about coherence and consistence, not only in our profiles but also in the messages we publish in our different personal accounts: we probably do not want our prospect boss to have access to the facebook pictures of the last crazy party we attended!!!! This does not mean we do not have the right to have fun!

Finally we agreed that the net contacts have to be built and cultivated through all the process, not only when we start the search. Do not forget the gold rule, when building a network you have “TO GIVE BEFORE YOU TAKE”.


Edson Hato, Head Global Sourcing Phillip Morris International Management SA did a perfect adaptation of Ana´s recommendations to the LGBT community adding valuable clues to help us segment organizations. He did an inspiring speech about the importance of finding our own passions, what makes our emotions flow and how to stick to them in every step you take. He advised us to find out what we love and turn this into our business or career. Doing this helps define your uniqueness (like driving taxis on the weekend!), which is what makes you stand out from the pile.

He helped us distinguish between companies that only hire SKILLS but do not care about personal growth and development compared to those that hire POTENTIAL , these are probably not the ones which will pay you best, but they will accompany you through your career and will look after you to help develop yourself and display your talents and potential.

It’s true that companies that hire skills are competing in the most demanding market of talent and they are ready to pay topnotch money but they are very often more focused in getting back their “investment” in a short term basis than caring for their talent.

The companies that are not so competitive in salaries have to be more creative and cover the specific needs of every group customizing to their requirements. It is not the same to deal with Generations Y or X talent or to hire in talent shortage environments.  These are different issues they have to surpass and they know how to do it.

He agreed that customization is the key to being successful when competing with piles of undifferentiated CV. He gave clues on how due to the lack of time and resources they tend to do search by words among all the applicants CVs. Words like “entrepreneurial” or “flexibility” are key to find candidates in several processes.


María Jesús Méndez, Entrepreneur and Director of Mirales Group.

Changed the topic and focused on lesbian´s niche. She did an introduction on how to be a lesbian and explained how it doesn’t only consist on women being attracted by other women; she also introduced Mirales Group and some of the important topics and needs that inspired them.

At the beginning, a lesbian woman does not know what is going on; she cannot give a name to what is happening to her. The lack of references and stereotypes penalize this process which not only affects yourself but also your parents and the rest of your environment. Some of these fake and dangerous stereotypes are borrowed from gay men, like the ones that state they have more money than the average, but others are very negative, like those which portrait lesbians as weird and bad women.

When María Jesús arrived to Spain from Chile, her homeland, she discovered that despite its innovative and inclusive image it was a country full of closets, in the streets, in the corporations, even among her own friends and partners.

She also added how internet is an amazing source full of opportunities and potential, not only to connect with other lesbian women but also to learn and teach about lesbian culture. It is also an important source to provide new references of lesbian women, outside the ones provided by TV series in which lesbians used to be the delinquent or troubled.

Maria Jesús became an entrepreneur and created Mirales Group to give response to demands and opportunities for lesbian women.  Mirales Magazine offers a new editorial line, further to being a news portal it has its own opinion with its own interviews and reports, which positively contribute to breaking stereotypes among general and lesbian population and to create new references among them. What she calls the “new lesbian woman” empowered and happy to be who she is.

With tons of humor she did a reflection on how lesbian women have always been a “second” market:  they are women, yes but no, and they are LGBT, yes but no, they are not gay men the most visible group, they belong to both groups but with their own “personality”.

With Club Mirales they provide interaction opportunities, apart from night life they create communities by interests like music, sports, or art. They also focus in providing information on shopping centers and increasing professional opportunities.

Finally, they have recently opened a new business line focused in consulting and researching relevant topics like trends, habits, leisure or work to help organizations focused in this niche or general businesses.

In the LGBT@WORK we try to provide references to LGBT professionals outside those industries were this diversity is more present.  In previous editions,  we have had the privilege to count with participants as Jesús Encinar, CEO of idealista.com; Quique Sarasola, entrepreneur and owner of Room mate Hotels; Juan Juliá, from Axel; Mili Hernandez, entrepreneur and owner of Berkana;  Bernardo Hernandez from Google, or Judge Fernando Grande Marlaska. In this edition we have had the unprecedented presence of María Pachón, the first transgender woman serving in the Spanish Army.

For those who could not follow the event at IE or online, Maria has lent us her presentation but we want to make special stress in the conclusions she dropped to the audience.

She gave a moving speech of her life since childhood to her present experience working in the army, providing a testimony on bravery, emotional intelligence and self confidence. Everybody who listened to her laughed with her tremendous sense of humor and agreed on how hard homophobia can be during childhood and youth. We also recognized how homophobia, even within families, is mainly caused by a lack of knowledge about LGBT reality. We all celebrated how due to her determination to fulfill her dream “To be Maria” she has gained the respect and pride of her family members, colleagues and friend.

• I would have never known who I was without having A REFERENCE.
• I lacked INFORMATION, I didn´t know why I was different.
• My parents, at last, have ACCEPTED ME and they feel PRIDE of me as I am, but it was hard to be REJECTED by those who loved me most.
• I could have not done this without a long list of ALLIES.
• NORMALIZATION was just a question of A SIMPLE GESTURE.

As every year we not only counted with outstanding speakers but also with interested and knowledgeable attendees, they participated dropping relevant questions and opinions.

We will underline three of them; Apart from the mentioned topics, we discussed the dilemma of developing talent in difficult moments in which there is a lack of money to finance education and other sources of development. Edson Hato gave interesting recommendations on how to find a balance between “learning by doing” and “coaching and mentoring on the way”. These are demanding times for team leaders; they are not only responsible of corporate results but also of motivation and retention. Tough moments, but also rewarding and enjoyable.

We had the opportunity to review the Spanish LGBT online publication market and counted with the improvised report of Juan Pedro Tudela from Diversity Consulting. He noted that in this industry Lesbians are ahead of gay men,  they used to be leaders with ”Zero”, a referent during many years and “Oh my God!”, but both are extinct now. In his opinion they were too politicized and activist which is hard to combine with a robust advertising investment. And in the end, this is the basic income of any publication. Juan Pedro celebrated the focus and achievements of Mirales Magazine along with Magles the main representatives for the lesbian market in Spain, and therefore in Latin Amerca. As we cant forget that the only two boundaries of internet are language and censorship.

This topic along with the participation of another of our attendees, a lesbian lawyer who wanted to introduce LGBT inclusion in her international firm, took us to another interesting discussion.  The balance and boundaries between ACTIVISM  and BUSINESS, we mostly agree that they are different “animals”. We also mainly thought that activism is important and accounts for achievements in this area in Spain and is also responsible for one of the most inclusive and innovative legislation of the world. We concluded that the success in creating strategies with tactics that do not cannibalize one another is the key to success to develop best inclusion practices in all areas of the organizations, at the same time that we are able to exploit a new market full of opportunities. Finally we unanimously agreed that this initiative has to be developed from the top management.

In the end we do not have to forget that ieOut is a professional network developed within a Business School and its mission is to generate development by supporting entrepreneurial spirit within the frame of its values: entrepreneurship, diversity, humanities, and social responsibility.

La sexta edición del LGBT@WORK, organizada por ieOut tuvo lugar el pasado 22 de Noviembre. Como cada año, ieOut puso en práctica su misión, ser el referente en sensibilización dar a conocer las mejores prácticas de gestión de diversidad LGBT tanto en el entorno laboral como en el académico.

El tema principal de este año fue Carreras. Pero también nos centramos en el gran desconocido nicho de las mujeres lesbianas.  Vimos cómo a menudo la comunidad LGBT tiende a ser estereotipada e identificada sólo con un pequeño grupo que domina la imagen del hombre gay. Las mujeres son invisibles en las siglas LGBT, pero constituyen un target  importante e inexplorado por las compañías. Finalmente disfrutamos con el testimonio personal de María Pachón, la primera mujer transexual que forma parte del Ejército Español.  Una historia conmovedora de confianza en uno mismo, fuertes convicciones y fuerza de voluntad.

Ana Herranz, Directora de Educación de Carreras del IE, hizo  hincapié en la idea ya conocida por todos de los pasos a seguir cuando buscamos trabajo o deseamos cambiarnos a otro. Pero demasiadas veces  preferimos concentrar nuestros esfuerzos en la cantidad en lugar de seguir el procedimiento adecuado.

Subrayó lo que no hay que hacer, procedimiento que demasiado a menudo seguimos como autómatas.

• Recuperar nuestro último CV
• Ocupar un par de horas en actualizarlo con las últimas experiencias
• Elaborar una lista de compañías, headhunters y/u ofertas
• Enviar dicho CV  a todas ellas aunque la compatibilidad sea del 15%
• Esperar

Lo más habitual: recibir tres llamadas.

• La primera, totalmente errónea, incompatible con nuestros objetivos y nuestras necesidades.
• La segunda, y muy molesto para las personas que buscan un cambio de carrera, una oferta  para hacer lo que ya estamos haciendo.
• Finalmente una llamada interesante con un proceso que puede o no llegar a término.

¿Pero qué otra cosa podíamos esperar? Nuestro bjetivo con este procedimiento era “mandar tantos CV cómo fuera posible” Y por lo mismo estamos actuado como si vendiéramos una MATERIA PRIMA INDIFERENCIADA no una MARCA.  Nos estamos ´´vendiendo” sin conocer las necesidades y la cultura de nuestro “comprador” .Nos hemos concentrado en repetir nuestra pasado sin mencionar lo que podemos hacer, cuales son nuestras capacidades y potenciales para “ayudar” a esa empresa a lograr sus objetivos.

Pero hay un proceso “existoso” en el que revisar el CV es la última cosa que hay que hacer.  Consiste en conocer y definir nuestra individualidad, “vendiendo” exactamente el “producto” que tu cliente demanda, articulando una “oferta de valor” y personalizando tu oferta.  No lo olvides la próxima vez.

• Define tus ventajas competitivas
• Investiga sobre las necesidades de tu cliente
• Elabora tu propuesta de valor
• Construye tu red de contactos
• Personaliza tus herramientas para cada cliente

También tuvimos una fructífera discusión sobre las redes sociales tales como Linkedin, según Ana no existes en el mercado laboral si no estás en ellas. Recomendó entrar en grupos especializados de discusión de las diferentes experiencias y colectivos ya que las empresas , cada vez más empiezan a publicar sus ofertas exclusivamente en estos círculos tan exclusivos. También alertó sobre la importancia de ser coherente y consistente con los diferentes perfiles en las diferentes redes:¡¡¡¡ posiblemente nadie desearía que su posible futuro jefe le viera en las fotos de la última fiesta loca publicadas en su perfil de facebook!!!!¡ Y eso no significa que no tengamos derecho a divertirnos!

Finalmente hablamos de cómo la red debe construirse y cultivarse siempre, no sólo cuando vamos a buscar trabajo y que la regla de oro a la hora de construir contactos profesionales es “dar antes de pedir” .

Edson Hato, Head Global Sourcing Phillip Morris International Management SA hizo una perfecta adaptación de las recomendaciones de Ana para la comunidad LGBT añadiendo  valiosas pistas para ayudarnos a segmentar compañías. Nos dio una inspiradora sobre la importancia por identificar tu pasión, qué es lo que te emociona y no abandonarla en ningún paso que des. Hacer esto define tu identidad única (¡como por ejemplo conducir taxis los fines de semana!) que es lo único que te hará diferente del resto del montón.

Nos alertó sobre la diferencia entre aquellas compañías que contratan HABILIDADES y no están tan enfocadas al crecimiento personal de los equipos, frente a aquellas que buscan POTENCIAL, probablemente estas últimas no son las que pagan sueldos más altos pero te acompañan a lo largo de tu carrera y se preocupan por tu desarrollo personal y de que seas capaz de desplegar tu talento y potencial.

Por supuesto las compañías  que apuestan por los habilidades ya consolidadas compiten en un Mercado de demanda de talento y son conscientes de que deben pagar los salarios más altos. Sin embargo, muy a menudo están demasiado obsesionadas por recuperar su “inversión” a demasiado corto plazo y frecuentemente olvidan cuidar su talento

Las organizaciones que no son tan competitivas en el terreno salarial tienen que ser más imaginativa a la hora de adaptarse y dar cobertura a las especificidades de cada grupo y de personalizar sus servicios teniendo en cuenta sus necesidades. No es lo mismo contratar en la generación X o en la Y  o buscar talentos en áreas de demanda. Hay muchas barreras que deben salvar y ellos saben cómo hacerlo, esa es su fortaleza.

La personalización de tu propuesta  según Edson es la clave a la hora de competir en el mercado de talento entre pìlas de CVs indiferenciados. Nos dio pistas sobre cómo en ocasiones debido a la falta de tiempo se hacen búsquedas online por palabras de referencia entre todos los CVs que postulan. Palabras como “emprendedor” o “flexibilidad” han sido críticas a la hora de seleccionar un CV en diferentes procesos.

Maria Jesús Méndez, Emprendedora y Directora del grupo Mirales.

Cambió el tema y disertó sobre el nicho que constituyen las mujeres lesbianas. Nos ilustró sobre cómo el hecho de ser lesbiana no es simplemente el sentirse atraída hacia otras mujeres e introdujo algunos de los temas y demandas que habían inspirado la aparición de Mirales.

Al principio las lesbianas no saben lo que está ocurriendo, no pueden darle un nombre a lo que les está pasando. La falta de referentes y los estereotipos dificultan este proceso no solo a ellas mismas sino también a sus padres y a todo lo que las rodea. Alguno de estos estereotipos falsos y dañinos, a  menudo heredados de los hombres gays, como por ejemplo que son un colectivo con alto poder adquisitivo, se pueden considerar positivos. Sin embargo, y con mucha frecuencia las condenan a la maginación etiquetándolas como malas, insensibles o raras.

Cuando María Jesús llegó a España, desde Chile, su tierra natal, descubrió que, a pesar de su imagen innovadora e inclusiva se trataba de un país lleno de armarios, en las calles, en las empresas, incluso entre sus amigas y parejas.

Según ella, internet es una fuente inagotable de oportunidades y potencial, no sólo para conectar con otras mujeres lesbianas sino también para aprender y enseñar sobre la nueva cultura de la mujer lesbiana. También es un buen recurso para proporcionar nuevos referentes fuera de los ámbitos monopolizados por la series de televisión en los que las lesbianas siempre eran enfermas o delincuentes.

Maria Jesús se convirtió en emprendedora y creó el grupo Mirales para dar respuesta a esas demandas y oportunidades. Con la revista Mirales ofrecen una nueva línea editorial más álla de un portal de noticias que se hace eco de las noticias de otros portales. Ellas  son generadoras de opinión con sus propias entrevistas y reportajes que contribuyen muy positivamente a romper estereotipos  entre lesbianas y público en general, así como en crear nuevos referentes de entre ellas de lo que ella llama “la nueva mujer lesbiana” con autoderterminación y feliz de ser lo que es.

Con el Club Mirales ofrecen oportunidades de interacción al margen de la oferta nocturna, creando comunidades según los diferentes intereses, tales como música, deportes o arte. También ofrecen centros comerciales y oportunidades profesionales.

Finalmente, el grupo Mirales ha habierto una nueva division de negocio enfocada a consultoría e investigación sobre los temas más relevantes en lo que se refiere a tendencias, hábitos, ocio o trabajo para dar servicio a las organizaciones enfocadas a este nicho o para cualquier negocio en general.

Desde su primera edición el LGBT@WORK ha tratado de dar visibilidad a referentes LGBT  fuera de los sectores más cómodos para ellos tales como el mundo del cine o el teatro. En otras ediciones hemos tenidio el privilegio de contar con participantes de la talla de Jesús Encinar, CEO de idealista.com; Quique Sarasola, emprendedor y dueño de los hoteles Room mate; Juan Julia del grupo Axel; Mili Hernandez , emprendedora y dueña de  Berkana, Bernardo Hernandez de Google o el Juez de la Audiencia Nacional Fernando Grande Marlaska, en esta edición hemos podido contar con María Pachón, la primera mujer transexual que sirve en el Ejército Español.

María hizo un emotivo relato de su vida desde su más tierna infancia hasta su presente experiencia sirviendo en el Ejército dando testimonio de su  valentía, inteligencia emocional, y confianza en sí misma.

Para aquellos que no pudieron asistir o seguir el evento a través de la red María nos ha prestado su presentación aunque no queremos dejar de hacer una mención especial a las conclusiones finales. No hubiera sabido quien era si no hubiera tenido un REFERENTE.

• A mi me faltó INFORMACIÓN, yo no sabía por qué era diferente.
• Mis padres, por fin, me han ACEPTADO y sienten ORGULLO de mi tal como soy pero fue muy duro el RECHAZO de los que más me querían.
• Sin una larga lista de ALIADOS no lo hubiera conseguido.
• La NORMALIZACION fue sólo cuestión de UN PEQUEÑO GESTO.

Como cada año no solo hemos contado con un excelente panel de ponentes sino que también de un nutrido e interesado grupo de asistentes que se mostraron participativos aportando preguntas y opiniones muy relevantes.

Subrayaremos tres de ellas;  Surgió el dilema de cómo desarrollar el talento en estos momentos difíciles de crisis en los que no hay tanto dinero disponible para financiar  formación y otras fuentes de crecimiento profesional. Edson Hato, hizo recomendaciones sobre buscar el equilibrio apropiado entre “aprender mientras se hace” y “coaching  y mentoring sobre la marcha”

También tuvimos la oportunidad de revisar el sector de las revistas especializadas para el colectivo LGBT, contamos entonces con el informe improvisado de Juan Pedro Tudela de Diversity Consulting que nos ilustró sobre el tema, según él en este mercado las lesbianas van muy por delante de los hombres gay. Los hombres contaban con” Zero” , que fue el referente durante muchos años así como “Oh my God” ambas extintas en la actualidad, según Tudela no se trata de revistas de” life style” debido a su politización y activismo. Este hecho las hace difícilmente compatibles con una inversión robusta en publicidad. Que al fin y al cabo es la fuente mayoritaria  de de ingresos en cualquier publicación.  Las mujeres cuentan con Mirales y Magles Que representan los mejores exponentes del mercado para España y Latinoamérica ya que no hay que olvidar que las únicas fronteras que conoce internet son la lengua y la censura.

Este tema y una de las preguntas suscitadas entre el público, una abogada lesbiana que quería implementar políticas de inclusión LGBT en su firma, nos llevó al siguiente foco de discusión. El equilibrio y las fronteras entre ACTIVISMO y NEGOCIO, casi todos estuvimos de acuerdo en que son “animales” diferentes. Hubo unanimidad en reconocer los logros muy relevantes del activismo en España siendo responsable de una de las legislaciones más inclusivas e innovadoras del mundo. Pero concluimos que para el  éxito es crítico desarrollar estrategias que no canibalicen los mutuos intereses que aunque son distintos pueden ser complementarios. Desarrollando las mejores prácticas de inclusión LGBT en todas las áreas de la empresa a la vez que se explota un nuevo mercado lleno de oportunidades. Una conclusión final y unánime fue que sólo si se trata de una iniciativa que emana de la Dirección General podrá tener la coherencia necesaria para ser exitosa.

No debemos olvidar que al fin y al cabo ieOut es una red de profesionales nacida en el seno del IE, una escuela de negocios cuya misión es la de generar desarrollo estimulando el espíritu empresarial estimulando en sus estudiantes y demás colaboradores sus propios valores: emprendimiento, humanidades, diversidad y responsabilidad social.


sam 11 diciembre 2012 - 10:18

good blog.

[…] semanas, fui invitada a dar una charla sobre Estrategias Exitosas para Buscar Empleo, durante la 6ta edición de LGBT@Work, el evento anual de la red profesional ieOut de IE Business School, donde se comparten buenas […]

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