Today’s workplaces are more age-diverse than at any point in modern history. For financial institutions focused on inclusive growth, this generational breadth is both a strategic opportunity and a real leadership challenge.
At the Financial Alliance for Women’s All Stars Academy in Amman, Jordan, and in a recent Employee Value Proposition (EVP) Task Force session, members shared four key lessons from how they are designing EVPs that attract, engage, and retain talent across generations while keeping gender inclusion at their heart.
1. Take a life-stages approach to the Employee Value Proposition:
The most important shift many members are making is moving away from a uniform employee value proposition towards a life-stage approach––much like they have successfully done in their external Women’s Markets propositions. As Faria Shahid, Head of Affluent Segments at HBL Pakistan, put it, inclusion is not just about age itself; it’s about the big life moments when employees’ needs shift. In their early careers, women are often looking for growth and autonomy; while in the middle and later careers, they may be looking for flexibility, continuity, and/or leadership opportunities.
At HBL, this approach has resulted in structured return-to-work programs for mothers, childcare support allowances, recently introduced paternal leave, and well-being platforms for employees seeking sustained long-term careers. Through these and other levers, HBL has reached 29 percent women in its Executive Management and 70 percent women in its leadership talent pipeline.
“We’ve redesigned our EVP around life realities rather than age categories. Careers can pause and restart without being penalized — and that’s worked out really well for us.” — Faria Shahid, Head of Affluent Segments, HBL Pakistan
2. Break age and gender stereotypes through internal communications:
Policies must be socialized and championed through internal communications to build the buy in.
Bank al Etihad in Jordan has championed gender inclusion through an internal ambassador program. Ambassadors undergo gender-sensitivity training and are selected for influence and credibility rather than title, ensuring both men and women carry the message across every department. This strategy originated in Westpac and has been adopted widely across Alliance members.
AXA’s internal campaign “Daring Is Ageless” showcased colleagues who defied generational expectations: a woman who relocated internationally just after returning from maternity leave; a near-retirement employee who undertook entirely new training and moved to a new country.
“As a former HR person, I heard things like, ‘Oh, she just had a baby. She’s not going to be mobile’, countless times. Our campaign focuses on the counter example to the stereotype assigned to a person based on their age and gender. For example, the new mother who joined and moved to a different country office and is having a fantastic career there.” — Marine Palies, Group Head of I&D, AXA
3. Recognition and sense of purpose are key for employees of all ages:
A common misconception is that different generations have vastly different motivations for their work. The experience of Alliance members suggests otherwise. Pablo David Groeger, General Manager of ProCredit Academy, argues that the fundamentals are largely shared: across ages, employees are seeking recognition and a sense of purpose from their jobs. ProCredit has found that creating flexible pathways to leadership that reward deep expertise, instead of assuming that everyone wants to be in management, allows it to retain top performers in roles that suit them. Core motivations have not changed:
“Being successful at what one does, doing something that matters, and being recognized, not only through compensation. These core motivations connect people across different ages.” — Pablo David Groeger, General Manager, ProCredit Academy
4. Flexible work arrangements (for all) help attract and retain women:
Members shared that policies framed as gender-neutral tend to be more effective at advancing women than those designed explicitly for them. At Bank al Etihad for example, flexible working hours were offered to all employees, helping to avoid potential backlash; but the flexibility has been particularly attractive to women employees. According to Maha AlShurafa, Senior Director of Organizational Development & Talent Management, flexible work hours were a key differentiator that helped the bank recruit young women in STEM and reach 50 percent female representation in its IT group.
AXA’s Marine Palies echoed this approach. The bank extends parental leave both the primary caregiver and the co-parent––regardless of gender––and is modernizing its recognition of evolving family structures, including the “sandwich generation” caring simultaneously for children and aging parents. She noted that younger men are also seeking flexibility in growing numbers, which creates a broader coalition for culture change. Flexibility is no longer considered a perk for younger workers; it has become a baseline expectation.
“Flexibility is not just to take care of your kids — it’s also to enjoy time with loved ones or to go to a medical appointment in the morning.”— Marine Palies, Group Head of I&D, AXA
The Bottom Line: Age and gender diversity are competitive advantages
The experiences shared at the All-Stars Academy and EVP Task Force make clear that managing a multi-generational workforce is a strategic imperative. Designing EVPs around life realities, offering employees a sense of purpose and recognition, and extending inclusive benefits to all that need it are key.
The Alliance convenes HR professionals and Women’s Markets Program (WMP) personnel from its members once a quarter to discuss latest gender DEI workforce strategies and highlight synergies between the EVP and Women’s Markets Programs (WMPs) strategies. In 2026 the sessions are:
-
-
Smart Workplaces: Leveraging HR Tech & Al to Strengthen Your EVP on March 26
-
Back to Basics: The Foundations of a High-Impact DEI Strategy on May 13
- Designing for Belonging: Neurodiversity & the Future of Inclusive Workplaces on October 1
-
If you are a member and would like to register for the EVP Taskforce contact: info@financialallianceforwomen.org
