Women in male-dominated industries have to prove themselves on a daily basis and often have to be excellent at what they do just to be judged "as good" as men.

This was the word from Roxanne Rivera, a noted American entrepreneur and author who spoke to Bermuda businesswomen earlier this month through the Centre for Leadership.

The organisation is committed to fostering professional opportunities for women in Bermuda through research, conferences and networking opportunities.

Mrs. Rivera is the author of 'There's No Crying in Business: How Women Can Succeed in Male-Dominated Industries'.

At the age of 26, she became the co-owner of a construction company a rare position for a female to be in.

Over the next two decades, despite challenges from male colleagues, and questions from customers about whether she was tough enough to do the job, she built the business until it was averaging $15 million in revenue a year.

"I wanted to be able to enter into a field that I knew I would be able to have a niche in," she said. "That was at a time in the construction industry when there were more men than women working in it. I wanted to be an entrepreneur, and I felt that construction was an area I could excel in."

She had always had an interest in it, and wanted to know what it would feel like to win a big contract. She found it fascinating.

Approximately 50 women from different segments of the business world attended her lecture in Bermuda.

"There were women from insurance and accounting, and women from industrial backgrounds," said Kendaree Burgess, Centre for Leadership secretary. "There were women who worked independently, and women who were in positions ranging from senior to entry-level. We even had some women who were in art."

Mrs. Rivera's talk focused on the challenges that women face in male-dominated industries, especially in terms of communication and setting boundaries.

Rather than repress their emotions, successful women make their emotions work for them, she said.

"As women, we are generally more emotional than men which is a good thing," she said. "There are a lot of characteristics that we bring to the table that are different from men, but we have to realise that those characteristics really can serve women well in any male-dominated industry.

"Women tend to be multi-taskers. We tend to be empathetic, and able to gain consensus and build teams. We are able to maybe better sense how another person feels and build relationships. Especially in this economy, those characteristics are a value and we need to recognise that, and recognise that what we bring to the table is just as good as men."

She continued: "There is still the glass ceiling that exists. Although it is cracked, women still face quite a few challenges. Quite frankly, at least in the United States. the current economic conditions have actually helped women. Typically, men make more money than women. Therefore, [for companies to save money] the higher level men are being let go and the company is depending more on women. Women are coming through. They are able to prove themselves a lot easier. "

Some women are finding it easier than men to deal with the changing economic times because women tend to be more resilient, she added.

"We have always had to go with the flow, and accept the situation," she said. "Men are a little more tied into their identity and social position."

Ms Burgess said what the Centre for Leadership wanted from the talk was to start a dialogue within the business community.

"Everybody at the lecture expressed interest in being able to continue the dialogue," she said. "I feel that there are so many women who are so talented; they have so much to offer."

Jenny Smatt-Adkins, Centre for Leadership treasurer, said it was clear from feedback at the lecture that many women in Bermuda were struggling to balance work and home.

"There has been much dialogue around mixing career goals with raising a family," she said. "One of the key messages is for women to be conscious and aware and continue to ask the questions and push the envelope. It is possible to have flexibility in the workplace, but it doesn't mean a free pass on results.

"The way in which that gets done can be achieved in a number of different ways. Women are looking for examples and stories of role models from other women who have made that work and are seeking direction."

Mrs. Rivera said it was her first time visiting Bermuda, but it was pretty clear from the feedback that women here have challenges working in male-dominated businesses, just as they do anywhere else.

"Mrs. Rivera's book is not about male bashing, it is about the unconscious bias that exists, among other things," said Mrs. Smatt-Adkins. "Often times there is not an awareness of what is taking place. Men might say 'why don't women simply ask?', but there may be many reasons why they don't.

"It is important that leadership ask the questions of women, and observe if they are progressing. What does the management team and the succession pool look like? Who is being chosen for projects? That is where the future of Bermuda is. Many boards do not have women, or [have] very few women on them. If you look at it from that level we would like to see a future Bermuda where, on boards and at executive level, there are more women who are making a meaningful contribution."

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