Perfis de lideranças digitais femininas

Abstract

The formal world of work has always been seen as an exclusively male space. However, in the last decades, this space is changing and women are acquiring more emphasis, assuming leadership positions and developing their careers. Since women began to play a growing and influential role in leadership, understanding their unique contributions is fundamental. It is essential to understand how gender influences achievements, especially for those in leadership positions, mostly in the style of digital leadership. The transformational leadership style that stands out within digital leadership, incorporates many of the characteristics that are associated with women in leadership positions. In this context, the problem that is sought to answer in this work is: what characteristics can be identified and attributed to female leadership, analyzing profiles of women who stood out in digital leadership? For the choice of the research subjects, an analytical survey of the main women in leadership positions in the digital media was carried out, with prominence in the main media, websites in the digital segment and with more than one million followers on their social medias. The results of the analysis show that the digital leader must associate multiple competencies, as well as the ability to motivate others and the ability to think and act in an entrepreneurial way, in addition to communication skills, behavior, creativity and competence, since these skills they are significantly positively correlated with the ability to deal with various challenges related to digitalization and are widely associated with the female leadership profile.