Sponsorship is a powerful tool to close leadership diversity gaps. Here’s why it matters and how it works:
- Leadership lacks diversity: Only 1% of Fortune 500 CEOs are people of color, and women hold just 29% of C-suite positions – with women of color at 7%.
- Diverse leadership drives results: Companies with diverse teams see 19% more revenue from innovation and are 70% more likely to enter new markets.
- Sponsorship works: Employees with sponsors earn 11.6% more and have higher promotion rates. Yet, only 23% of employees have sponsors, with stark disparities – just 5% of Black employees compared to 20% of White employees.
Unlike mentorship, sponsorship involves senior leaders actively advocating for talent, creating opportunities for underrepresented groups to advance. Programs like Cisco‘s and Hilton‘s show measurable success, proving that structured sponsorship can reshape leadership pipelines. Want to see results? Start with clear goals, intentional sponsor-sponsee matches, and continuous tracking.
Want the details? Keep reading for actionable steps and program examples to build diverse leadership through sponsorship.
Sponsorship’s Role in Building Diverse Leadership
What Sponsorship Means
Sponsorship goes beyond mentorship – it’s about senior leaders actively advocating for rising talent and using their influence to create real opportunities. Megan Cohill, director of strategic technology solutions at TEKsystems, puts it this way:
"I define a sponsor as someone who has power and influence, and who speaks on your behalf when you’re not in the room"
Research shows that employees with sponsors tend to advance faster and feel more satisfied with their careers compared to those without sponsorship. This is especially impactful for underrepresented groups. For instance, Black managers experience significantly higher promotion rates when they have sponsors .
Differences Between Sponsors and Mentors
Though both mentorship and sponsorship help professionals grow, they serve very different purposes:
| Aspect | Mentorship | Sponsorship |
|---|---|---|
| Focus | Offers advice and guidance | Advocates and promotes |
| Dynamic | Shares knowledge | Leverages influence |
| Role | Helps solve challenges | Opens doors for advancement |
| Impact | Boosts management representation by 9-24% | Increases promotion rates by 19-23% |
Pooja Jain-Link, executive vice president at the Center for Talent Innovation, explains the dynamic:
"Sponsorship is a two-way relationship between a senior leader and a protégée that’s based on advocacy and performance; the sponsor is helping the protégée get noticed, while that person is doing the work and ‘repaying’ them by performance and their actions"
How Sponsorship Helps Diverse Talent
Sponsorship can completely change career paths for individuals from underrepresented groups who often face systemic challenges:
- Black employees with sponsors are 60% less likely to leave their jobs within a year .
- Professionals of color in high-earning roles report 65% higher job satisfaction when sponsored .
- Women with sponsors experience 19% higher satisfaction with their career progress .
A real-world example of sponsorship’s impact comes from Cisco’s Social Justice Beliefs and 12 Actions initiative. With a $300 million investment in diverse talent pipelines, Cisco achieved:
- A 73% increase in Black employee representation at entry-level through manager roles.
- A 103% increase at the director level.
- A 240% increase in vice president and higher positions .
Sponsorship doesn’t just benefit the protégées – it helps sponsors too. Among sponsors, 66% report better project outcomes, and 87% say they feel more engaged at work . This creates a positive cycle where diverse leadership inspires more diverse leadership, gradually reshaping organizational culture and making sponsorship programs an essential part of leadership development.
Building Strong Sponsorship Programs
Setting and Measuring Goals
For sponsorship programs to succeed, organizations need to set clear, measurable objectives right from the start. These goals should connect directly to outcomes in leadership and diversity. Take Deutsche Bank‘s Accomplished Top Leaders Advancement Strategy (ATLAS) as an example – it led to 45% of its women participants stepping into new or expanded roles .
To track progress effectively, focus on key performance indicators (KPIs) that measure both short- and long-term impact:
| Metric Type | What to Measure | Target Goals |
|---|---|---|
| Career Progress | Promotion rates, role changes | 2:1 ROI on program investment |
| Engagement | Retention rates, satisfaction | Better customer retention |
| Leadership Pipeline | Demographics at each level | Broader diverse representation |
| Program Impact | Brand perception, value | Stronger leadership effectiveness |
Once goals are defined, the next step is ensuring effective sponsor-sponsee matches.
Matching Sponsors with Sponsees
The magic of sponsorship programs lies in creating meaningful connections between sponsors and sponsees. To avoid perpetuating biases, organizations need structured, intentional matching processes that go beyond casual networking .
A great example is PwC‘s Connection Central program. By leveraging automated introduction algorithms, PwC facilitated connections across all its locations and business units. Impressively, their CEO became the program’s most active participant .
Program Tracking and Feedback
Strong sponsorship programs thrive on continuous tracking and feedback. Here’s how to maintain their effectiveness:
- Engagement Metrics: Monitor participation levels, meeting frequency, and interaction quality through regular surveys. This helps identify and address issues early.
- Career Development Indicators: Keep an eye on measurable outcomes like promotions, expanded roles, and new project opportunities. These results showcase the program’s impact and return on investment.
- Program Health Measures: Evaluate the quality of sponsor-sponsee relationships and track metrics like brand awareness, participant engagement, and perceived value .
When it comes to diversity, executive sponsorship should become a priority
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Examples of Effective Sponsorship Programs
Some sponsorship programs have shown measurable progress in promoting leadership diversity. Here are two examples that highlight how structured initiatives can support diverse leadership development.
Point B‘s BIPOC Leadership Program
Point B offers a year-long BIPOC Leadership Program (with an optional second year) designed for emerging BIPOC leaders. The program blends professional development webinars with small-group mentorship sessions. Webinars cover topics like institutional operations, senior administration skills, and equitable practices, while mentorship groups focus on building peer connections and discussing leadership pathways .
Program Highlights:
| Program Component | Features | Focus Areas |
|---|---|---|
| Monthly Webinars | Topics include institutional operations and equity | Leadership skill development |
| Mentorship Groups | Peer connections and leadership discussions | Networking and guidance |
This structured model is different from other approaches, such as Hilton Worldwide’s executive sponsorship program.
Hilton Worldwide’s Senior Leadership Initiative
Hilton Worldwide takes a corporate-focused approach with its Senior Leadership Initiative, aimed at increasing diversity in executive roles. By creating clear development pathways, the program has successfully boosted diverse representation in senior leadership by 47% within its first two years. This example highlights how corporate sponsorship programs can directly impact leadership diversity at the highest levels.
Starting a Sponsorship Program
Building a successful sponsorship program requires a clear plan that aligns with diversity goals and delivers measurable results. The foundation lies in designing a structured program that fits seamlessly into your overall talent strategy.
Creating Program Structure
A sponsorship program should work hand-in-hand with your existing career development and talent initiatives. It should aim to boost employee engagement and create opportunities for diverse talent to grow within the organization.
| Program Component | Key Elements | Purpose |
|---|---|---|
| Framework Design | Selection criteria, roles, timelines | Establishes clarity and structure |
| Training Materials | Sponsor guidelines, conversation frameworks | Supports productive relationships |
| Support Tools | Matching algorithms, progress tracking | Minimizes bias and measures success |
Matching sponsors and sponsees with aligned goals is critical to building trust. This structured approach addresses gaps that broader strategies might overlook. Kristen Howe, Chief Product Officer at Linkage, emphasizes:
"You’re going to need someone with influence and power to promote this program and keep you on track. You want this champion to make this idea of sponsorship a core leadership value, so it’s not a side project that executives are working on, but a core piece of the executive’s job" .
Getting Executive Support
Research shows that employees with sponsors earn more, and managers who sponsor are 53% more likely to be promoted . To gain executive backing, tie the sponsorship program to organizational priorities:
- Link sponsorship efforts to financial and operational goals.
- Use assessments to identify diversity-related opportunities.
- Tie executive bonuses to the program’s success to ensure accountability.
PwC’s "Connection Central" program is a great example. Their CEO became the program’s most active advocate, demonstrating how executive commitment can drive adoption .
Measuring and Improving Results
Once the program is in place, tracking outcomes is key to refining and improving its impact. Data shows only 23% of employees report having a sponsor, with just 5% of Black employees having sponsors compared to 20% of White employees .
Focus on these metrics to measure success:
- Participation rates among underrepresented groups
- Growth in senior leadership diversity
- Internal mobility for participants
- Satisfaction levels for both sponsors and sponsees
Use tools like surveys and automated dashboards to monitor progress and gather feedback. Adjustments should focus on fostering strong sponsor-sponsee relationships and providing continuous support to help diverse talent advance in their careers.
Conclusion: Next Steps for Sponsorship Success
Key Insights
Sponsorship programs can significantly influence leadership diversity and employee advancement. Sponsored employees, for instance, earn 11.6% more than their peers . However, there’s a glaring gap in sponsorship opportunities: while 23% of employees have sponsors, only 5% of Black employees are sponsored compared to 20% of White employees . This highlights the need for deliberate program design and consistent follow-through.
Companies like Cisco showcase how impactful sponsorship can be. With its Social Justice Beliefs program and a $300 million investment, Cisco saw a 73% increase in Black representation from entry-level to manager roles and a 240% rise at the vice president level and above . These results emphasize the undeniable potential of structured sponsorship programs.
| Outcome | Impact |
|---|---|
| Growth in Representation | 9-24% increase among underrepresented groups |
| Career Progression | 53% higher promotion rates for sponsors |
| Organizational Success | Enhanced performance metrics |
Leaders can amplify these outcomes by engaging with specialized networking communities.
How CEO Hangout Fits In
Executive networks like CEO Hangout can elevate sponsorship efforts. By connecting leaders to best practices and real-world examples, these platforms provide actionable strategies and foster collaboration. Members gain access to proven methods for building impactful sponsorship initiatives.
"Sponsorship is a two-way street. In order for a sponsorship program to be truly successful, it’s imperative that sponsees come to the table with a clear vision of what they want out of the program and what they can offer the relationship." – Deborah Munster, VP of People, Operations, and Culture at Seramount
Building diverse leadership through sponsorship requires long-term commitment, clear goals, and regular assessments. By integrating these principles and utilizing professional networks, organizations can create inclusive leadership teams that drive progress and success.