How we’re making sure Vodafone’s inclusive for all our customers and employees

I recently celebrated my 20th year at Vodafone Ireland - ten in Consumer and ten in the Vodafone Business Unit (VBU). I have had a great variety of roles spanning from channel management, to Retail Brand Manager, to a segment role - all interesting.

I also took on another role at Vodafone in 2019. I founded our DiverseAbility network - a volunteer team of Vodafone employees who share a passion for inclusion - with the objective of launching autism-friendly sensory hours in our stores across Ireland. The network has since grown and in the last few years we have been developing more initiatives, like the ‘Caring For Vulnerable Others’ policy, and making our retail stores ‘Just A Minute (JAM)’ card-friendly.

Autism inclusion

My inspiration for all of it has been my son Daniel. Daniel was diagnosed with autism when he was four, and my role became more than a mother after that. I fought for what he needed - school places, therapies and the opportunity for inclusion in all areas. It was this that made me consider colleagues, customers and communities, and how we could make changes that help people dealing with similar things. I want to make a difference.

Vodafone was the first network in Ireland to introduce autism-friendly retail hours. We launched it across all our outlets here in March 2020. The programme was created in partnership with AsIAm, a not-for-profit charity organisation that empowers the autism community in Ireland, educates about autism, and advocates for the community’s concerns.

The hours are every Wednesday between 9-11am. There is reduced noise, priority seating, and appointments. We receive regular positive feedback, including from older customers who have welcomed it as well as the store is quieter and feels calmer. In addition, Vodafone developed a training module for staff in conjunction with AsIAm. It educates them about autism and gives them the tools and knowledge to meaningfully include people with autism on a day-to-day basis. We have evolved it further by having a sensory workshop at Vodafone HQ, so that all staff can experience a day in the life of an autistic person, and we give retail staff specific training on a range of other disabilities too.

We now have quiet spaces at our head office as well. We have a quiet area and also a quiet floor with no calls or meetings, and reduced lighting.

Caring for vulnerable others

We have some amazing policies at Vodafone but for someone like me, a parent of a child with special needs, I believed we could do more. I wanted to design a workplace policy that supports Vodafone employees through all stages of life, including those times when you are playing a principal role in caring for a vulnerable loved one, be it a child, parent, close friend, or neighbour. This sets it apart from the caring policies for family members only that other companies offer. Vodafone employees caring for any vulnerable person get an additional ten days paid leave.

The policy has supported many employees since it launched in May 2023, who have stated that this is a game-changer for them. It has made a massive difference to me and my family. While Daniel was diagnosed at the age of four, the therapies required for him are ongoing, including intensive occupational and speech therapy which generally take place during the working week. This gives me the flexibility to choose therapy slots that suit Daniel and not the other way round.

I had full support from Vodafone creating the policy. I always do. That’s what makes working on these initiatives so enjoyable. It’s great to have the support and belief.

What else can we do?

Hearing first-hand the stories of how this support has impacted and benefited many colleagues has truly been heartwarming. I have also heard from other companies who are interested in launching something similar in their organisation. I'm really proud and delighted that we were first to launch this support and really hope that others will follow in the near future.

We are just about to launch our JAM card initiative across our retail stores, becoming the first telecom company in Ireland to commit all its retail staff to the global ‘Just A Minute’ movement. Showing a retail member a JAM Card is a simple and discreet non-verbal way for people with a hidden disability or communication barrier to let others know they need a little extra time and support. This helps raise awareness of hidden disabilities and opens up the space for better engagement with colleagues and customers.

Our plan is to continue with staff awareness training and look at enhancements to our care channels to see what else we can do to ensure that everything about Vodafone is inclusive. I would love to get the opportunity to share and hear stories of what other OpCos are doing - we can all share ideas and get more initiatives launched!