The ads always seem to look the same. A crisp white button down shirt, a pleasant smile and a confident pose greet my eyes. The tagline is always reassuring with phrases like “invest in your future” or “be your own boss.” Yet somehow despite costly ads and good intentions, the delivery of recruiting and retaining females in the financial industry seem to be waning. How can this be in a time where it seems “female empowerment” is everywhere? How can large financial companies be missing the mark in such a vibrant time for women?

There are plenty of studies that emphasize to managers why recruiting and retaining women is good for business, yet much of the advice is opaque and creates more confusion than answers. It’s time for straight talk. Here are some easy ways to start creating a culture that is both “female friendly” and diverse while emphasizing a culture of intention. No diversity committee or task force required.

1. Mentors: I have heard this word many times. In my previous role as an industry recruiter, I can remember “mentoring and diversity” being continuously emphasized. If organically nurtured, both can produce dynamic growth; if haphazardly applied, can be disastrous to office culture. Female mentors are hard to identify as women are already underrepresented in the field. Rather than restrict mentoring to one sex, I believe there can be tremendous value in intentional paring of strengths-based male/female mentor relationships. Positive strengths-based mentoring may also serve to break down office silos where females can often feel left out. Mentorship will only be successful in environments where there is buy in from both parties. Sometimes mentor programs are hard to measure because much of the value is intangible and feelings based. That said, there are many ways we can create more measurable outcomes. For example, maybe the mentor agrees to introduce their mentee to two new people they do not know. Or maybe the pair agrees to a regular off site coffee meeting where the mentee can ask questions in a safe space. Some of the best negotiations advice I have received have been from male colleagues

2. Support Staff Vs. Advisor Hierarchy: According to a 2016 Oliver Wyman study, “Women make up more than two thirds of support staff in the average financial services organization…representation continues to falls as career level rises; only 37 percent are managers and 20 percent of women respectively make up executive rank.” This is an area where I see the traditional broker-dealer model seriously lagging. Emphasis is placed on the leading salesperson instead of recognizing the entire team.  The traditional secretary/assistant to advisor relationship further pushes stale gender stereotypes. Many successful teams today have female paraplanners, analysts and relationship managers who are bringing their unique perspective to the client experience. I am not suggesting that we not recognize top producing salespeople, rather to highlight the merits of the producer group or team as a whole.

3. The Old Boys’ Club: The financial industry is still very much an old boys’ club, which will take time to change. It starts with incremental steps. Thoughtful sales managers can see an increase in female participation and recruitment by better understanding the female advisor/support staff experience. For instance, having conferences at a more female-friendly venue sends a very different message. Successful young mothers may need access to lactation rooms during a meeting and mandatory golf outings are not a necessity (especially in today’s fast paced financial climate). I can distinctly remember a time when I was “excused” from the after-dinner cigar time where I missed the opportunity for a one-on-one conversation with the managing partner. Having candid conversations about maternity/paternity leave is another great talking point. Maybe your office doesn’t use flextime, but simply asking how you can support a female colleague during a transition in her life can create tremendous value. Women often wear many hats. Whether it be mom, wife, caregiver to elderly parents or the one who makes dinner every night. There are unique challenges and responsibilities women tackle. Recognizing and supporting women in these roles while also recognizing professional achievement is imperative to creating a female-friendly culture that doesn’t feel forced.

Recruiting and retaining female talent is not as complicated as we make it. Creating a diverse culture is not a question of it’s “the right thing to do” rather it’s a win-win for everyone. Growing the talent pool and capitalizing on the strengths of females is critical to the growth of our industry as a whole. Maya Angelou once said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” As managers, this is our most important lesson. It’s about having genuine intention around making your workplace a welcoming and open-minded space where everyone can thrive—who wouldn’t want that?

Nicole VanGorder is co-founder of Upstate Special Needs Planning, a firm specializing in life care planning for families who have loved ones with special needs.