Longveld Engineering Ltd – and Cassie, Lianne, Huiroa, Debbie and Mamai

Longveld Engineering Ltd is a stainless steel fabrication specialist located in Hamilton.  It provides services in a range of industries including dairy, pharmaceutical, telecommunications, transport, energy, air conditioning and plumbing. 

The company was started in 1992, and now has 80 staff – 70 of whom are trade staff.  Longveld usually have between five and eight apprentices.  The company currently has one female apprentice – Cassie, who is an apprentice fitter and turner – a trade that is 99 percent male-dominated.

In August 2010, Longveld launched ‘Women in Welding’; a partnership with the Ministry of Social Development and Competenz (the Engineering Industry Training Organisation), to provide welding trade training and employment for Work and Income clients (in this case, DPB clients).  Longveld has employed four women as trainee production welders under this scheme. 

We interviewed Les Roa, the managing director, Cassie (apprentice fitter and turner), Lianne, Huiroa, Debbie and Mamai (trainee welders).  We also received input from Pam Roa, the executive director of Longveld.

The benefits of having tradeswomen working in the company

Les says having tradeswomen working for the company fits with the Longveld culture – which promotes diversity and respect as a matter of course. He says the top three benefits are:

1. mellowing of ‘gung-ho’ male attitude  
2. providing a competitive advantage   
3. improving communication skills

Les believes that “having a gender-diverse workforce takes the blokiness out of the workplace”.

Les says that there are economic as well as social benefits.

‘Yes it’s also about social responsibility, but there are economic benefits as well.  Diversity in our workforce improves productivity and customer satisfaction.’

PPam considers having women in the business has made Longveld a ‘more balanced and diverse workplace’. Pam also says that “the women we have show a fine eye for detail which suits our unique selling point”.

The benefits of being a tradeswoman

Cassie says the best thing about her job is the challenge: “actually having to use my brain, my mind and it’s physically challenging too”. She sets her sights high and aims to:

‘Work up the ladder. Finish my apprenticeship, then complete a business management course – eventually run my own business.”

Mamai, a trainee welder, values the skills she is gaining and the flexible hours Longveld offers: “We’ve got the skills [and] we’re home before the kids are”.

Debbie, another trainee welder appreciates the opportunity Longveld has given her: “Getting off the benefit - you know you’re going to end up somewhere”.

The Women in Welding team identified the top three benefits of working as tradeswomen for Longveld as pay, the family centred workplace of Longveld, and the atmosphere and sense of pride of working in a factory.

What works to attract and retain women in trades?

Cassie noticed the difference in attitude towards tradeswomen - between Longveld and other employers: “I’ve been to so many places and been turned down and Longveld are screaming out for women”.

Cassie says her ‘can do’ attitude helped get her through the door:

“It all depends on your attitude – sometimes you can be knocked down – but be persistent.”

“I was kind of pushed into the first job by a friend. ‘I thought, if I don’t get it I’m in the same place I was but if I do, it’s great’”.

Les says that business exposure attracts more women. Longveld also targeted a pool of people who want to work – be off the benefit (Women in Welding). Longveld also targets female students:

“We have held a 'Young Women in Engineering' event where girls from colleges such as Hamilton Girls come and see us and consider a career [in engineering’”.

The culture of diversity and respect works for everybody, not just women, says Les:

“We have a safe, nurturing environment.  Our culture creates a pleasant place to work for a diverse range of people.”

“The general environment has to be conducive to anyone to stay. There are opportunities for job sharing, pooling resources for childcare - making it even more flexible.”

Pam says that the company believes that “a diverse workplace is a healthy workplace”. Pam and Les want Longveld to be “representative of the world we live in, and we enjoy the challenge of making that happen”.  As part of its diversity strategy, Longveld have an objective that, by 2015, its trades staff will comprise 20 percent women. 

“One strategic objective is to have 20 percent of the workforce as women. The Women in Welding group came about when we came up with a plan and approached WINZ and MSD to see if it rang bells for them.”

Pam believes that having a group of women working together (as in the Women in Welding initiative) has ensured a level of support for each of the women.  This has made it easier for those women who are less confident, and means they are more likely to sta

What will work to get other employers taking on tradeswomen?

Les believes by promoting the economic benefits, other employers will start to see the benefits of employing tradeswomen:

‘We have a high profile with our business awards - we know that other employers are watching us and so we constantly push the importance of training female tradespeople’.

Message to employers who might consider taking on tradeswomen

‘You get a huge amount of joy seeing people grow and blossom’. (Les)

‘It’s competitive advantage, it’s financially beneficial and it feels great to do it’. (Les)

‘Stop being so segregated, so sexist. There’s a real opportunity for others to see that there are ladies out there who can do it.’ (Cassie)

‘Look after your workers and you’ll get more out of them’. (Lianne)

For more information visit www.longveld.com