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The Monthly SWE Newsletter
December 2014
SWE News

The Allure and Attraction of a Brand’s Essence

Companies will often market a brand based on functional elements or benefits, instead of aiming their branding at the emotional level of the member or customer. This brings to mind the question, which method is more effective?

The answer is neither. The answer is both. Emotional connections run much deeper than functional ones. When you create an emotional connection with your buyer you enhance their potential to see more value in you, as well as the notion that your organization is more effective than competitors. But people buy based on functionality as well. Is your product good? Does it do or provide what you say it will? Great brands achieve a balance between emotion and function that strikes the right chord with the target audience. A good example is the iPhone. The functional aspect of this product is its performance and its features. Definitely important, but not all together defendable. Others can create a phone with similar performance and features. It is the emotional connection that takes it up a notch. "Now I have the latest iPhone; now I'm cool, I'm a techie, I'm a trend setter." Apple has done a phenomenal job of branding on both levels.

So how does SWE fit into all this? And how do we achieve the right brand essence for SWE? One way is to analyze how women engineers feel about SWE. In this issue, we thought it would be fun to share what women engineers said when asked “if SWE were a woman, how would you describe her?" Using the hundreds of responses we received, we created a word cloud. The larger the word in the cloud the more times it was mentioned. The results are pretty interesting. Thoughts or comments? Please share them with us.

SWE Members Talk College Minors, Double Majors and Making the Most of College

It's been a great month for discussion on SWE's social media channels. An especially informative conversation took place last month on Facebook when Amanda B. came to SWE looking for advice: "I am starting my Engineering degree this year (Electrical or Biomedical, I'm not 100% sure yet) and I was looking for advice on minors or possibly a double major that would be beneficial." Check out a sampling of the best responses below:

"I'm of two minds ... most engineering degrees that I've seen are simply a class away from a math minor. However, I think many people view minors as something you would do as a hobby, but not as a career, to balance out the major. So something in the humanities, or art/music, or whatever you fancy. As far as double-majors, with one of them being an engineering discipline, all I can say is that I admire that kind of ambition! I know engineers who didn't even take a minor because the engineering workload was so demanding." - Brandy P.

"I got my German minor and just graduated with my Mechanical Engineering degree. Being able to speak German made me stand out with companies. Also gives you a chance to work internationally. Honestly whatever you decide to do, get involved in an organization and enjoy your college years." - Christina B.

"Communications Studies. Not hard, but complements the engineering degree very nicely and shows employers you have those communication skills." - Janice M.

"Instead of loading up on extra classes, take the bare minimum you can and spend that time pursuing independent projects and research. Grades and classes are much less important than what you will learn (and get to talk about at interviews and in grant/grad school applications) from your projects." - Anna C.

"It depends on what you want to do with your career. A double technical degree has lots of benefit in R&D ... A double/minor in international finance or a foreign language is great if you want to work for a company with international work opportunities. If you like to write, a double/minor in a Humanities area will make you a first choice for proposal writing and marketing teams. All are great options! Do what YOU like and study hard and you'll find a job whatever you study—even with 'just' one engineering degree." - Elizabeth M.

"Some minors that might be useful include: Computer Science, Math, Bio, Physics, Chemistry, etc. I found in EE it was really valuable to program but it is also always useful to have a background that will allow you to bridge the gap between the sciences if you ever need to for work - I'd take as many classes from these different disciplines as possible!" - Genevieve K.

"Mainly something that interests you. College is about making connections and finding what you love. No one will ever ask your minor. Use your time to explore yourself. A few years in after you start your job you will be learning and coding all new things. Get started on the journey of loving learning now and improve your chances of finding a career you love. Writing and communication are critical in the work force. But being happy is most critical." - Dan M.

"I loved getting a minor in women's studies because it was perfect counterpoint for my engineering program: small classes of mostly female students that focused on discussion and writing!" - Angela H.

The whole thread is a great collection of advice for any collegiate member who's interested in double majoring or has questions about which minor to pursue. Be sure to check out some of the other great discussions that have gone on at SWE's Facebook, Twitter and Linkedin pages and be sure to add your voice to our next one.

Change to Governance Documents

SWE recently changed the name of our Governance Documents resources web page to SWE Resources. The change is to better reflect what is available on this page and what is provided in the referenced folders. SWE Resources are located in the Membership menu after logging into

SWE Members Discuss Past Internships

Last month, members got together to discuss their past internships when they were asked "What's the most important lesson you learned as an intern?"

"I changed my major after an internship!" - Chantee Z.

"Have a 'can do' attitude and learn how to ask good questions. Don't wear anything you like wearing out to a club." - Kate D.

"Keep asking questions until you know exactly what needs to be done." - Jen S.

"To listen closely and ask clarifying questions. And to pay attention to how long the people around me have worked at the company and how happy they are there." - Heather P.

"Impress the right people and make connections. Chose internship where you are the only one and not many of your kind." - Olga J.

"Most important lesson ... figuring out what I did not like." - Kristina K.

"Communications is key; regardless of what level. Be a good listener. Be resourceful and humble. It's not about what you know, it's about how you learn and apply new ideas/concepts; work on/in a team." - Brianna M.

"How to ask for help." - Amy L.

"Try everything you possibly can. How you apply what you've learned is not always exactly as you learned it in school." - Rachael K.

Gywnne Shotwell and Carla Boragno to Deliver Keynote Speeches at WE14

The keynote speakers for WE14 have been officially announced. SpaceX President and COO Gywynne Shotwell will officially kick off SWE with the opening keynote speech, while Genetech's Site Services Vice President Carla Boragno will bring the weekend to a close with the Celebrate SWE! keynote.

Shotwell has accumulated numerous accolades over the course of her career, including recently being named as one of the most influential women in the tech industry by Elle. She originally joined SpaceX in 2002 as its seventh employee. Today, she manages the day-to-day operations of the $5 billion enterprise, overseeing 3,000 employees as they work towards breaking exciting new barriers in space exploration and technology. SWE FY15 President Elizabeth Bierman will join Shotwell during her keynote, which will be presented in a fireside chat format. Together, they will discuss the state of women in engineering, the importance of a healthy work-life balance and the ins and outs of working in the aerospace industry, offering valuable advice for women in engineering at all stages of their careers.

Boragno manages the real estate portfolio, physical infrastructure and key workplace services for Genetech's South San Francisco campus, which consists of roughly 9,000 employees across 180 acres. Their work in development, manufacturing, marketing and administration contributes to Genetech's groundbreaking advancements in diverse areas of biotechnology research.

Registration for WE14 is available now. Tickets for both the opening keynote and Celebrate SWE! must be purchased in addition to registration. For more information, visit

How Much Is that Brand in the Window?

“Our ability to grow, adapt to future challenges, and influence the global technology community is directly linked to the intrinsic and monetary value of the IEEE brand—currently estimated at over one billion US dollars.”
—IEEE Brand Principles

The reference above is pretty revealing about one leading organization’s view of and value placed on its overall brand.  IEEE – with more than 400,000 members worldwide – believes their brand is so important that they have published a brand principles document for the organization.

Many leading brand experts will place the value of a brand at around one third of overall shareholder (or stakeholder) value. According to Interbrand, a leading branding firm for large consumer companies, “even non-profit organizations have started embracing the brand as a key asset for obtaining donations, sponsorships and volunteers.” Beyond those important goals, SWE is moving toward an increased impact in its advocacy efforts. Being able to “influence” or advocate for the inclusion and success of women in engineering and technology is, as in IEEE’s case, directly linked to the value of the SWE brand.

Brand value (intrinsic or monetary) is built over time. It is continually nurtured and managed to ensure it remains relevant and powerful – just as industries, technologies and companies change to remain relevant. And a valuable brand is a consistent brand; according to IEEE, “brand consistency builds trust.” Trust is built because your members and prospective members base their trust on the experience they have with you. These experiences could include attending a WE conference, participating in your local section, speaking with a staff member at SWE Headquarters or even reading this issue of All Together.  A well-managed, valuable brand will provide members, prospective members or the general public with a quality, consistent experience each and every time they encounter SWE’s brand.

So how much is that brand in the window? Perhaps the right question is “how valuable is that brand in the window?” In SWE’s case increasing the value of the SWE brand is crucial for continued growth and impact. Greater value means more influence and that’s how we will support, attract, retain and inspire women in engineering and technology around the world.

SWE is Searching for WE14 Conference Volunteers

There is no better way to experience teamwork in action and help drive the success of the WE14 conference. And you can earn 50% registration credit!

Signing up is easy – simply fill out the information form.

*Note: You will receive confirmation shortly after signup and a confirmation of assignment in August. Volunteer positions are limited and filled in order of request.

Summary of the Latest Board of Directors Meeting

This month, the summary is for the BOD 4 meeting June 6 - 7, 2014 in Chicago, IL.

Preliminary Results From Branding Survey
The branding survey was still active at this time, but it was interesting to learn some preliminary trends coming out of the survey.

D & I Discussion

  • Training planned, D&I modules – to be released in October.
  • The training will help sections that are struggling with increasing D&I. What D&I is will be defined. Identify help with what the sections can actually do.
  • SWE needs D&I experts to help train our members on the subject. Brainstormed on ways to find these experts. Who are the experts?
  • Need to Modify the Section Vitality Scorecard to identify gaps, and work with sections that reach out for help.
  • Board Sponsors for the affinity groups were identified.

P&S Gap Assessment From Curriculum Committee
The curriculum committee FY14 goal was “Identify and document current gaps in portfolio, tools, methods of delivery, processes, and any other gaps. Prioritize gaps based on need and identify the top 10.” Jessica Rannow, Director of Professional Excellence, went over the results. Gaps in the methods for how Professional Development Training is given were identified in addition to curriculum gaps.

Advocacy Advisory Board (AAB) Recommendations
Mary Perkinson summarized a large amount of data that was discussed by the AAB. Mary was asked to have the AAB review this information and come up with the Top 10 Advocacy issues.

International Update
Karen Horting and Brooke Switzer spoke about the initiatives that are going on internationally. These include:

  • Status on the Affiliate, Ambassadors, and website.
  • SWE held three Corporate Roundtable Discussions: Frankfurt, Pune, Bangalore. Results of these meetings were discussed.
  • International Strategy: Prioritization of SWE countries, FY15 initiatives.

Globalization Advisory Board (GAB) Recommendations

Jonna Gerken reported the GAB FY14 recommendations. What is the GAB? Make recommendations to the BOD for ways to improve our ability to attract, retain, and grow globally. The GAB was created to directly support the FY13 goal: Propose options for alternate Society governance structures.

The GAB is composed of 8-10 members from various member segments and a variety of SWE experience. The group split into 3 Subteams: Benchmarking, Voice of the Customer, and Brainstorming. Information was gathered two ways: at WE13, and through a survey to the Council of Engineering and Scientific Society Executives (CESSE). A summary of the survey concluded. ”It will take time!” There are as many models as there were respondents.
GAB recommends these next steps:

  • Monitor first year of international affiliates and ambassadors.
  • Continue to work in parallel on related items; prepare for future changes.
  • Focus on “How Do We Make the Best Use of our Volunteer Resources?”

Pre-college Initiatives
This is a program that was developed through a joint effort with the outreach and membership committees. K-12 clubs affiliated with SWE. The program directly supports Strategic Goals #2 and #3.

Hall of Fame Update
Recognition of women in engineering past and present, details are currently in the works.

Colleen Layman Begins Tenure as President-Elect

The Society of Women Engineers is honored to welcome Colleen Layman as its FY16 president. Layman, a longtime SWE member and registered professional engineer, began her role as president elect July 1. She will then lead the organization as its FY16 president the subsequent year.

“The Society of Women Engineers is sure to benefit from Colleen’s unique insights and perspective,” said Karen Horting, executive director and CEO of SWE. “We’re pleased to have such a strong visionary and vibrant personality leading our organization during this growth period.”

Layman will spend the next two years meeting with some of SWE’s 27,000 plus members throughout the world. As the FY16 president, Layman will work to advance SWE’s more than 60-year history of providing a place and a voice for women in engineering. Layman will apply her extensive knowledge of the industry and unique perspective to fueling membership and dialogue throughout the year.

“I’m focused on working with SWE to dream big and plan strategically about how to advance women in engineering on a global scale,” Layman said. “We’ve got some great relationships with large corporations that can help us to get there. We have an opportunity to make an even bigger impact by reaching out to small and mid-size businesses everywhere to provide networking and professional development.”

Outside of SWE, Layman is an energy-water management practice leader and resources water principal at HDR, an organization with 8,500 employees in more than 200 locations. She has more than 20 years of experience in the engineering design, construction, commissioning and operation of power generating facilities. Layman’s 15-year history with SWE includes representing the Society on the steering committee for the development of the U.S. technological literacy framework, specifications commissioned by the Department of Education National Assessment Governing Board in 2008 and 2009.

Layman holds a bachelor’s degree in mechanical engineering technology from Thomas Edison State College, a master’s in water resources and environmental engineering from Villanova University and an MBA in management of engineering and technology from North Central University.

FY15 SWE President Elizabeth Bierman Begins Tenure

The Society of Women Engineers is honored to welcome long-time leader Elizabeth Bierman as the organization’s FY15 president. After a year of service as the organization’s president-elect, Bierman began her tenure as the president of the world’s preeminent organization for women engineers July 1.

“Our organization is only as strong as its leaders. With Elizabeth’s enthusiasm and leadership acumen, we know we’re in for another great year of growth and distinction,” said Karen Horting, SWE’s executive director and CEO.

Bierman has a 20-year history with the organization featuring an array of leadership roles through the years. In her role as president, she will travel the globe representing SWE’s 27,000 members to advance the organization’s mission of providing a voice and a place for women in engineering. As SWE works to bring its message of equality and diversity in engineering to new global audiences, Bierman will focus her efforts on ways organizations and individuals can create a global exchange for change.

“Emerging technologies and my employer’s enthusiasm for capturing the brightest minds in engineering have allowed us to leverage our backgrounds in the workplace, regardless of gender or location,” Bierman said. “In an increasing competitive global marketplace, the value of diversity in fueling innovation is a cultural constant.”

Outside of her responsibilities with the Society, Bierman is a senior program manager for Honeywell Aerospace in Minneapolis, where she leads integrated product delivery and support, an engineering development process that is used throughout the Aerospace division. In this role, she is responsible for process improvement efforts to increase the effectiveness for all functions, including engineering, integrated supply chain, customer support and marketing, to name a few. Bierman is also tasked with executing a program launch through a standardized engagement model, also to be implemented across the Aerospace division

Bierman holds a bachelor’s degree in aerospace engineering and a master’s in systems engineering, both from Iowa State University and an MBA from Bentley University. She was a 2006 Distinguished New Engineer Award recipient, and was granted her program management certification (PMP) in 2007. Bierman and her husband, David, have two daughters, Lauren and Avery.

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