We love shining a light on the people in our communities, and Helen’s journey to the national stage is one to inspire. It all started in Hamley Bridge, the tight-knit regional town where footy, local mates, and strong community connections shaped her early years.
Helen kicked off her career reporting in Adelaide and Canberra, working in television and the Press Gallery, before rising through News Corp as Night Editor at The Australian and Deputy Editor at the Sunday Telegraph. From 2009 to 2016, she led The Australian Women’s Weekly as Editor-in-Chief, then headed up digital content at Nine Entertainment. Now, she’s channelling her experience into championing Australian women through the organisation she founded, Future Women (FW). With a mission to help women return to work, grow as leaders, and connect with like-minded peers, FW combines practical programs with inspiring events. We chatted with Helen about her journey and what drives her work with FW.
How did growing up in regional SA shape your work?
South Australia is still home to me — I just happen to be an interloper in Sydney. I’m back about once a month and still feel really connected to the state, especially country SA. The clearest example is my love of AFL — I get to as many games as I can, including Virginia against Hamley Bridge recently.
But more seriously, it’s given me an understanding of Australia beyond the five-kilometre radius of Sydney’s CBD. There really are regional cultural differences, and that’s shaped the way FW was designed — to be as inclusive as possible.
That egalitarian spirit, that idea of “having a go,” also gave me the belief that there was no reason I couldn’t launch my own business. Growing up in a male environment — with lots of football, cricket, brothers and nephews — has also shaped me. Yes, I work in gender, but I really relate to the stresses and challenges men face too, and we have programs to support them.
What does FW offer?
We’ve got a couple of key strands. First is the Jobs Academy, a government-funded program for women returning to work. It’s very practical, helping participants find jobs or study pathways. We work on both sides — connecting women with employers looking to hire part-time, and supporting those employers to make sure their systems are set up for success. Around 54%of participants go on to study further or find a job through the Jobs Academy. Then there’s our membership side, which offers networking, mentoring, virtual events, masterclasses, and summits to support women in leadership and career growth. Everything is virtual-first now, making it flexible for busy lives. Our flagship events include a leadership summit in March and International Women’s Day celebrations.
Who is FW for?
FW is for women who work and women who want to work. We support women at all stages of their careers, with a focus on mid-career professionals and those re-entering the work force. In our Jobs Academy, many participants are over 40, migrants or refugees with English as a second language, regional and rural women, or women with disabilities. Because everything is online, it works best for those who have a laptop, reliable Wi-Fi, and feel comfortable working virtually.
Is the Jobs Academy open to all Australian states?
Unfortunately the South Australian government hasn’t invested in the FW Jobs Academy yet, despite my efforts to show how many women could benefit from a 12-month pre-employment program, but we do support SA women through the federal government, which funds 2,000 participants. We also work with New South Wales and Queensland, and have an exciting pilot with the Department of Veterans Affairs for female veterans and their partners, helping them navigate life after the defence forces.
What led you to start Future Women?
The idea came from my years in media. I saw Australian media was still dominated by men in how it told stories about women— women were rarely interviewed, photographed, or represented beyond childcare stories. As editor-in-chief of Women’s Weekly, I noticed only a handful of women were famous enough to make the cover. I felt there was an opportunity to build a digital brand representing professional women more broadly.
The Jobs Academy came out of COVID, when huge numbers of women — especially in retail and hospitality — were leaving work, homeschooling kids, and facing real challenges. The federal government was concerned about women over 40 and rising women’s homelessness. We realised we could engage this group online, giving them training and pathways back into work. The results have been extraordinary. Getting women jobs — whether they’ve been out of work for 10 years, made redundant, left toxic workplaces, or cared for sick partners — is an incredible privilege and enormous fun. Our pilot with 140 women had a 75% success rate, and the Morrison government expanded it to 2,000 women. Since then, we’ve launched cohorts across Australia, except South Australia, which I’d obviously love to change, especially given there’s a significant skills shortage right across the state.
Now, we’re scaling the platform. FW isn’t just helping women get into work — we’re a tech business aiming to put 10,000 women through the Jobs Academy in the next couple of years.
What are the biggest challenges for Australian women wanting to work?
There are real challenges for women who have caring responsibilities. They’re still carrying most of the load at home — raising kids, helping neighbours, volunteering in the community. And most of them now have uni degrees, with a HECS debt. They’re often looking for two or three days to suit their responsibilities at home, but flexible part-time roles are still hard to find. The workplace itself is another challenge. So many industries have always been male-dominated, and as women move into leadership, the hurdles stack up — being heard at executive table, finding your voice, building confidence, leading big teams. Then there’s the pay gap. Women are still paid less and often hesitate to put their hand up for the next job. And when they do get those top roles, it’s often on what’s called the “glass cliff” — stepping in when things have gone badly in the organisation. Sussan Ley’s leadership of the Liberals after one of their worst defeats is a classic example. Same with Vanessa Hudson at Qantas, Vicki Brady at Telstra, and others— women leading companies that are already structurally challenged, while men are running the booming tech giants. So there are still significant challenges — right from grassroots and community life, all the way to the most senior ranks.
What challenges do women in regional and rural South Australia face?
From what I see, it’s a highly professional female community. There are women who are doctors, physios, project managers, accountants — some who moved to the country during COVID for a tree change, and others who went away to study and then returned home to raise a family. The big challenge is finding work that matches the effort and investment they’ve put into their degrees. There’s often a tension between the career you might have had in the city and the one you’re trying to build in the bush. Connectivity is part of the problem — Wi-Fi can be frustrating, but Starlink is helping. I think AI will be hugely advantageous for regional and remote workers. As internet access improves and AI takes hold, opportunities will only grow.
What’s your advice for South Australia’s regional and rural communities?
“You’re living the dream”— relish it! There’s such great joy in the community life you find in regional centres. And there’s a real hunger for that — people in the city are often searching for the same sense of connection. For me, life is about people. Looking at my career, it might suggest I’d say life is about climbing a mountain, or building a company, or getting to the top. But I don’t believe that’s what it’s about. It’s about doing the things that make you happy. I was in Kangaroo Island recently, and the beauty of South Australia really struck me — the gumtrees, the way the light changes in winter versus summer, and the farmland is so green at the moment. There’s a lot to celebrate.