Following the previous interview with female executive Young Choi of Daewoo International, today we met with POSCO Research Institute (POSRI) deputy director Lee Yoon Hee. In the male-dominated steel industry, Lee is holding her own, leading her team with her trademark “soft charisma.” Shall we head on and have a listen to her story?

POSRI Deputy Director Lee Yoon Hee Talks POSCO

Could you please tell us what made you knock POSCO’s door, and about the work you’ve done at POSCO ever since?

While I was preparing for my post-grad school entry, a friend tipped me about a job opening at POSCO, which were exclusive for female students only. At the time I actually preferred to continue my studies rather than work for a company, but my professor and parents talked me into going for some good work and real-life experience. I was sold and applied for the job.

My first post when I joined the company in October 1990 was the secretary’s department located at Seoul. There, I worked for a year as then-president Park Tae-jun’s secretary. Next Fall I relocated to the management examination department located at Pohang. The new department was devoted to examining the local economy, market demands, and industry trends.

Afterwards I started afresh as a researcher when the Research Institute of Industrial Science and Technology (RIST) and the examination division of the Planning and Coordination department merged to form the new POSRI. Since 2001, I have worked on building marketing strategies and analyzing the steel industry and our competitors.

When was the most rewarding moment during your time at POSCO?

I’ve worked 3 years and 10 months at POSCO and 20 years as a researcher at POSRI. At POSCO, the year I worked as a secretary was the most memorable and rewarding. The Management Instructions Administration System had been newly introduced when I was assigned to the secretary’s department. I was in charge of recording the president’s and the vice-president’s instructions into the system, and relaying them to related departments.

The departments would correspond by submitting task results or countermeasures, and in turn the management would develop new strategies based on those reports. While experiencing the entire process, I was enthralled to have fulfilled my duties as a secretary by contributing to the work of my superiors.

On the other hand, the most personally rewarding work I’ve done as a researcher was the publication of steel industry research. Doing various unique research on steel commerce including the Korea-US steel tariff issue, competition rounds, and case studies on multiple commercial conflicts on several local industries, I could feel a genuine sense of duty in my work. I took pride in the idea that the research we were doing set us apart from other research centers, and that I was contributing to my country’s economic and social development through the steel industry.

A stalwart career amidst a male-dominated steel industry

When were difficult moments as a female worker, and how did you find the strength to march on?

Initially, it was difficult to withstand all the attention I received as someone who entered a predominantly male culture through a female-only recruitment. I was anxious to prove that gender doesn’t matter in the workplace, which drove me to pay more attention to detail and not make mistakes.

However, things changed when I moved into the research center: I began to receive credit for my work rather than how I behaved within the organization. Also, the fact that I was doing research in uncharted grounds proved to be a challenge in and of itself, which pushed me to work even harder.

Tell us about your personal efforts to become a truly admirable (female) leader.

First, I think the female advantage is her “Multiplayer DNA.”

Korean females are making a constant effort to fulfill their responsibilities not only in their careers but also in their homes. Because they are exposed to an environment which requires them to carry out various tasks in limited time, they develop the ability to tackle multiple tasks simultaneously while looking at the bigger picture.

This DNA contributes enormously to workplace performance. Taking myself as an example, I ask for the help of related departments without hesitation when needed. I also do not forget to make the necessary preparations for planned objectives, all while making bold decisions when need presses.

Furthermore, I have developed the ability to assume the role of the leader and allocate appropriate tasks to my teammates even when faced with complex objectives. Also, as a researcher, I had the responsibility to provide professionalism. I think perfection in professionalism is difficult, if not impossible, to attain solo.

There is a Korean proverb that says “Goodwill is born in the shed.” It means that a full shed comes before the sharing of its contents. To me, this saying underlines the importance of the continuous effort to fill the shed. That said, I try to meet with my researcher colleagues and share ideas in order to fill the shed. Such efforts contribute enormously in shaping my ideas in the right direction.

I also try to set some of my time aside for giving advice and sharing concerns with anyone who comes to me for help. Even when I’m pressed for time, I try my best to share my resources and provide solutions!

A Step towards the Future: The Story of Lee and POSCO

What are your five- and ten-year plans?

The question I’m asking myself these days is “what kind of leader shall I be?” With the specialty of the organization named research center, there is a certain limit to live as a position holder. I will try to become a ‘playing coach’ to secure the place as a position holder who does not lose the professionalism of a researcher.

First, I’m trying to finish my doctoral thesis by the following year. A diploma is mandatory not only internally but also externally for professional integrity. Next, I’d like to write a book on a topic of my field of expertise. I’m planning on a comprehensive summary on the steel industry-related dispute cases that were a part of my earlier publication, “The Commercial Disputes in Korean Industries.’

Furthermore, I’d like to write a series of reports on the history of the development of the global steel industry and the changing management strategies for the next generation of researchers to consult during their studies.

Could you give us any insight on the strengths of POSCO in the steel industry and the path it should take in the future?

POSCO assumes a leading role not only domestically but also in the global steel industry. It’s true that POSCO’s growth and profitability has slowed down somewhat recently, but its cost competitiveness and profit making ability remain superior to other steel manufacturers nonetheless. This indicates that POSCO’s market premium is to reckon with.

Another strength of POSCO is that it has many, many talented individuals working for the company. POSCO remains atop the “most coveted workplace” list. I expect the company’s new strategies to bear fruit over time as the promising talents of today become the leaders of tomorrow!

As a leader of the steel industry, POSCO must contribute to solving the industry’s two main issues spawned by structural problems: surplus supply and margin squeeze.

More than anything, it’s important to identify the ineffective policies and weaknesses that exist in the domestic steel industry. Joint efforts that will promote the mutual growth and development of the steel industry should be made, as well as strategies that will fortify the foundation for the growth of manufacture and demand.

Lastly, please give some advice for the females entering the workforce!

Firstly, try to maintain a bigger perspective. Look further and further. I recently read a book titled “A woman who lives 10 years into the past, a women who lives 10 years into the future.” The book compared women who stop growing at age thirty to women who start growing at age thirty, which prompted me to make specific plans for my life.

Also, try growing an interest in sports. There’s nothing like sports that leads to communication with males in a predominantly male organization. Sports is an activity that has a clear distinction between the winner and the loser, but it also gives us lessons on fairness and the need for sound strategy. Also, it will be helpful in carrying out tasks because it requires prompt decision-making from time to time.

Hope that Lee’s story will encourage you and many other business people to take a brave step in shaping their futures! Please look forward to reading our next post for the POSCO Women Leadership Series!

Executive responsible for CR at Daewoo International

Please share with us your experience in applying to POSCO as well as your time here since then.

Pictured here: Young Choi at Daewoo International

In February of 1990, I graduated from university and started working at a bank but soon realized that this was not the path I wanted to take. One day I came across an advertisement on the first page of the daily newspaper.

It read, “Pohang Steelworks (the company name at the time) is seeking talented people. Do you think you are forward thinking and ambitious? Do you still think your career is a temporary state before marriage? How about joining Pohang Steelworks to build a better today for tomorrow?” I was immediately hooked.

Looking back, the ad was very cheesy but for women looking for career opportunities, the copy was right to the point. The fact that a steel manufacturing company wanted to help women with career advancement was very forward-thinking at the time. The ad successfully attracted over 2,000 applicants to take an entrance exam for 50 spots.

As I inherently had interest in advertising copy, after joining POSCO I became involved in business culture, PR, corporate image, advertisement planning, media relations and internal communications. I also gradually got involved in corporate social contribution activities as well.

I have focused much of my work on figuring out how to best deliver POSCO’s values in a way that resonates well with the general public. I have been responsible for advertising that captures the corporate brand visually. As difficult as figuring out the direction of ads is, I feel most satisfaction when I see that many people like the POSCO advertisements.

2005	2009	2012
“This ad integrates the symbol for steel ‘Fe’ into the word Festival to highlight the many cultural activities that POSCO is a part of. The site for the ad was at the Light Festival in Pohang so it makes the ad that much more meaningful.”	“The ‘$5 dollar bike’ features a stranger comforting a brother who wants to buy his younger brother a bicycle. So many people liked this ad that parodies of this were shown on a popular Korean comedy show.”	“Illustrated ad to revamp the overall corporate image to be more lively and sophisticated. The TV ad included the popular shuffle dance which was very well received!”

When did you feel the most satisfaction while working at POSCO?

Pictured here: Young Choi during a volunteer event

For those of you who have been at one workplace for a long period of time, the workplace becomes a large of your life. Since I joined the company, I have gotten married and also made a family. This has been possible thanks to the strong support system I have at the company.

At POSCO, I have made efforts to ensure that POSCO gives back to the community. When I see people relate and respond to POSCO’s CSR efforts, I feel much fulfilled. From TV ads to organizing a variety of POSCO concerts over the past 14 years, to creating schools in Zimbabwe, POSCO has been dedicated to communicating and giving back to the community. It is seeing the positive influence that POSCO is having on the community that makes me feel like my work is meaningful.

What are your main responsibilities in the CR sector at Daewoo International?

I am responsible for media relations, internal communication, advertising, CSR and external affairs. The work boundaries seem to be expanding as Daewoo International is the number 1 domestic trading company, so it must do a lot of global marketing and there are many issues to handle.

From entry level to executive, more on Young Choi’s career path

As a woman leader, we would like to listen to your views on strength of women leaders.

I believe that many women employees have strong responsibility skills. They are very good at seeing their responsibilities from start to finish. In addition, women have the ability to juggle and multi-task which is a great skill to have at the office. This skill of juggling allows women to not only care for work relationships in the office, but also to manage other relationships and respond to changing emotions.

What are some difficulties that women employees face and what is your advice to handle these tough situations?

Women employees need to think about work, marriage, birth, childcare so sometimes it can feel like a 3000 m huddle race. During this period, one needs to mature in the workplace and also adapt to family life. Huddle racers plan their races in advance and analyze the obstacles ahead. Likewise, it is important for women to plan 3 to 5 years ahead. I was not very good at this so I had moments of difficulty. I sometimes wish I had known to plan ahead. If one can paint the big picture, one can face the challenges and overcome them more easily.

What is your secret to finding work-life balance?

I think that time management is very important. Depending on how you use your time, the results will be very different. Using your smartphone calendar and notebook, create a to-do list and prioritize your tasks in order to manage your time wisely.

Please share your role as a female leader at Daewoo International

Daewoo was established in 1967, and placed South Korea on the world map through its management philosophies. Enduring the difficulties of the work out in 2000, Daewoo was incorporated into POSCO in 2010 and is pioneering the path for overseas resource development and reviving the business fighting spirit. It has been building synergy with other POSCO holding companies as well.

If POSCO can lead the steel industry with its strong organizational structure and management capabilities, Daewoo can be a trading expert company that makes connections to pursue new opportunities and be profitable.

Combining the strengths of these two companies, I want to create new business opportunities and more value. I’d like start with building transparency and improving communication so that Daewoo’s domestic and foreign businesses meet global standards. I would like you to say that at Daewoo, “Resources are finite and original ideas are infinite”.

What advice can you give for women employees?

My mentors told me that work life was a long-drawn-out battle so I should not suffer a big loss in going after a small game and instead go step-by-step…I want to give the same advice. In particular, teamwork in an organization is like a live creature that wriggles and moves depending on different circumstances. Within an organization, it is important to have an open heart to avoid becoming an isolated island by developing prejudices and not communicating properly.  One should always keep in mind that the part makes up the whole, the colleague or boss in front of me is my company, and everyone deserves to be treated sincerely. 

Do you feel more empowered after reading this post? Hope you enjoyed our second women leadership series featuring Young Choi. Please look forward to our next post!