The numbers suggest so.
Recruiting women is one of the most complex challenges facing the tech industry today. But why? According to the Observer, women occupy just 25 percent of tech roles despite making up roughly half of the US workforce. More worryingly, the tide does not appear to be turning any time soon. The same study reported that 74 percent of girls express interest in STEM fields, yet they earn just 28 percent of all computer science degrees.
Why is it so challenging to hire women in tech roles?
Is it because women are different, or even want different things? No, it’s precisely the opposite—it’s because we’re very much the same. Male or female, technologists look for the same types of opportunities. They both thrive on tech challenges. They study the same topics and subjects in school. They both want great benefits, a dynamic and inspiring culture. They want to feel part of a team, make an impact, see a path to growth, access leaders and learning equally. So why has it been so hard?
When Bayard work’s with clients in this area, we first address the sad truth. For a long period, women felt uninvited, unwelcome and discriminated against. A lot has changed in recent years, which we applaud, but some stigmas remain and some perceptions too. That hurts everyone. We’ve seen that by focusing on gender, you unintentionally reinforce the old biases. It’s like saying you need special treatment, dare we say a lower bar.
How to recruit great people, of which about 50% are women, better.
When we look at a career, we mine for areas of strength and equality, and we strive to empower all through our content. To no real surprise, that works quite well.
According to our Chief Creative Officer, Matthew Gilbert;
“We aim to meaningfully connect with great people from any gender, background, culture, or ethnicity. A message is not male or female leaning unless someone chooses it to be. We chose better. We use the transformative power of design and storytelling to engage about a role. If someone is passionate and talented, then we message that you’re welcomed with open arms. It’s not always easy to be honest and creative, but it is the path to an impactful brand story.”
What does a balanced, equitable future look like?
When we address the realities all job seekers face with compassion, and express opportunities with pride, build stories around rewards, community, performance, and experiences that are worth sharing, that makes employer brand an advocate for equality and partnership—that’s good career marketing for all audiences. Isn’t that what everyone wants?
For a full audit of the voice, tone, and delivery of your Employer Brand, contact us today!