A successful global technology services business had identified a key challenge with the attraction of high calibre women into specific areas of the business. Global objectives had been set to ensure a high percentage of future new hires were women to more accurately reflect the gender mix of the client base. A further objective was to maximise the impact and retention of the investment in female new talent. Overall these objectives had to be met whilst continuing to hire high – calibre talent and ensure the selection process was based on merit.
Traditional solutions to this issue had focused on targeted marketing activity. It was recognised that, given the ambitious challenge, all stages of the resourcing activity would benefit from extensive research into the Employer Image and Reputation. An extensive research plan was devised to explore awareness, perceptions and experience of the employer reputation, its competitors and other employers of choice. The research specifically explored attractors, motivations, barriers, and the approach to career moves. Input was sought primarily from female participants – both potential candidates and existing employees.
The key findings of this research were used to inform the development and management of attraction, candidate management and engagement strategies. In turn this supported an enhanced reputation for the business, an increased percentage of female professional hires, a defined methodology, and a knowledge and talent pool of future potential female talent.