The case

‘Value Your Perspective.’ An international employer branding campaign to position Bol.com as the employer for women in tech. The campaign was deployed both organically and through paid media across all relevant platforms (LinkedIn, Meta, Reddit, YouTube). Employer brand recognition increased by 43 index points, and even by 52 index points among women.

Research by McKinsey shows that the tech talent gap will only grow in the coming years. Doubling the share of women in the tech workforce is essential to closing this gap. Bol.com approached us with an ambitious plan to lead the way in addressing this issue. Their goal? To reduce the gender gap in tech at Bol.com and attract more female tech talent.

Through extensive internal and external strategic research, we identified the following positioning: “Make sure women in tech can thrive at work in a meaningful way.” A broad positioning with ambitious hiring goals, targeting an already challenging audience in tech. By cleverly tapping into themes like AI, which resonate with the tech audience, and translating these into the biases women face in the workplace, our creative team developed the ‘Value Your Perspective’ campaign.

‘Value Your Perspective’ centers on the perspectives of Bol.com employees. The campaign is built on three layers, combining A.I. with real stories, positioning Bol.com in a relevant way for a hard-to-reach audience. We integrated real stories from Bol.com employees with authentic responses from ChatGPT.

The consideration layer shows how Bol.com’s culture addresses the topics from the awareness layer. It highlights the impact of individual perspectives on Bol.com’s ambitions.

The desire layer showcases what working in tech at Bol.com looks like in practice. Real projects, challenges, and how your perspective aligns with Bol.com’s culture.

The Results

Bol.com’s campaign significantly increased the hiring of women in tech roles. The content was deployed organically and through paid media across platforms like LinkedIn, Meta, Reddit, and YouTube in focus regions including the EU, Africa, and the Americas. The impact was measured using the THX Platform by Memo2, identifying exposure levels within the target audience.

Key Outcomes:

  1. Female Tech Hires: There was a 37% increase in female tech hires.

  2. Brand Image: The brand image improved by 28 index points on average, with the statement “Bol.com helps women grow in tech” increasing by 44 points among women.

  3. Employer Brand Recognition: Overall recognition rose by 43 index points, with a 52 point increase among women, indicating a significant impact.

These results demonstrate the campaign’s effectiveness in boosting female tech hires and enhancing both brand and employer recognition.

Let's work together! Get in touch

The Case

‘Value Your Perspective.’ An international employer branding campaign to position Bol.com as the employer for women in tech. The campaign was deployed both organically and through paid media across all relevant platforms (LinkedIn, Meta, Reddit, YouTube). Employer brand recognition increased by 43 index points, and even by 52 index points among women.

Research by McKinsey shows that the tech talent gap will only grow in the coming years. Doubling the share of women in the tech workforce is essential to closing this gap. Bol.com approached us with an ambitious plan to lead the way in addressing this issue. Their goal? To reduce the gender gap in tech at Bol.com and attract more female tech talent.

Through extensive internal and external strategic research, we identified the following positioning: “Make sure women in tech can thrive at work in a meaningful way.” A broad positioning with ambitious hiring goals, targeting an already challenging audience in tech. By cleverly tapping into themes like AI, which resonate with the tech audience, and translating these into the biases women face in the workplace, our creative team developed the ‘Value Your Perspective’ campaign.

‘Value Your Perspective’ centers on the perspectives of Bol.com employees. The campaign is built on three layers, combining A.I. with real stories, positioning Bol.com in a relevant way for a hard-to-reach audience. We integrated real stories from Bol.com employees with authentic responses from ChatGPT.

The awareness layer triggers

We asked A.I. how it would handle recognizable life phases for women in the workplace, such as menopause, speaking up, and job hunting while pregnant. What did we discover? A world dominated by men creates biases in A.I. We highlight these biases and contrast them with the real experiences of bol colleagues.

The consideration layer shows how Bol.com’s culture addresses the topics from the awareness layer. It highlights the impact of individual perspectives on Bol.com’s ambitions.

The desire layer showcases what working in tech at Bol.com looks like in practice. Real projects, challenges, and how your perspective aligns with Bol.com’s culture.

The Results

Bol.com’s campaign significantly increased the hiring of women in tech roles. The content was deployed organically and through paid media across platforms like LinkedIn, Meta, Reddit, and YouTube in focus regions including the EU, Africa, and the Americas. The impact was measured using the THX Platform by Memo2, identifying exposure levels within the target audience.

Key Outcomes:

  1. Female Tech Hires: There was a 37% increase in female tech hires.

  2. Brand Image: The brand image improved by 28 index points on average, with the statement “Bol.com helps women grow in tech” increasing by 44 points among women.

  3. Employer Brand Recognition: Overall recognition rose by 43 index points, with a 52 point increase among women, indicating a significant impact.

These results demonstrate the campaign’s effectiveness in boosting female tech hires and enhancing both brand and employer recognition.

Let's work together! Get in touch