Menopause as a Topic for Recruiting Talent?

McKinsey predicts a growing tech talent gap. Unless the number of women in tech doubles, that gap will not be closed. bol. wanted to take the lead and attract more female tech talent.

Extensive internal and external strategic research led to the following positioning: “Enable women in tech to thrive meaningfully at work.” By linking themes such as AI—which resonate with tech professionals—to the biases women face in the workplace, the creative concept “Value Your Perspective” was born.

“Value Your Perspective” focuses on the perspectives of bol. employees. We combined real stories from employees with authentic responses from ChatGPT in a three-tiered campaign:

• Awareness: We asked AI how it handles recognizable stages in women’s careers, such as menopause, speaking up, and applying for jobs while pregnant. A male-dominated world creates biases in AI; we compare these biases with the real-life experiences of our colleagues at bol.
• Consideration: Show how bol.'s culture addresses the topics in the awareness layer.
• Desire: offers a glimpse into what working in tech at bol. is really like: real projects, real challenges, and how your perspective fits into bol.'s culture.

The campaign was launched using both organic and paid media on LinkedIn, Meta, Reddit, and YouTube in target regions across Europe, Africa, and the Americas. Its impact was measured using Memo2’s THX Platform.

• +37% increase in female tech hires.
• Merkimago +28 index points; the statement “bol. helps women grow in tech” rose by +44 index points among women.
• Employer brand recognition increased by 43 index points overall and by 52 among women.