Our approach

While both genders browse jobs similarly, men and women apply to them differently. For example, research shows that women feel they need to meet 100% of the criteria to apply for a job, while men usually apply after meeting about 60%. (source Tara Sophia Mohr. “Why Women Don’t Apply for Jobs Unless They’re 100% Qualified.” Harvard Business Review. August 25, 2014.

To encourage more women to apply for roles, we advise companies to be considerate about the number of requirements listed and ask themselves what’s truly a must-have and what’s merely a nice-to-have

Research tells us that women are 16% less likely to apply to a job after viewing it and also apply to 20% fewer jobs than men. Therefore to attract more women, we expect the companies we endorse to focus on diversity and the gender pay gap in their recruitment process. In addition, we expect companies to have fair and transparent hiring processes.

Academic research by The University of Waterloo and Duke University defined a series of words that socially, culturally, and historically carry a stereotypical weight towards a particular gender. Therefore, we encourage companies to be aware of the risk and implications of gender-bias job advertisements and expect them to take proactive steps to make a change.

From working from home and adjusted hours to being able to change their work schedule, flexibility is one of the most powerful ways companies can attract and retain female talent.

Normalising a flexible approach to work for all employees reduces the stigma attached to taking time for childcare or career leave. Additionally, this promotes shared responsibility for unpaid care, which is crucial in the fight for gender equity.

Shared Parental Leave (SPL) gives parents greater flexibility in how they care for their children.

Creating a culture that promotes and supports equal and shared responsibility for parents and carers enables women to continue their careers and excel in their role. 

Whether your company offers gender-neutral parental policies, shared parental leave or adoption leave it’s important that this is communicated in your company culture so during the recruitment process women know they will be looked after should they have children whilst in the company.

Leaders inspire those within the organisation and those on the outside considering applying for roles, so if a company has more women in senior leadership roles, you will let prospective women applicants know they can rise to the top in your organisation. So while achieving diversity will have a positive impact at all levels, an increased focus on achieving diversity in leadership will significantly impact the business.

Equal pay for an equal value of work is a legal requirement in the UK. However, unequal access to opportunities means the gender pay gap is still prevalent, primarily due to the lack of women in leadership roles. We endorse companies committed to placing more women in leadership roles and proactively working to close the gender pay gap.