We at Edson Evers, are very lucky to be able to work with a range of female managers in engineering based sectors, and so decided to take this opportunity to ask some of those marketing managers; how should engineering brands be marketing themselves better to encourage more women engineers into the industry?
One of the first things that our respondents mentioned was the encouragement of STEM subjects to young women:
Stacey Booth, Marketing Manager at Saint-Gobain Abrasives, answered: “The work that has been underway over the last few years to encourage more women to study STEM subjects will certainly help in encouraging the next generation of women into science and engineering careers; however, businesses also play a key role in this.”
Amy Morrison, Content Marketing Manager at RMD Kwikform, added: “I think it is important for engineering businesses, and by extension the entire STEM field, to be engaging heavily with schools. I believe it’s at this point where individuals, both men and women are likely to make the decision to enter into this industry. It’s so important to have an active role in engaging individuals at this stage in their lives to peak interests and seek out new talent.”
When questioned on how exactly businesses can market towards women better, Amy continued, “I’m not sure if all women feel apprehensive entering a mostly male-dominated environment, and I don’t believe companies discourage women entering these industries. However, in regards to marketing to women (or anyone), I believe that it comes down to very simple marketing practices – telling the individual’s story and truly painting a picture of the daily life, challenges, successes and teamwork that comes from working in such an industry. I think for any recruitment campaign to work, it has to feature a plethora of individuals across a business – this includes both men and women.
“My mind goes to the Royal Navy’s ‘Made in the Royal Navy’ campaign. This stands out as it focuses on people’s stories and is incredibly compelling. The message I took from it was “wow, I’d love to be a part of that team.” And that was it – engage the individual, get them to be excited about joining your team, rather than focusing on ‘just’ women or ‘just’ men – think about people. That way, I believe, companies will attract the best talent.”
Stacey followed on from the question with, “Engineering is renowned for being traditionally male dominated, and although that is changing, ensuring your female employees are visible and heard is crucial in promoting yourself as a business that is inclusive and that values equality. This could take the form of female employees speaking at industry events, publishing articles on your business’ website and in trade press, or featuring on the business’ social media channels. Use the expertise of your female employees to help your business become a thought leader in your industry, and promote the diversity of your workforce.
“Marketing materials are also another area where diversity inclusion can have a big impact. Do your brochures, advertising campaigns and images that you use feature women? Review your marketing materials to see if they could be improved and check they showcase women in a respectful and honest manner.
“Finally, if you have some great company policies, such as flexible working, then let people know! Flexible working is great for everyone – especially parents or those caring for others.”
How do you think businesses could do more to encourage and appeal to future female engineers?
To find out more about how we can help you market to your own target audience, please don’t hesitate to get in touch.