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American Express changing branding to attract more women into tech roles

Margi Murphy | Oct. 1, 2014
Amex is moving from just a credit card company to a tech firm to compete with Apple - but it needs to get women in its ranks.

"Any time there is a project going on share information about that very carefully...Those personal networks that I have seen across the board developing in a very serious way should be fought against.

"That's one way of doing it - if you can do that you are assisting women who are there already or trying to get in in their careers."

The next seminar will discuss pay equality and take place on the 4 November.

Key ways to help attract women to roles
Job advertisements

Change wording to encourage those who may not be confident that they have all the skills that are detailed. Use more nurturing verbs and give the opportunity for the right candidate to look back and provide career progression for a junior at some point in the future.


Use both social and internal networks to reach potential talent outside of the company and invite to networking events.

Finding a female role model

Some organisations simply do not have a technical role model to showcase, and in this case, organisations found that asking someone from another organisation to make an appearance can help. If all else fails call the elephant in the room, or find a male colleague who is happy to discuss the lack of female representation, but how the company want to change this.

Female interviewees

For technical interviews ensure interviewees are prepped for dealing with different types of people. Often one female interviewee can be helpful.

Talent pools

Accenture use a female-centric CRM to send job offers and promotion of female success stories through targeted newsletters.


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