Real employees as true role models
The tech industry has a diversity problem: there is still a shortage of women in this field. Together with CARIAD, we’re determined to change that. Our goal is to increase the number of female colleagues, including in leadership positions. By 2025, we aim to significantly boost their representation.
In time for Diversity Month in May, we launched our “Women in Tech” campaign. Sixteen women currently working at CARIAD shared their personal perspectives on working in the tech industry.
A digital 360° campaign for all relevant channels
Social media
On LinkedIn, Xing, YouTube, and Instagram, CARIAD colleagues confidently promoted our campaign. They emphasized that the future of technology shouldn’t be left to men alone. Whether targeting job starters, professionals, or women in leadership positions, we addressed them all. We provided content that genuinely interests them, offering answers to their real questions and covering topics relevant to female employees. This content was designed from the outset for different target groups and was delivered precisely to them.
Landing page
The centerpiece of our employer branding and recruiting campaign is the landing page. Here, interested individuals can learn more about the personal stories of our female employees. In seven films, they share their experiences in the tech industry—from facing prejudices and obstacles to celebrating the best moments and greatest successes. The campaign page also provides extensive background information and highlights numerous job opportunities.
Internal communication
An authentic campaign featuring real employees without internal communication? Unthinkable! From the beginning, CARIAD employees were the focus of our campaign. We didn’t want to rely on generic advertising promises; instead, we highlighted the personal stories, career paths, and experiences of our colleagues. That’s why internal communication was particularly important to us throughout the campaign.
