A collaborative article by Caspian One and Rise Women in Broadcast.

Introduction: The Imperative for Change 

Despite ongoing efforts to promote diversity and inclusion, the broadcast and technology sectors remain overwhelmingly male-dominated. According to a 2022 report by Tech Nation, women make up only 19% of the tech workforce in the UK. In the broadcast industry, the situation is similar; Ofcom's Diversity and Equal Opportunities in Television report indicates that women represent just 26% of technical roles. These disparities highlight a systemic issue that limits innovation and hinders economic growth. 

Donna Smith, Managing Director at Rise Women in Broadcast, points out that the problem goes beyond recruitment. “It’s not just about getting women into the industry, but about keeping them here,” she says. Smith emphasizes the need for mentorship, succession planning, and addressing structural inequalities that persist in many organisations. “Jobs tend to stay in familiar groups of people... more needs to be done to champion women who are lower down the rung but have the potential to succeed in engineering teams.” (IBC) 

As organisations committed to fostering inclusivity and driving transformative change, Caspian One and Rise Women in Broadcast have come together to address these challenges head-on. This whitepaper offers actionable strategies for organisations to attract highly skilled female experts, emphasizing the need for a paradigm shift in how companies approach resource engagement and workplace culture. 

Overhauling Adverts: Language Matters

The language used when advertising work opportunities and project requirements can unconsciously deter female specialists from engaging with your organisation. Research published in the Journal of Personality and Social Psychology found that gendered wording in job advertisements can reinforce gender inequality by dissuading women from applying. Phrases such as "driven to succeed," "ambitious," or "self-starter" can skew towards a more male-oriented tone, while softer, more collaborative language attracts a broader pool of applicants. By adjusting the way you frame resource profiles, you open the door to a wider, more diverse talent base. 

Beyond specific wording, it’s important to recognise that women often seek different things from a role compared to their male counterparts. A 2017 PwC report on women in tech found that 61% of women placed a higher emphasis on work-life balance, flexibility, and inclusive workplace culture compared to men, who tend to prioritise salary and career progression opportunities.  

"Structural inequities often begin with how opportunities are presented," notes Phil Hodgetts, Broadcast Tech lead and Strategic Account Manager at Caspian One. "By consciously using inclusive language, companies can widen their net to attract a more diverse range of skilled professionals." 

By ensuring that job profiles emphasise flexibility, remote work options, and a supportive work environment, you create a compelling value proposition that addresses these priorities. Highlighting opportunities for growth, development, and inclusion resonates strongly with female specialists, especially those navigating careers in male-dominated sectors. 

Moreover, women tend to apply for roles only when they meet all the listed criteria, while men will often apply when they meet just 60% of the qualifications. This "confidence gap," identified by LinkedIn's Gender Insights Report, underscores the need to craft resource profiles that focus on must-have skills while avoiding overly exhaustive lists of desirable qualifications. This subtle change in messaging can encourage more women to see themselves as qualified candidates, driving greater engagement with your opportunities. 

Actionable Strategies: 

• Audit Your Language: Utilise tools like the Gender Decoder to identify and eliminate gender-biased terms from your adverts and project descriptions. This ensures that your messaging resonates with a broader audience of skilled specialists 

• Focus on Inclusivity: Emphasize qualities like collaboration, creativity, and problem-solving, rather than aggressive terms like "dominant" or "rockstar," which can alienate potential female experts. This approach fosters an environment where diverse skills and perspectives are valued 

• Highlight Flexibility and Support: Make it clear that your organisation values flexibility by promoting options like remote work, flexible hours, and robust support for work-life balance. These factors are crucial in appealing to female specialists who often prioritise these considerations when evaluating opportunities. 

Rethinking the Engagement Process: Building Confidence

Women often approach professional engagements differently, sometimes underplaying their achievements due to societal conditioning. A study by LinkedIn found that women tend to apply for roles only when they meet 100% of the qualifications, whereas men are comfortable applying when they meet just 60%. This phenomenon, often referred to as the "confidence gap," can lead to highly qualified female specialists excluding themselves from opportunities simply because they don’t check every box on a long list of requirements. 

This self-selecting behaviour is often compounded by how women are typically socialised to value perfectionism and caution, compared to men who are more often encouraged to take risks and pursue opportunities even with partial qualifications. As a result, job roles and project requirements that are overly exhaustive can disproportionately deter some female experts.  

To counter this, companies should focus on the truly essential qualifications and skills required, leaving room for candidates to bring diverse experiences and perspectives to the table. This approach broadens the pool of potential applicants and empowers women to view their broader skill sets as valuable, even when they don't match every specific requirement. 

Actionable Strategies: 

• Inclusive Assessment Practices: Train your team to recognise and value diverse communication styles. Encourage open-ended questions that allow experts to elaborate on their experiences 

• Diverse Evaluation Panels: Assemble evaluation teams that reflect diversity in gender, ethnicity, and background to minimize unconscious biases 

• Constructive Feedback: Provide clear, actionable feedback to all applicants, fostering a culture of growth and continuous improvement 

Cultivating an Inclusive Workplace Culture 

“Retention strategies should begin before hiring. It's crucial for businesses, when attracting people to their organisation, to understand the career journey a new employee will take form the moment they land. To be able to show a roadmap for success enables a prospective applicant to visualise the opportunity far wider reaching than the first 6 months of probation.” - Phil Hodgetts, Caspian One 

Attracting skilled female experts is only part of the equation; retaining them requires an inclusive and supportive workplace culture. McKinsey's Women in the Workplace 2021 report highlights that women are leaving tech roles at a 45% higher rate than men, often due to workplace culture issues. 

"Retention is just as crucial as attraction," emphasizes Donna Smith. "Organisations need to create pathways for women to advance and lead, not just participate." 

Retention challenges often stem from a lack of visibility, growth opportunities, and inclusive leadership practices within organisations. Women in tech, particularly in male-dominated sectors, like broadcast and technology, frequently face barriers such as limited mentorship, unconscious bias, and exclusion from key projects or decision-making roles.  

To counter this, organisations need to invest in structured career development programs, create clear pathways to leadership, and foster an environment where female professionals are empowered to take on prominent, decision-making positions. Implementing sponsorship programs, where senior leaders actively advocate for female talent, has proven effective in accelerating career progression and ensuring that women are not just participants, but leaders driving change. Furthermore, regular reviews of internal diversity metrics can help identify any disparities in promotions or opportunities and address them proactively. 

Actionable Strategies: 

• Flexible Work Policies: Implement policies that support flexible hours, remote work, and parental leave for all genders 

• Mentorship and Sponsorship Programs: Establish programs that pair female experts with leaders in the organisation, providing guidance and advocacy 

• Equitable Advancement Opportunities: Regularly review promotion and advancement metrics to ensure fairness and transparency 

Building a Reputation as an Inclusive Strategic Partner 

Your organisation's reputation plays a significant role in attracting top female talent. According to PwC's Women in Tech report, 78% of women surveyed said that an employer's diversity practices are important when considering a job offer. 

A strong reputation for diversity and inclusivity not only attracts skilled female professionals but also signals that your organisation is forward-thinking and committed to fostering an equitable work environment. In today’s competitive landscape, female experts are increasingly selective, opting to work with companies that actively promote gender equity, offer visible career progression opportunities, and demonstrate genuine support for diverse voices.  

Building and maintaining this reputation requires consistent action, transparent policies, and ongoing communication about the steps your organisation is taking to ensure a truly inclusive culture. 

Actionable Strategies: 

• Showcase Success Stories: Highlight projects where female experts have made significant contributions. Share these stories through blogs, webinars, and social media 

• Engage in Industry Initiatives: Partner with organizations like Rise Women in Broadcast to participate in events, workshops, and diversity initiatives 

• Public Commitment to Diversity: Make clear your organisation's commitment through public statements, policies, and regular reporting on progress 

Conclusion: Collaborating for a More Inclusive Future 

The challenges of attracting and retaining highly skilled female talent in the broadcast and technology sectors are significant but not insurmountable. By implementing the strategies outlined in this whitepaper, organisations can make meaningful progress toward greater inclusivity and innovation. These efforts not only open doors to diverse expertise but also position companies to be leaders in an increasingly competitive and dynamic industry. 

As a strategic technology services partner, Caspian One is dedicated to working closely with clients to solve complex resourcing and project delivery challenges. Whether it's through Specialist Skills Acquisition, Resource Augmentation, or managing Outcome-Based Solutions, our goal is to help organisations foster environments where diverse talent thrives and contributes to transformative business success. 

We believe that building a more inclusive workforce isn’t just about filling quotas—it’s about creating long-term, sustainable solutions that empower individuals and organisations alike. Through collaboration, innovation, and a commitment to equity, companies can drive meaningful change and unlock the full potential of their teams. 

Join the Conversation at IBC 2024 

We invite you to continue this critical conversation at our upcoming networking and drinks event at IBC 2024. On Friday, September 13th, from 16:00 to 18:00 CET, Caspian One, BT Media & Broadcast, and Rise Women in Broadcast will host an event focused on innovation, inclusivity, and transformative technologies. 

This event offers an excellent opportunity to: 

• Engage with Industry Leaders: Discuss the challenges and opportunities in attracting diverse talent 

• Explore Collaborative Solutions: Learn how Caspian One's technology services can address your resource challenges 

• Network with Peers: Connect with professionals committed to fostering inclusivity in the industry 

References 

1. Gaucher, D., Friesen, J., & Kay, A. C. (2011). Evidence That Gendered Wording in Job Advertisements Exists and Sustains Gender Inequality. Journal of Personality and Social Psychology, 101(1), 109–128. 

1. PwC. (2017). Women in Tech: Time to Close the Gender Gap. PwC 

1. LinkedIn Gender Insights Report 2019. LinkedIn Talent Solutions 

1. McKinsey & Company. (2021). Women in the Workplace 2021. McKinsey 

1. Ofcom. (2021). Diversity and Equal Opportunities in Television Report. Ofcom 

1. Tech Nation. (2022). Report 2022. Tech Nation 

1. Donna Smith at Rise: Recruitment and Skills for Women in Broadcasting. (2023)