Empowering women in tech employer branding success

Challenges

Like many organizations in India’s technology sector, a global edge-to-cloud company faced a critical gender imbalance. The company needed to increase representation of women in a market where they account for about one-third of technology professionals.

Despite strong diversity commitments, societal perceptions, representation gaps, and career progression concerns continued to influence women’s participation in the technology workforce. The company recognized that traditional recruitment campaigns alone would not address these deeper trust and visibility challenges.

The organization partnered with Cielo to create an employer branding campaign designed to inspire, engage and build confidence among women exploring or continuing careers in technology.

Solutions

The company collaborated with Cielo to design and execute a “Women in Tech” employer branding campaign. The storytelling initiative focused on authenticity, relatability and targeted digital engagement.

The strategy shifted from role promotion to community building and representation visibility, activated through platform-specific storytelling and audience-led content.

The campaign centered on three key pillars:

1. Authentic employee storytelling and representation

Captured real employee experiences through on-site interviews and videos
Highlighted diverse career journeys through success stories
Featured relatable role models to help women envision tech career growth

2. Channel-led talent engagement strategy

Leveraged social media and careers site to inspire experienced professionals and women in tech
Used social media platforms to reach early-career audiences and women exploring career pathways
Optimized platform-specific content to maximize storytelling engagement

3. Narrative-first campaign design

Reduced direct recruitment calls-to-action to prioritize trust-building storytelling
Focused on video-led engagement to encourage deeper audience interaction
Strengthened brand authenticity through consistent representation messaging

The campaign also influenced the company's internal employer branding strategy — committing to maintain 40% representation of women across content.

Results

Within two months, the campaign delivered strong engagement outcomes. It also elevated employer brand perception as an inclusive and supportive workplace.

Key achievements include:

8.8 million campaign impressions
39,000 clicks from social media ads to careers site
$0.04 average cost per click
125% increase in video completion rates

The initiative significantly enhanced the company’s standing as a women‑friendly technology workplace and shaped its long‑term diversity storytelling. By adopting a persona‑led employer branding approach, access to underrepresented talent pools expanded while strengthening candidate trust and engagement.