Challenges
Despite calls for diversity in the workplace, the labor market can still be very imbalanced. Certain roles are so strongly associated with a particular gender that it can limit opportunities for both individuals and the employer.
Telecommunications company Openreach needed a strategic partner that could increase diversity within its workforce. Cielo works with employers to debunk harmful preconceptions and level the playing field – and proved to be the perfect fit.
Solutions
Cielo’s employer brand consulting team developed a highly targeted attraction strategy by listening to current female employees to understand career drivers and auditing the insights gained against external perceptions. This strategy included the development of a proposition, creative executions, website enhancements and a media campaign, all aimed to encourage women to apply for roles while dispelling prevalent myths.
By clearly profiling required employee attributes, matching it to talent segments and working with candidates to understand their motivations and drivers, we were able to crystallize and deliver high-impact campaigns.
Results
The strategy has bolstered workplace diversity by enhancing awareness and cultivating positive sentiment, leading to amplified engagement, attraction, and talent conversion rates.
About the client
Openreach
Openreach Limited runs the UK's digital network. We're the people who connect homes, schools, hospitals, libraries, businesses – large and small, broadcasters and governments to the world. It's our mission to build the best possible network with the highest quality of service, and make sure that everyone in the UK can be connected. We're a wholly owned subsidiary of BT Group and our customers are the 688 communications providers who sell phone, broadband and Ethernet services to homes and businesses.
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