As of 2023, 84% of U.S. women aged 25-54 were working full time. Women make up close to 50% of the U.S. workforce, which is more than 75 million women. 

That’s a lot of women working and potentially looking for new jobs. In a time when gender parity is a goal for many companies, it makes sense to build a culture and an employer brand that women are attracted to when they’re looking for a new place to work. Creating an employer brand women care about is a critical way to communicate company culture to an audience who has particular wants and needs in the workplace.

Culture components women care about

When promoting your employer brand to women, the focus should be on how the culture supports the things they care about the most. 

What women care about may have shifted slightly since the pandemic, but there are still foundational aspects of work that are very important to them. These includes things like:

• Opportunity for growth, promotions and advancement
• Flexible work and a focus on wellbeing
• A diverse organization and a culture of inclusion

Creating employer brand content that highlights your company’s approach to these cultural aspects will go a long way toward attracting women.

Three pillars of a successful employer brand content for women

1.  Purpose + Story

This goes beyond your company mission statement and gets into what it means to work for your company. Your employer brand should tell a story with true purpose, aligned with the company culture, to better create connections and foster genuine relationships with prospective female job candidates and of course, female employees as well.

2. Design

No, this doesn’t necessarily mean having the most beautiful website ever. Instead, ‘design’ refers to the idea of having a clear and well-planned manner of communicating your company story. This can encompass everything from cultural moments, to career growth – whatever it might be that paints a full picture of your company and brand.

You can have the best brand story and employee experience around, but if you aren’t communicating culture in a clear way, and in the right places for candidates to see, they’ll never know what you stand for and if they could fit in on the team.

Start with the heart of your company–your employees–and tell their stories to best illustrate the employee experience.

3. Innovation 

Just like design, innovation in this context means something different than its standard definition.

It’s about how you’re innovating within the company to improve the lives of all employees and finding ways to ensure women’s specific needs are also getting attention.

Ask female employees what they need or want and find ways to improve from there. Is it providing better mentorship programs? Offering new flexible work options? 

Once you have those in place, you can share how your company’s innovations are setting everyone up for success in work, and life.

Build a better employer brand for all

Building an employer brand that attracts women doesn’t necessarily mean excluding men from the process, or creating a company where men wouldn’t feel aligned with the mission. And, what women want tends to also be things that men want, too. 

But, recruiting more women creates a more diverse culture. And a more diverse company makes for a more productive company. 

Highlighting your company’s unique culture through the stories of your female team members is the starting point for an employer brand that women will care about.