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Intel

Attracting Women in Tech Using Employee Stories

When Intel wanted to attract more African American women in tech to critical roles, they leveraged the power of employee stories. These stories became the foundation of an email campaign that nearly doubled industry benchmarks.

6
employees interviewed
21
assets created
49%
email campaign open rate
Company

Since 1968, Intel has been changing the world by developing ground-breaking technologies while creating an entrepreneurial culture.

As a world-leading innovator, Intel was one of the first companies to recognize the importance of employer branding and recruitment marketing. Today they have a sophisticated global recruitment marketing and employer brand team that work together to attract, convert, and retain tens of thousands of employees every year.
Challenge

Attracting and hiring more African American women into tech roles.

Intel’s recruitment marketing team was focused on supporting Intel’s 2030 goals of exceeding 40% representation of women in technical positions and doubling the number of women and underrepresented minorities in senior leadership roles. 
With more than 2,000 diverse women technologists subscribed to their talent community, Intel realized this was a missed opportunity to communicate culture and drive engagement with this key audience.
With this audience in mind, Intel set out to create a targeted email nurture campaign that would drive engagement and applications with their existing African American women in tech talent pool.
Solution

Using employee stories to create a women in tech email nurture campaign.

Stories Inc. virtually interviewed six African American female technologists at Intel. Their roles ranged from engineers on hardware, software, analog, and data storage teams to a platform architect and strategic chief of staff. Their tenure and experiences were ideal for sharing their stories of working on interesting projects, new technologies, and personal experiences that show Intel’s broader culture through an inclusion lens. 
Throughout the conversations, five themes emerged that would become the topics for the five-series email campaign:

  • Culture of inclusion
  • Career growth
  • Community impact
  • Commitment to diversity
  • Impact of their work

Stories Inc. created nine videos and seven blogs to bring the themes to life through real employee stories. These content pieces were shared in the emails and through Intel’s other talent channels.
These themes would serve as the topics for each of the three emails in the early career recruitment campaign.
Watch one of the women in tech Intel videos here.
Results

Increased engagement and applications from Black women in tech.

The email campaign ran for four months, reaching 2,300 diverse female technologists in Intel’s talent community. The campaign had a 49% open rate (industry benchmark is 25%) and a 6% click rate.

The campaign also drove a meaningful number of applications and received positive feedback from candidates and team members alike.