Jules Lavin, Director

The telecoms industry is core to so much of society. It’s the backbone of our digital world, connecting people, fostering innovation and ultimately driving huge economic growth. This is particularly prevalent in the UK, with data from Imperial College London showing its economic impact is larger here than in any other OECD countries.

The industry still faces persistent diversity issues despite its critical role in shaping the future. Data shows more than 60% of the engineering workforce are past the age of 50 and women only make up an average of 35% across five leading telco organisations in the UK.

I recently attended a UK Telecoms Innovation Network session about the benefits of gender diversity in the industry. Many of the panellists talked about how a lack of awareness of the industry and what it involves is hindering recruitment efforts.

It’s clear to any communications professional the role comms can play in building that awareness. But critically, companies must first look inwards. They need to ensure any comms goes beyond lip service and that they are actually creating and fostering an environment where women not only feel accepted, but where they can truly thrive. Only then can any external awareness work start.

So where should brands start once they have done the inwards piece?   

Use inclusive language  

One place to begin is a full audit of materials, from job descriptions and recruitment adverts to website content and social media posts. Eliminating gendered language or unconscious biases can mitigate against deterring women applicants. That might mean ensuring pronouns are either gender-neutral or balanced, for example. Having job requirements that focus on skills and competencies rather than years of experience can avoid inadvertently excluding women who may have taken career breaks.

Just as important is the tone and framing of messaging. Inclusive terms welcoming all perspectives and experiences when describing company culture or team dynamics is key. By consistently presenting an inclusive narrative through thoughtful language choices, companies can signal to potential female candidates that they will be valued and supported within the organisation.

Profile successful women leaders and role models

American activist Marian Wright Edelman coined the term ‘you can’t be what you can’t see’. Originally about inspiring children for their future, it’s now often used to challenge gender stereotypes. The key here is companies going beyond just saying they have women in leadership roles.

Using a combination of written features, video interviews or even photo essays can bring to life the career journeys of women across the business. It also enables current and prospective employees to see themselves in these roles. And it’s not just for brands’ own channels, as important as they are. There are many media outlets that run Q&As or profiles with executives on how they got to where they are in an industry, helping to further the reach of empowering stories.

Highlight workplace culture and benefits

In today’s job market where employees are often demanding more from their workplace, many brands are already working hard to showcase what they can offer. When aiming to attract top female talent, initiatives, policies and benefits that create an environment where women can thrive should be top of the agenda. Whether that’s highlighting a flexible working offer or comprehensive parental leave policies, demonstrating a commitment to work-life balance and career development is key.

By transparently communicating benefits, telecoms companies can position themselves as an employer of choice for women looking for fulfilling careers in an industry that will truly support them.

Partner with organisations and educational institutions 

An issue cited by many of those hiring for roles across the telecoms industry is the lack of female applicants to begin with. Building relationships with external organisations or academic institutions is one way of proactively being part of the solution, helping to build out the talent pipeline.

For example, charities like Tech She Can are working hard to inspire and educate girls and women to study tech subjects and pursue tech careers. Since its inception in 2018 it’s grown to over 200 member organisations (including, I’m proud to say, Missive) all part of the effort. Meanwhile, academic partnerships can help fuel a direct recruiting funnel by offering internships to top female students, giving them mentorship opportunities and feeding full-time entry level hiring of diverse female talent.

Being a committed part of these communities can be a clear signal to current and prospective employees that a brand is actively working to create a more equitable industry.

As the telecoms industry continues to evolve, it has a duty to work hard to reflects the society it serves. Companies must continually evaluate and refine their efforts, ensuring they're creating genuine opportunities for women to thrive in all areas. Communications is of course an integral pillar, but crucially it must be grounded in meaningful action and change.

Missive is an integrated communications consultancy with deep tech sector specialisms built from years of industry experience. We work with some of the UK’s most innovative brands to deliver measurable business impact through integrated PR & Comms.

Read more about our work helping Virgin Media O2 and the Fawcett Society launch their ‘Women in Tech’ report exploring the barriers and disincentives around working in the tech industry.