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Article: How IBM made itself more attractive to women

Harriet Minter explores IBM’s history of hiring a diverse workforce, and how it has maintained this practice for 60 years.

“Research into what women were looking for in a career showed that they were more motivated by being part of a company that made a difference, so IBM changed its messaging. It focused recruitment advertising around the Smarter Planet campaign and pushed the idea that working there would give employees a chance to change the world. Applications from women rocketed.”

Read the full article here.

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