Gender Equity

Female STEM Influencers Social Media Campaign

Gender Equity

OVERVIEW

The female STEM influencers social media campaign is an initiative that stems from a desire for the City to recruit and retain women in the workforce. The campaign consists of videos highlighting the various career paths and opportunities women spearhead in traditionally underrepresented fields throughout the City.

 

WHAT IS THE PROBLEM WE’RE TRYING TO SOLVE?

The City often struggles with attracting young talent to City jobs. It also struggles with attracting women to non-traditional jobs. With this in mind, the City aimed to encourage more women to pursue traditionally underrepresented fields. Many City agencies recruit using social media ads targeted at young adults, ages 21-35, but don’t have assets to emphasize the City’s inclusivity and commitment to providing equal employment opportunities for women. As such, the team created a promotional video series highlighting the roles of women throughout the City to support recruiting young candidates and increasing the number of interested female candidates.

WHAT IS THE INITIATIVE

This five-minute video focuses on six women who hold leadership roles in fields such as port wharfingers, electricians, chemists, heavy-duty truck operators, and more. In total, over 10 videos were created with different social media platforms in mind. Videos range from 15 seconds to one minute and are all expected to be shared during recruitment events and other outreach.

 

PARTNERS

Los Angeles Information Technology Agency (ITA) – Channel 35

Los Angeles Housing and Community Investment Department – Commission on the Status of Women