Compilation of Deutsche Bahn images female worker on a train two male managers cutting a ribbon rainbow flag female host speaks in front of camera

The Results

Number of female applicants
20% more female candidates were hired compared to the previous month
Over 23 million impressions on social media
Online coverage
Over 475,000 interactions

The Brief

By 2024, Deutsche Bahn (DB) aims to increase the share of female employees across the group in management positions to 30%. To meet this ambitious target meant that DB had to think innovatively and boldly while defining concrete results. DB wanted to market its initiative internally to employees and externally to the public in order to raise awareness and encourage participation in the campaign.

The Solution

DB dedicated the entire month of March 2021 to promoting equal opportunities for women. DB used a variety of online marketing methods including job ads, recruiting events and executive talks. To generate wide scale awareness and buzz, DB set two world records. Over 6,200 people took part in the online record attempts, which were successfully announced live by an Official Adjudicator. Using the hashtag #wirsindIN Deutsche Bahn encouraged users to share their digital participation awards on social media. 20% more female candidates were hired in comparison to the previous month and 40% of attendees at recruiting events were hired by the end of the day. 23% more women were also added to DB's talent pools.

We are “Officially Amazing™": Together withover 6,200 participants, we have set two world records. The first world record for the world's largest online diversity and inclusion webinar and a second record for the world's largest diversity livestream, which both set an important sign for diversity. At Deutsche Bahn, we will continue this dialogue together in the future and promote changes in the area of equal opportunities. This is key to having more innovation within the company and a guarantee for business success.

— Kerstin Wagner, Head of Talent Acquisition at Deutsche Bahn