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.
