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.
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.