Discussions about “women in tech” often fail to capture the complexity of this workforce.

Grouping together engineers, data professionals, and product specialists under one umbrella overlooks the vast differences in career paths, challenges, and motivations across these roles.

A one-size-fits-all approach to attracting and retaining women in tech simply doesn’t work.

The problem isn’t a lack of skilled professionals—it’s a failure to treat hiring like marketing to attract desired talent. In today’s competitive landscape, companies need to understand what different skill groups and demographics are actively looking for and position themselves accordingly.

This report explores the nuances of hiring women across different tech specialisations and how companies can rethink their approach to stand out in an increasingly competitive market.