Women technology

Women In Tech – The Growing Female Presence In Tech & Marketing

One of the contemporary pioneers in closing the gender gap in technology, Reshma Saujani, the founder of the non-profit organization Girls Who Code, once said, “By teaching our girls to code, we’re not just preparing them to enter the workforce — we’re preparing them to lead it.” As the presence of women in tech gradually increases, we need to reflect on the history, current status, and future possibilities in the tech industry.

In the early 1980s, women represented 37.1% of computer science graduates, closely trailing their male counterparts. However, by 2010, this number dramatically fell to just 17.6%. This drop raised pressing questions about the causes and consequences of the widening gender gap in the tech industry.

Women In Tech - The Growing Female Presence In Tech & Marketing

Shattering Glass Ceilings

Today, only 24% of computing jobs are held by women, and the proportion of female STEM graduates stands at a mere 19%. Moreover, the attrition rate of women in the tech industry is alarming, with women leaving at a 45% higher rate than men. Despite these gloomy numbers, there are glimmers of hope. For instance, over the last three years, 25% of tech conference keynotes were delivered by women, a promising sign of the expanding role of women in the tech discourse.

Moreover, when the pay is analysed, it was found that white and Asian women earn 97 cents for every dollar their male counterparts make in tech industry jobs. The career progression in tech for women over the age of 35 is slower, with 20% still occupying junior positions. Although unfairness-based turnover costs the tech industry around $16 billion per year, there are positive changes. In 2016, tech companies led by women received $1.46 billion in venture capital investments.

Bridging The Gender Gap

The tech sector’s lack of diversity is a long-standing issue, with companies primarily hiring white and Asian men from prestigious educational institutions. Women account for just 24% of computing jobs, according to the American Enterprise Institute, while in countries like Slovakia, the number is even lower at 9.29%. These statistics reflect the gender imbalance often referred to as the STEM gap.

However, a silver lining exists. The Girl Scout Research Institute found that 74% of female teens express an interest in STEM subjects, indicating a promising future for gender balance in tech. In line with this, tech giants like Facebook, Apple, and Google have pledged to make gender equality a priority.

Thriving Niches: Women Pioneering SEO And Other Marketing Fields

While tech encompasses a wide range of disciplines, certain niches are becoming hotspots for female talent, with marketing and specifically Search Engine Optimization (SEO) becoming a favourited among women professionals.

Women are increasingly leveraging their skills in understanding market dynamics, consumer behaviour, and strategic planning, making substantial contributions in marketing tech. SEO known for its dynamic nature, reliance on trend analysis, and need for creativity, particularly stands out as a field where women are carving a niche.

Women are harnessing these skills to make significant inroads into the SEO world, breaking the stereotype that technical roles are best suited for men. According to one SEO company in Sydney, Australia, SEO experts are thriving due to their innate ability to multitask, their attention to detail, and their excellent communication skills. Furthermore, women’s empathetic approach aids in understanding the user experience and consumer behaviour better, a vital aspect of SEO.

Woman tech work

Women’s Infiltration Into Other Marketing Tech Roles

The success of women in SEO is just the tip of the iceberg. Women are increasingly venturing into other areas of marketing tech like social media marketing, content marketing, digital advertising, and data analysis. These roles often demand creativity, empathy, strategic thinking, and meticulousness – qualities that many women inherently possess.

In content marketing, women’s empathetic approach allows them to create engaging and relatable content. In data analysis, their detail-oriented approach helps them glean valuable insights from complex data sets.

The Future Of Women In Marketing Tech

With women making their mark in SEO and other marketing tech roles, the future seems bright. Despite the challenges they face, their increasing presence in these fields is a testament to their resilience and skill. However, it’s important to continue fostering an inclusive culture that allows women to thrive in these roles.

By providing equal opportunities, countering biases, and creating conducive working conditions, the tech industry can ensure that the women stepping into tech today aren’t just joining the ranks — they are preparing to lead. In the words of Reshma Saujani, “By teaching our girls to code, we’re not just preparing them to enter the workforce — we’re preparing them to lead it.”

Confronting Bias And Fostering Growth

Despite the interest and competencies, women continue to face hurdles in the tech industry. The labour force participation rate for women is declining and is projected to drop to 51.9% by 2060. On the career ladder, 20% of women over the age of 35 are still in junior positions, indicating a need to address the imbalance in career progression.

Interestingly, a study from PeerJ Computer Science revealed that computer code written by women was accepted 78.6% of the time when the coder’s gender was not disclosed, hinting at unconscious biases in the workplace. Moreover, a Catalyst study indicated that 55% of women in tech careers start in entry-level positions compared to 39% of men, again underscoring the need for equality in career advancement opportunities.

Challenging The ‘Bro Culture’: Women Leaders Making A Difference

A positive change is evident in the tech industry as more women leaders are emerging, challenging the traditional ‘bro culture’ prevalent in tech companies. This transformation comes with women leading tech companies and initiatives that not only focus on diversity but also on the development and retention of women in tech.

Some women tech leaders attribute their success to the mentorship and support they received from other women in the industry. Having strong, successful female role models has proven to be a powerful motivating factor for many women in tech. This trend has given rise to organisations like Girls Who Code, dedicated to bridging the gender gap in technology and inspiring a new generation of female coders.

Financing Women In Tech

However, financial support for women-led tech companies remains a point of concern. The venture capital (VC) investment in women-led tech companies is significantly lower than their male counterparts. For instance, in 2016, women-led tech companies received $1.46 billion in VC investments, while male-led companies received a staggering $58.2 billion.

This disparity reflects an unjust bias that needs to be addressed for the growth and innovation of the tech industry. With the evidence indicating that women-led businesses often outperform those led by men, the market would benefit from adjusting its investment approach.

Career woman

Costs Of The Gender Gap

Unfairness and bias towards women in tech come with a steep cost. Estimates suggest that unfairness-based turnover costs tech companies $16 billion per year. This staggering figure underlines the financial repercussions of the gender gap and the urgent need for change.

Tackling The Retention Problem

While it is important to encourage more women to join the tech industry, it is equally vital to focus on retaining them. Women leave the tech industry at a 45% higher rate than men. This high turnover is often attributed to the lack of career growth opportunities, poor management, and biased workplace practices, including unequal pay.

Retention strategies should involve fostering an inclusive and supportive workplace culture, ensuring equal pay, and providing opportunities for career progression.


The statistics present a sobering picture of the gender disparity in the tech industry. However, the growing female presence in tech and marketing provides a glimmer of hope for a more balanced future. The tech industry, as one of the most dynamic and influential sectors of our time, must lead the way in gender equality. As more women break the glass ceiling, their increased representation and influence can ensure a more diverse, inclusive, and innovative tech industry.

As we continue the march towards progress, let’s remember the words of Reshma Saujani, founder of Girls Who Code, “By teaching our girls to code, we’re not just preparing them to enter the workforce — we’re preparing them to lead it.”

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