Colt

Colt Technology Services is a global digital infrastructure company that provides network and voice services to businesses. In 2023, we had the pleasure of helping them develop an Employee Value Proposition in just 12 weeks!

Then in 2024, we were delighted to collaborate with them again on their simple but bold mission – “help us attract and retain more women aged 18-24 in tech roles in India and Spain.”

While Colt had already laid a solid foundation in their pursuit of becoming an employer of choice for women in tech roles in those countries, we saw an opportunity to amplify their message and help them to build a stronger and clearer proposition. We presented distinct pathways, and Colt embraced a powerful campaign centred on compelling messaging and striking design, deeply rooted in what truly motivates their target audience.

This strategy was then applied across a suite of social media assets for Instagram and LinkedIn. To bring their commitment to life, we also crafted inspiring ‘hero stories’ spotlighting four remarkable women within Colt’s tech teams. The campaign was strongly underpinned by the Employer Value Proposition (EVP) pillars and existing brand identity but given a note of differentiation, this way, the campaign could be used as a springboard by Colt for future campaigns to empower women in tech.

By leaning into Colt’s core EVP Pillars, and detailed persona profiles, we created campaign messaging that was focused and clear. When combined with our women in tech insight, this ensured the campaign reached the right women with precision, while it remained authentically aligned to Colt’s employer brand and EVP and helped to develop strong guidelines that shaped the language and design of the campaign.

We interviewed eight women who are thriving in tech at Colt – these insights provided us with real life content to use in the campaign but also shined a light on the very essence of what makes Colt an exceptional environment for women in tech. It helped us to understand the motivations and drivers of potential talent like them, for example, what truly resonates with Gen Z in a social campaign and the crucial elements women seek within their STEM (Science, technology, engineering, and mathematics) community.

Our exploration extended to thought leadership and STEM campaigns on social media. This helped guide us to what catches the attention of women in STEM, revealing more opportunities for Colt to dial up, or improve upon, to satisfy that.

Throughout autumn 2024 the social posts went live across Colt’s Instagram and LinkedIn and the hero stories became valuable assets on their dedicated Women in Colt webpages, as well as promoting Colt on wherewomenwork.com.

The campaign performance significantly exceeded Colt’s usual benchmarks with the best performing post reaching 5.6K impressions and a 3.83% engagement rate, demonstrating the power of targeted and compelling content.

But a real moment for the campaign’s effectiveness lies in the tangible impact on achieving their mission ; specifically in India, where the leap in hiring women in tech went from 35% to an impressive 50%.

We are The Team of experts.

During our forty years of doing what we love, we’ve developed brands for The Beatles and the NHS and looked after employees at BP and Heathrow, to name just a few.

When you work with us, our consultants, strategists, writers, designers and project managers become a part of your team.

We create trust and deliver exceptional results, taking your brand to new levels of success.

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