Can we please stop thinking that the way to solve diversity is to just post it up on some kind of mythical job boards where all of the rare demographic percentages you need are all flocking to help spice up your workforce when they're looking for a job?
If I'm a creative director and I want a new job, I'll go look on Campaign. Like everyone does. Female jobseekers (like male jobseekers) match their skills, they hunt for the good listing, they look at employers they've admired.
Targeting is worth consideration, but we advise our clients against thinking so simplistically about it. We recommend the following if they want to engage women, in this order of importance:
1) BE a good employer for women. Pay them, promote them, listen to them, involve them, shape your work to them, celebrate their leadership styles, show your role models as proof. And that needs to be women of all colours and abilities too.
2) Make your message relevant. It has to be engaging for humans who want to do that job. No 'girls can do this too' headlines. Sure, feature a relevant role model -- if you're going to feature a human, at least bother to choose someone who looks like another person's aspirational future. Use some of your copy to directly prove (not talk about, actually prove) why you are an employer where women succeed. And don't tell people that you want diversity for your business because you value it (presumably because you've read the McKinsey report about the EBITDA benefits.) Saying that you want women or you want diversity isn't what's in it for them. It's what's in it for you. Your recruitment copy should always be focused on them.
3) Target wisely. If you've done the previous, sure, target women media-wise. But take care in understanding the real reach for job boards that claim to be 'for diversity'. There are some cases where it can work well: for example if you're sure the title you're considering is really building community, like for example some of the flexible working sites where the point is that the jobseeker actually IS looking under a different motivation -- then put it in the mix. But I'd put the big investment in lifestyle. There are titles and platforms that disproportionately attract women -- so your message will be seen by more of them and less of the demographic you're topped up for. Some social platforms let you audience target for only women (and this may not last forever), and that's an opportunity that's pretty difficult to pass up if you've got a community on social. So then you don't have to say 'this is for women'. You can just say 'this is for talented humans'.
If anyone has any data – in either direction – that shows how women engage with female-specific job boards, I would love to be enlightened, so send me a message.