"We want to push the industry via communication"... Designing Communication Measures to Foster Gender Diversity in a Video Game Company

Abstract

Participation of women in IT is still low and companies wonder which external communication measures are necessary to attract more female personnel. To gain a richer understanding of adequate gender sensitive ways of communicating towards girls and women, one needs to take into account contextual challenges. Following a Participatory Action Research approach, we conducted a qualitative field study in a video game company in a large city in Germany, identified areas of concern, and sketched out implications for gender-sensitive communication measures together with our participants. Findings show that addressing gender stereotypes, making role models visible, and using adequate channels is relevant. Some problems might be solved via short-term solutions, but the majority require a long-term perspective. Our lessons learned leave implications for companies in the IT sector who want to foster gender sensitive external communication measures and can contribute to the realization of more gender balanced working environments.