2/5/2024 0 Comments Cascade insightsWe used the number 5,000 as the female employee estimate for Facebook in our study. LinkedIn gives audience estimates for total workforce, male employees, and female employees rounded to the nearest thousand.įor example, the target audience of female Facebook employees on LinkedIn was estimated at “5,000+”. Though LinkedIn gives several options for ad audience targeting, we used current company and gender. For this reason, we did not investigate English name bias further for this study. But when we checked our results against recent diversity reports, the targeting data was pretty close to the reported gender ratios. Initially, we were concerned that there could be a potential bias toward assigning gender to predominantly English names. Solutions such as Genderize.io, GenderPredictor, SexMachine and Beauvoir rely on first names to identify gender. While companies use a variety of methods to identify gender at scale, first name determination is a common one. LinkedIn states that gender is “inferred in English from first name of member.” (We arrived at this number by adding together the total male and female estimates for all 50 companies.) First name inference LinkedIn ad targeting gave us a much larger sample than used in most corporate research we’ve come across.įor the 50 companies in the study, LinkedIn ad targeting could determine gender for roughly 1.839 million employees. Male employees of each company with LinkedIn profiles.ĭata for this study was collected Feb.Female employees of each company with LinkedIn profiles.It’s quite simple to pull data on the female and male employee estimates for companies.įirst, we created a draft text ad to use as a placeholder to get to the audience targeting tool. Targeting data is available without purchasing or publishing an ad.įor each company, we found the estimated number of the: Though this is undeniably a politically loaded issue, our objective was to study, not to editorialize. The purpose of this study was to find information on gender disparity in tech. With this tool, we uncovered powerful information on the gender gap in tech. LinkedIn allows users to target their ad audiences by many factors including industry, company, and gender. In the absence of recent diversity reports for many major tech companies, we were curious whether there was another way to gather information on the gender breakdown of company’s global workforces. These differences make it challenging to consistently compare the gender breakdowns of tech companies. Some companies give only the male/female ratios for new hires. employees in some cases while others share data on global workforces. Gender percentages are shared only for U.S. Some companies release annual reports, others less frequently or not at all. While searching for diversity reports for companies in our study, we encountered several scenarios. Finally, the release of diversity reports is not a uniform practice throughout the tech industry.Ĭompanies that share diversity reports release them at different time intervals and with varying metrics. Many articles on the tech gender gap do not include information on the breakdown of gender within major tech companies.Īlso, when such statistics are cited, they usually come from information companies have released themselves.
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