Turning up the volume on the International Women’s Day conversation
The number of posts about International Women’s Day on LinkedIn is up 280%
March 8, 2019
Today is International Women’s Day, the trigger for a global conversation about meaningful gender equality that has been growing louder year by year. That’s not an assumption or a generalisation. It’s a claim that we can confidently make on the basis of LinkedIn data.
Our analysis shows that the number of posts about International Women’s Day has increased by 280% over the last two years, to reach more than 33,000 posts in 2018. Those posts represent contributions and engagement from a growing number of businesses, across an expanding range of industry sectors. More than 23,000 companies contributed to the International Women’s Day conversation in 2018, an increase of 255% over the same two-year period.
Businesses increasingly recognise diversity as a strategic imperative. The International Women’s Day data suggests they’re acting on this realisation to send a clear signal about the type of organisations that they aspire to be. For businesses who are serious about gender equality, today is an important opportunity to demonstrate values through a contribution to the conversation. Posting with the hashtags #BalanceForBetter and #IWD2019 helps those contributions to drive engagement.
Progress can be frustratingly slow when it comes to female representation in traditionally male-dominated industries. Progress can be equally slow when it comes to the transition from gender equality in an industry as a whole, to gender equality in leadership roles. This is despite the fact that analysis by McKinsey & Company shows businesses in the top quartile for gender diversity on their executive teams are 21% more likely to deliver above-average profitability. There’s a lot of progress to be made – but there are some encouraging indications when we look at the level of engagement around International Women’s Day, who’s engaging, and what they’re engaging about.
Posts around International Women’s Day attracted double the amount of engagement in 2018 as they did in 2017. Encouragingly, 56% of those engaging were men, which suggests valuable allies might be taking a more active role in moving gender equality forward.
Our analysis of the most engaging posts last year shows strong engagement around key themes like women in leadership, owning success as a working mother and equal pay. These themes show how the conversation on LinkedIn is moving on to discussion of practical issues and tangible barriers to progress – and they signpost where contributions to that discussion can have the biggest impact.
International Women’s Day matters to any business that aspires to more meaningful gender equality and the benefits in performance and profitability that it can bring. Join the conversation with the hashtags #BalanceForBetter and #IWD2019 – and set out your vision.