How to Attract Women to Male-Dominated Industries (and Keep Them There)

From construction to cybersecurity, women remain underrepresented in many industries that are critical to the economy’s future. The challenge isn’t just attracting women into these roles — it’s keeping them there. Employers who successfully diversify their workforce gain access to broader perspectives, stronger innovation, and a competitive edge. In fact, McKinsey research shows that companies in the top quartile for gender diversity are 25% more likely to outperform financially than those in the bottom quartile.

So how can your organization open the doors wider for women in male-dominated fields — and make sure they thrive once inside?

1. Start With Job Descriptions and Recruiting Materials

Language matters. Studies have shown that job postings using words like “competitive,” “dominant,” or “rockstar” tend to deter female applicants, while words like “collaborative,” “support,” and “team” attract more diverse candidates (Harvard Business Review).

Action steps:

• Run your job ads through free bias-checking tools like Textio or Gender Decoder.
   
• Highlight growth opportunities, flexibility, and mentorship in your postings.
   
• Feature female employees in your recruitment marketing, showing real role models in action.
  
   

2. Build Partnerships to Expand Your Pipeline

You can’t expect diverse candidates to appear if you’re always fishing in the same pond. Build intentional partnerships with schools, community groups, and organizations that support women in underrepresented fields.

Examples:

• Organizations like the International Association of Women, Black Women Talk Tech, Girls Who Code, Society of Women Engineers (SWE), or Women in CyberSecurity (WiCyS) provide talent pipelines and community connections.
   
• Internship or returnship programs specifically designed for women re-entering the workforce can broaden your reach.
  
   

3. Create Mentorship and Sponsorship Programs

It’s not enough to hire women — you need to set them up for long-term growth. According to Lean In’s 2023 Women in the Workplace report, women are promoted at lower rates than men, starting at the very first step into management. This “broken rung” in the career ladder creates long-term gaps in leadership representation.

Action steps:

• Pair new hires with mentors who can offer guidance.
   
• Encourage executive sponsors to actively advocate for women in promotion discussions.
   
• Offer leadership development programs that prepare women for advancement.
  
   

4. Foster an Inclusive Workplace Culture

Retention is just as important as recruitment. Women who feel isolated in male-dominated workplaces are more likely to leave — Gallup found that a lack of belonging is a top driver of turnover.

Ways to build inclusion:

• Train managers on unconscious bias and inclusive leadership.
   
• Create employee resource groups (ERGs) where women can connect and find support.
   
• Celebrate women’s contributions visibly — through internal communications, awards, or recognition programs.
  
   

5. Offer Flexibility and Benefits That Matter

Flexibility isn’t a “perk” anymore — it’s a priority. A Deloitte survey found that women report flexible work options as a top priority in determining if they’ll stay at an employer long term. Especially in industries that have traditionally demanded long or inflexible hours, this can make or break retention.

Practical steps:

• Implement flexible scheduling, remote work options, or compressed workweeks where possible.
   
• Review parental leave policies to ensure they are equitable and supportive.
   
• Provide wellness and childcare support when possible — benefits that directly impact retention.
   

6. Track Progress and Hold Leaders Accountable

What gets measured gets managed. Employers serious about attracting and retaining women in male-dominated industries must track their progress.

Consider measuring:

• Gender representation at each stage of the hiring funnel.
   
• Promotion and pay equity by gender.
   
• Employee engagement survey results segmented by gender.
   

Sharing this data transparently — even internally — shows accountability and builds trust.

Conclusion

Attracting women into male-dominated industries isn’t just about hitting a diversity quota — it’s about unlocking untapped talent, driving innovation, and building stronger businesses. By rethinking your job postings, expanding your recruiting networks, providing mentorship, fostering inclusion, and offering flexible benefits, you’ll not only bring more women through your doors but also give them reasons to stay and grow.

The payoff is clear: diverse teams perform better, retain longer, and help organizations thrive in an increasingly competitive labor market. The question isn’t whether you can afford to invest in these changes — it’s whether you can afford not to.