Sustainability is key to fixing adtech’s talent crisis
Opinion
The adtech industry faces a critical talent shortage. Prioritising sustainability not only addresses this gap but also attracts a more diverse and purpose-driven workforce.
Just when you think that attitudes towards women working in tech have improved, you have an experience that pulls you right back to cold, hard reality.
I had one of these experiences the other day. I was on a call with someone from one of the big tech companies.
I introduced myself to everyone and was about to begin the presentation about how we would integrate our solution into their platform when someone, who didn’t know me, asked if I could invite someone “more techy” to help with the integration.
Clearly, it was inconceivable that, as a woman, I could have helped design the tech solution we were about to discuss. I was just a woman, after all.
I bring this up not only to underline the ongoing gender gap in adtech and the tech sector in general — as annoying as it still is to me after all these years.
But, as the industry faces a looming crisis in tech talent acquisition, I also want to highlight the significant barriers we still face if we are to use women to plug the huge skill gaps in our depleted tech workforce.
Tech talent crisis
First, let’s take a step back.
Anyone who is currently hiring for tech roles right now knows the tech sector is in the grip of a talent crisis — one that threatens to derail the sector completely.
Put simply, the digital economy’s rapid rise has created an unprecedented demand for tech roles that is disproportionate to the body of graduates qualified to do them.
It means there are simply not enough people to fill the roles there are available. In fact, recent reports indicate that there are currently over 500,000 unfilled tech jobs across various European countries. In the UK alone, four in five UK businesses are facing a shortage of IT and tech skills.
And it’s only getting worse. McKinsey & Company analysis shows a tech talent gap of between 1.4m and 3.9m people by 2027 in EU countries.
How women can solve the issue
But how do we get more people into tech roles?
Well, women currently only make up 26% of the tech workforce, according to Tech Nation. Despite making up half of the labour market, women remain massively under-utilised and under-represented in tech.
McKinsey projected that if European tech companies doubled the number of women they employ, they would not only close the talent gap, but also fuel GDP growth of €260-600bn.
So, to maintain its competitive edge and drive future growth, Europe must attract and retain female talent to fill critical tech roles.
However, as I spelled out in my intro, women still face numerous barriers to entry and advancement in the tech industry. From unconscious bias and workplace discrimination to a lack of female role models, these challenges hinder women’s potential and limit the industry’s overall growth.
So how do we attract more women into tech roles, particularly adtech?
Education, education, education
The best place to begin is at the root of the problem: education. Women are simply not encouraged at an early age to pursue a career in tech — and, in some cases, are actively discouraged.
A recent Elles Bougent study found 82% of French women working or studying for careers in tech said they had experienced gender stereotypes during their time at school.
For those determined enough to pursue tech roles, the prejudice doesn’t stop in early education. Almost half (48%) of respondents also felt they lacked support, guidance and role models during their time at university, while 20% of female students and 13% of working women said they witnessed or have experienced sexual violence while studying.
No surprise, then, that only 25% of tech graduates are women, with a dropout rate (37%) higher than those for other courses. Put simply, far more needs to be done to encourage women to explore a career in tech and more support must be given to those in training.
More focus on sustainability
Of course, creating a more flexible and supportive workplace is essential if the adtech sector wants to attract a more diverse workforce. But one area of adtech that doesn’t seem to be struggling to attract women is sustainability.
Every day, I work with incredible women who are leading the way in the battle for a more sustainable ad ecosystem. These include women at organisations such as IAB Europe and Ad Net Zero, plus my own company, Impact Plus.
While at previous companies I struggled to find women to fill adtech roles, that’s not been the case at Impact Plus, where I receive a lot of applications from women who say to me: “I wanted to leave this industry, but if I can push for sustainability within our own industry, why not?”
This is a trend that is not just limited to adtech. There are several studies that suggest that women are more likely to engage in eco-friendly behaviours such as recycling, reducing energy consumption and purchasing eco-friendly products.
Labelled the “eco gender gap”, it suggests they are also more likely to support environmental policies and advocate for sustainable practices than men.
Of course, there are many men who share my passion for a more sustainable ad ecosystem. But with so many women already leading the way within the sustainability sector, it’s no surprise that more and more women are attracted to companies that are doing everything they can to reduce the environmental impact of their digital ads.
A more sustainable future
Women should not be deterred by the male-dominated nature of the adtech industry. There are already amazing women who are leading the way in creating a more sustainable future for digital advertising, demonstrating their expertise and paving the way for others.
This growing interest in sustainability within the tech sector presents a unique opportunity to address the talent shortage. By focusing on environmental and social impact, we can attract more women to the industry and build a more diverse and innovative workforce.
But they need help. By fostering inclusive hiring practices, mentorship programmes and a stronger commitment to sustainability, companies can create an environment where women not only enter but thrive in tech roles.
Audrey Danthony is chief product officer at Impact Plus