To celebrate International Women’s Day Jaguar Land Rover announced their partnership with Getty Images, a world leader in visual communication, to broadcast the need for a more realistic digital representation of females in STEM roles.
The images of women in STEM roles people usually find are dated and do not properly represent the variety and excitement these women experience in their careers. Jaguar Land Rover and Getty Images are striving to change that. Studies have shown that people searching for photos of women in STEM has risen by 526% in the past year.
“We have always championed women in the car business and are committed to inspiring more girls and women to consider careers in engineering and manufacturing,” Fiona Pargeter, Jaguar Land Rover Global PR Communications Director, said. “Our female workforce has grown from 9% to 11% over the past four years due to our focused STEM initiatives. But this is still far too low – businesses being proactive about using realistic imagery is one of the many ways that we can attract the bright minds we need into STEM careers.”
Jaguar Land Rover and Getty Images released pictures on March 8, 2017, International Women’s Day, of female Jaguar Land Rover employees in roles from aerodynamics to audio and cyber engineering. In addition to properly portraying women in STEM roles, Jaguar Land Rover and Getty Images hopes these pictures help to encourage women to apply for STEM jobs as well.
“Here at Jaguar Land Rover we need the diversity of skills that women bring to ensure we thrive and maintain our competitive edge for years to come,” Michelle Mortiboys, Vehicle Line Director, Jaguar Land Rover, said. “It is well known that gender diversification in business is not just healthy culturally but also propels progressiveness and innovation. Our partnership with Getty Images is not just about recruiting women into engineering, it’s a small part of the work that needs to be done to upscale female employees in the automotive sector as a whole.”