Testimonials | Redefining Roles: Shifting perceptions of suitability to increase women’s representation in men-dominated jobs

In 2023, KPEA launched an ambitious expansion plan in Kenya that would require growing its workforce from 35 to 150 employees within 3 to 4 years. KPEA wanted to achieve this growth largely by increasing women’s representation in its workforce. However, KPEA struggled to attract women for these roles, primarily due to prevailing beliefs that women weren’t interested in or suited for field-based and technical jobs.

With technical advisory from Value for Women, KPEA took bold steps to tackle these challenges. KPEA implemented a 3-pronged approach to reduce hiring biases and actively encouraged women to apply for positions traditionally seen as men-dominated.

KPEA first tackled employees' beliefs that women aren’t interested in or suited for field and technical roles with gender-inclusive workplace training. Among others, this training touched on gender norms - which was an eye-opener:

This training significantly and effectively changed staff perceptions about women’s ability and interest in field and technical roles: As they explain in these videos, there is a realization that anything men can do, women can do too.

Next, KPEA implemented standardized inclusive recruitment practices to actively reach out to women candidates and ensure unbiased hiring, as discussed by this KPEA employee.

This led to the hiring of a local woman as a technical intern and the shortlisting of two local women for the Technical Engagement Manager role—the first time women were considered for this position.

Finally, KPEA focused on recruiting locally within communities, setting a target of 50% women’s representation. KPEA hosted community meetings, as suggested by this KPEA employee, following the gender-inclusive workplace training.

These efforts changed community members’ perceptions of the suitability of women in technical and field roles, leading to increased applications from women within the communities.

KPEA’s experience shows that taking small, deliberate actions to increase gender inclusion in roles traditionally deemed masculine can ultimately have outsized impact and create a virtuous cycle shifting social and gender norms.

If you want to learn more, read KPEA’s full case study here.

Video Credits: Norman Sarria and Gerardo Mejia