Tech Data – International Women’s Day: Employee engagement

A digital marketing campaign with a difference

 Tech Data is a leading global distributor and solutions aggregator for the IT industry. It supplies technology products, services and solutions to customers all over the world.

The company culture at Tech Data is as innovative as its products and services. Employing over 22,000 people, it prides itself in its commitment to being a good corporate citizen and a diverse, inclusive employer of choice.

International Women’s Day (IWD) presented the ideal opportunity for Tech Data to demonstrate their forward-thinking values around gender equality. The theme for 2022 was #BreakTheBias, focusing on a world free of gender bias, stereotypes and discrimination.

As champions of diversity, equality and inclusivity in their workplace, Tech Data were looking for ways to raise awareness against gender bias among their staff.

Using gamification to improve employee engagement

THEMPC was approached by Tech Data with the objective of creating an internal communications campaign to support their IWD 2022 activity.

In previous years, we have run direct mail campaigns for them but this year they wanted to go digital and incorporate gamification. Not only that, they wanted to target all employees, not just women, so they needed assistance with employee engagement ideas

Gamification to improve employee engagement is a growing trend that uses a digital environment featuring games, in order to reach goals the company is trying to meet.

Tech Data’s vision was for an internal online competition and fundraising campaign. Employees would be sent a list of gender bias to defeat that day, encouraging them to #BreakTheBias.

Every time they broke a bias, they would gain an entry into a competition and a £1 donation would be made to The Fawcett Society, which is the UK’s leading membership charity campaigning for gender equality and women’s rights at work, at home and in public life.

Our task was to help develop and design the web content to support their HR employee engagement ideas and maximise the impact of their company messaging around IWD.

Creating an International Women’s Day online event for all

With many years of experience in digital marketing campaigns, digital marketing collateral and website development, Tech Data was in expert hands with THEMPC.

Our digital marketing specialists include a Creative Director, Creative Designers, and Web Developers. The team tackled Tech Data’s project as follows:

• Conducted a call with the client to understand their International Women’s Day ideas and discuss how they would like the webpage to look
• Designed and mapped out initial visual concepts for their consideration, in line with their brief. This helped us ascertain a clear direction before web developers got involved, maximising efficiency and remaining within budget
• Incorporated colours in line with IWD branding as well as Tech Data branding
• Included a list of gender bias that could be broken, including: ‘The rise of women is about the fall of men’, ‘Only women have a role to play in gender parity’ and ‘Gender balance is a women’s issue’ among others
• Met Tech Data’s brief to target all genders with their campaign, not just women, by carefully selecting the types of gender bias listed
• Turned the cursor into a hammer graphic with which to break the bias, followed by celebratory confetti exploding across the screen once the bias was broken
• Took visitors through to a fact about gender bias on subsequent pages and included a link to Tech Data’s chosen charity, The Fawcett Society
• Sent all required elements over to the web developer following approval of the final version

See the final page layout here.

Boosting employee engagement through digital interaction

We collaborated closely with Tech Data to execute a digital campaign that has:

• Engaged and inspired their employees on the topic of gender bias
• Helped evolve the culture of their business
• Boosted employee engagement and retention
• Received over 180 clicks in just 3 days
• Raised valuable funds for The Fawcett Society

Production time of the webpage was only 2 weeks and the client commented:

“I just wanted to thank you for all your support in creating this landing page for us. Your quick responses and being so receptive to making last minute changes have been invaluable. It’s been so great to see our ideas come to life and it wouldn’t have happened without you!” 

If you’re looking for employee engagement event ideas with a twist, or unique employee engagement kits, contact our helpful team of experts on 01256 352415 to talk through bespoke ideas for your employees.