On International Women’s Day, Amsterdam’s Equals, a firm that focuses on empowering and supporting women’s career growth, is launching the 2025 Role Model Campaign. It highlights 130 women across 13 cities to promote authentic representation in leadership.
The campaign emphasises confidence and ambition, aiming to reshape how industries recognise talent.
With women making up only 19 per cent of the Dutch tech workforce and just 13 per cent in senior IT roles, Equals addresses hiring biases by working with companies to create clearer career pathways.
Additionally, Equals is introducing Neurolimpics, a game-based test developed with Brainsfirst to eliminate hiring bias and uncover talent. This initiative is transforming how companies identify potential, opening new pathways for women in tech.
“The real barrier isn’t skills—it’s biased assessments. Neurolimpics reveals true talent, ensuring women’s abilities are seen and valued,” says Dieuwke van Buren, MD at Equals.
What to expect from the 2025 Role Model Campaign?
The 2025 campaign uses analog photography to document each participant’s ambition, confidence, and leadership, aiming to drive change in how talent is recognised. The campaign also works to shift the focus from gender to skills and achievements.
Beyond increasing visibility, the campaign highlights individuals already making an impact in various industries. It showcases leaders, innovators, and entrepreneurs who are challenging norms and influencing the future.
By inviting all women in IT to take the test, Equals is reshaping the hiring process and creating clearer career pathways.
Beyond hiring, Equals highlights women excelling in technology, entrepreneurship, and leadership, sharing their stories to inspire future generations. The campaign reinforces that a diverse and inclusive future is within reach, encouraging more women to be part of this change.
Gayce Manbodh-Samadhan (she/her), manager of bid management at eurofiber, says, “I’m full of joy that, now more than ever, there is attention for what great assets we as women bring, besides only great CVs.”
“As a Team Manager, I always encourage women to be open about their ambitions and speak up about what future steps they see for themselves, this helps to set personal goals straight. I hope in the near future more (young) women will embrace our industry, and I will be able to support them in their journey.”
Equals: Addressing the gender gap
Equals is working to create a more diverse and inclusive workforce by supporting women in their career growth and development. Through collaboration and advocacy, Equals empowers its members and partners to unlock opportunities and drive meaningful change.
The organisation welcomes all who align with its mission, including women, non-binary, agender, and gender non-conforming individuals.
Women remain underrepresented in entrepreneurship and tech. In Amsterdam, only 8 per cent of startups have a woman as a founder, and just 8 per cent of investments go to women-led businesses.
In the Netherlands, only 18 per cent of the tech workforce consists of women, despite the industry’s rapid growth. Additionally, the country ranks 10th in Europe for women’s representation in the tech startup ecosystem.
To address these challenges, Equals focuses on three key pillars:
- Visibility: Highlighting women role models to inspire change in behavior and perceptions.
- Academy: Providing education and career opportunities in tech and entrepreneurship.
- MemberClub: Building a community where ambitious women connect, grow, and support one another.
Through these initiatives, Equals is reshaping industries to create a more inclusive future for women in tech and beyond.
Voices from the Equals campaign: The impact of visibility and inclusion
Janice Odijk (she/her) of TNO, mentions, “As a scientist innovator at TNO, I develop future-proof solutions to labor market challenges. As a studying single mom, I went through the nitty-gritty journey of juggling jobs, deadlines and parenting. Every challenge was an opportunity to discover and grow my strength. I graduated with a prize-winning master’s thesis on hiring discrimination, leading me to research interventions that promote equal opportunities at work.”
“Now, I focus on supporting workers and developing workforces that empower every individual. Yet, my greatest success is in setting an example for my kids and inspiring others by knowing my worth and being true to myself.”
“A core element of the Adyen Formula is seeking different perspectives to sharpen our ideas. By participating in this campaign, we are bringing this belief to life, highlighting the power of visibility to inspire others and show them what’s possible,” mentions Amsterdam’s fintech unicorn, Adyen.
Gina Slager (she/her), Fullstack developer at Brunel, says, “A few years ago, if somebody told me that I would pursue a career in IT, I would not have believed them. I always saw it as a male-dominated industry, one where I didn’t see myself fitting in. However, life can sometimes take an unexpected turn.”
“Today, I am proud to announce that I am a Fullstack Developer at Brunel – and I wouldn’t have it any other way. The journey wasn’t straightforward. I took a risk by leaving my previous employment without a clear destination in sight. What I did know was that I had to follow my ambition. It was then that I came across Equals.”
“The new generation needs role models to inspire and motivate them, proving that greatness is possible with passion, perseverance, and authenticity,” mentions Hanane Maimouni, Allround bridal stylist at hebeauty.
“Visibility is powerful, and my hope is that seeing someone like me openly representing trans women empowers others. I want to send a message to younger generations that they can be proud of who they are and they can achieve what they want while being true to themselves. I want to make a statement: “Trans people are here, and we are people just like you,” says Freyja Laursen (she/her), Java software engineer at adyen.
“I strongly believe we all benefit from an inclusive society where everyone can access the opportunities they need to thrive, so I strive to contribute to this through my work,” adds Adama Bah (she/her), Social performance analyst at oikocredit edcs.
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