GE #BalanceTheEquation Campaign: “What If Scientists Were Celebrities?”

GE’s goal is to employ 20,000 women in STEM roles by 2020. GE commits to #BalanceTheEquation via a 50:50 ratio of men-to-women in all technical entry-level programs.


What if we treated great female scientists like they were stars? 

What if Millie Dresselhaus, the first woman to win the National Medal of Science in Engineering, were as famous as any celebrity?

What if we lived in a world like that?

[GE is helping create that world.]

[Our goal is 20,000 women in technical roles by 2020.]

We know a place that’s already working on it:

  • Anete Joaolopes, Graduate Engineering Training Program
  • Jumana Almuzel, Lead Production Supervision Specialist
  • Amanda Breeden, Manufacturing Engineering Leader
  • Lane Konkel, Lean Leader
  • Lobna Tawfiq, Technical Field Advisor
  • Olivia Vick, Systems Engineer
  • Lana El chaar, General Manager Customer Success Organization
  • Molly Burke, Operations Management Leadership Program
  • Yayun Chen, Research Engineer
  • Danielle Merfeld, Vice President, GE Global Research
  • Brianna Cilley, Aviation T700 Business Leader



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GE’s #BalanceTheEquation Progress

According to Linda Boff, GE’s chief marketing officer: “Our goal is to have 20,000 women in technical roles by 2020. While we’re really proud of the nearly 15,000 that we currently have in technical roles, we’re talking about adding 36 percent more.”

Contextual Advertising

In its #BalanceTheEquation ad, GE asked: “What if we treated great female scientists like they were stars?”  That was an especially poignant and contextually relevant question when introduced during a break in the Academy Awards (Oscars) telecast.

Cause Marketing Integration with Recruiting

Showing only women, employed in technical roles, #BalanceTheEquation is showcased above-the-fold on GE’s primary careers page:

GE #BalanceTheEquation

The #BalanceTheEquation link leads to a recruiting form, which includes GE’s Balance the Equation commercial and messaging.

GE #BalanceTheEquation Recruiting

Social Media Integration

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