HOW LEVIN & PARITY TURNED
Levin is a global recruitment group with a stronghold in emerging tech sectors. But internally, a grassroots movement was building.
What started as an employee resource group – Parity – quickly outgrew its original remit. The goal was clear: celebrate women driving the future of FinTech, HealthTech, GreenTech, and EdTech, while creating an ABM campaign that would directly engage Levin’s target clients and candidates.
THE CHALLENGE
Levin wanted to do more than talk about diversity – they wanted to put action behind the brand.
But there were barriers:
Gender parity campaigns are common in tech. Many lack follow-through.
The target audience – senior women in tech – are busy, discerning, and often sceptical of recruitment-led initiatives.
Levin needed to balance authentic community-building with commercial impact.
THE STRATEGY
Build a campaign they’d actually want to be part of.
The Parity 100 campaign was designed to do two things at once:
- Shine a light on the women leading in Levin’s four specialist sectors.
- Spark conversations with the companies they represented.
What began as a single list grew into something much bigger: a definitive list of 400 women across FinTech, HealthTech, GreenTech, and EdTech – each one a founder, leader, builder, or connector.
THE EXECUTION
STEP 1:
BUILD A PLATFORM FOR PARITY
Parity evolved from an internal ERG into a standalone brand. We needed to create a platform that could grow with Parity.
A dedicated Parity website was built from the ground up.
A nomination landing page made it easy for anyone to spotlight a woman they admired.
Automated emails confirmed nominations and encouraged nominees to make another one.
Social assets were created for nominees to drive peer-to-peer amplification.
From here, we had the platform to launch Parity’s first campaign.
STEP 2:
FUEL THE NOMINATIONS ENGINE
This wasn’t just an internal push. It was a full-funnel campaign:
Email marketing to Levin’s extensive candidate and client database.
Newsletters launched across Parity and all Levin’s recruitment brands.
Creating word-of-mouth marketing on social media to expand reach.
To say that the response exceeded expectations would be an understatement. Originally scoped as a Top 100 list, it quickly scaled to 400 women due to the volume and quality of nominations.
STEP 3:
BUILD THE LIST & MAKE IT SHAREABLE
Once the nominations were in:
The team vetted each submission and built detailed profiles for all 400 women.
Each list was split by sector and integrated with custom functionality across all brand sites.
Featured women received personal emails announcing their inclusion and downloadable social assets.
STEP 4:
LAUNCH & LEVERAGE
The lists launched on 29th October 2024 with a wave of coordinated activity:
Email campaigns and newsletters across Parity and all Storm brands.
High-impact social media content, including carousel posts and LinkedIn features.
Levin’s consultants used the lists in BD and candidate outreach.
This wasn’t just a PR piece – it became a sales tool, a sourcing asset, and a powerful brand builder.
THE RESULTS
CAMPAIGN ENGAGEMENT
250,000+ impressions and 45,000+ interactions on LinkedIn over the 1st month after launch, across all brands.
Parity’s LinkedIn community grew by 24.28% in the four weeks following launch.
Campaign delivered 2,000+ Web Sessions across all Levin brand websites within the first 48 hours of launch, massively boosting Levin’s web traffic.
CAMPAIGN IMPACT
2 new clients listed roles with Levin – directly citing the campaign – within the first month.
“I’m sure it must be our best campaign we’ve run on social” Darren Vorster, Head of Digital Marketing at Levin.
One featured woman, made redundant in early 2025, was quickly headhunted after being seen on the list – “you’ve changed my life with this one list.”.
THE TAKEAWAY
You don’t drive gender parity by shouting into the void about it.
You do it by investing in it, amplifying the right voices, and making space for recognition.
This campaign proved you can build community and pipeline at the same time – if you design for impact, not vanity metrics.
