The representation of women in leadership remains a topic of discussion across various industries, with many organizations striving to create more inclusive workplaces. Equals, an Amsterdam-based firm dedicated to supporting women’s career growth, introduced its 2025 Role Model Campaign on International Women’s Day. The initiative highlights 130 women from 13 cities to foster authentic representation and challenge prevailing biases in hiring and leadership positions. By focusing on talent recognition and career advancement, Equals aims to reshape workplace dynamics and open new opportunities for women in tech and other sectors.
Similar campaigns in previous years have addressed gender disparities, but the 2025 edition integrates new elements to drive change more effectively. Earlier efforts often centered on awareness and storytelling, whereas the current campaign includes tangible tools like Neurolimpics, a game-based test developed with Brainsfirst to eliminate hiring biases. These changes indicate a shift from passive advocacy to active intervention in recruitment processes.
How does the 2025 Role Model Campaign work?
The campaign employs analog photography to document its participants, emphasizing confidence, ambition, and leadership traits. By focusing on skills and achievements rather than gender, Equals seeks to reshape how industries assess talent. Showcasing professionals from diverse backgrounds, the campaign aims to highlight women already influencing their fields and inspire others to pursue leadership roles.
In addition to visibility, the initiative fosters discussions on structural barriers within hiring processes. Through personalized storytelling, it challenges traditional biases and broadens the perception of what leadership looks like. This approach seeks to encourage more companies to reconsider how they assess potential candidates.
What role does Neurolimpics play in hiring?
Neurolimpics is a game-based assessment designed to address unconscious hiring biases and reveal untapped talent. Developed in partnership with Brainsfirst, the tool evaluates cognitive abilities rather than relying on conventional resumes or interviews.
Dieuwke van Buren, MD at Equals, stated:
“The real barrier isn’t skills—it’s biased assessments. Neurolimpics reveals true talent, ensuring women’s abilities are seen and valued.”
By offering an alternative to traditional hiring methods, Neurolimpics creates a pathway for more women to enter and advance in industries where they remain underrepresented. Companies utilizing this approach can potentially broaden their talent pool and diversify their leadership teams.
Beyond hiring, Equals highlights women making an impact in technology, entrepreneurship, and leadership. The campaign amplifies their experiences to inspire future generations and reinforce the idea that an inclusive workforce benefits businesses and communities alike.
Gayce Manbodh-Samadhan, manager of bid management at eurofiber, expressed her thoughts on increased attention toward women’s contributions:
“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.”
The broader goal of Equals is to create structured career pathways that facilitate women’s professional growth. By working with organizations to implement inclusive hiring practices, the firm aims to drive long-term progress in gender representation.
The campaign also features voices from various industries, emphasizing the importance of visibility. Adyen, a fintech company based in Amsterdam, shared its perspective:
“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.”
Efforts to promote gender diversity in leadership and entrepreneurship continue to evolve, with Equals positioning itself as a key contributor to this movement. While challenges remain, initiatives like the Role Model Campaign offer concrete steps toward addressing disparities in hiring and career development. Providing platforms for women to showcase their expertise and creating data-driven hiring solutions like Neurolimpics may encourage broader industry-wide changes. Over time, sustained investments in such programs could help organizations build more inclusive workplaces and ensure that leadership reflects the diverse talent available in the workforce.
