Barwon Asset Solutions (BAS) redesigned its recruitment process to make field roles more inclusive. BAS used peer storytelling, updated job descriptions and removed barriers in the process. This resulted in an increase in women applying and being hired.
Why this work was needed
BAS is a subsidiary of Barwon Water. It provides civil maintenance services across the Barwon region. Like many utilities, it has faced challenges attracting women into field-based roles.
The organisation wanted to change this. It aimed to build a workforce that better reflected the community it served. BAS used a women’s focus group to find barriers to women’s participation. And then explored how to create a more inclusive workplace.
What staff told them
BAS spoke with women already working in civil roles. It asked what drew them to the job and what could improve the experience for others.
The job title at the time was ‘Customer Field Maintenance Officer’. Many said it didn’t reflect the reality of their work. The position description also lacked clarity and relevance.
BAS updated the job title to ‘Infrastructure Field Crew’ and rewrote the position description. These changes gave a clearer, more inclusive picture of the role.
What changed in the recruitment process
BAS made several changes to improve accessibility and candidate engagement. They:
- introduced a general job portal for a long period of time so people could apply and open to receiving applications at any time
- created short videos of staff describing their roles and workplace culture
- shared the videos through LinkedIn and its careers page
- listed a woman already in the role as the contact person
- provided information about flexibility, expectations and training
- kept in touch with applicants for future opportunities.
Letting candidates speak with someone in the job made a big difference. People could ask about school drop-off, part-time options and what the work was really like. These changes made the process more personal, open and inclusive.
Supporting candidate attraction through storytelling
To showcase its inclusive culture, BAS developed a series of short videos. Real employees spoke about their roles, giving prospective applicants a sense of the day-to-day experience. These videos also reflected the organisation’s inclusive values.
The videos were promoted through digital channels and remain available on the Barwon Water careers page(opens in a new window).
Watch the campaign videos:
- Professional and Early Careers at Barwon Water(opens in a new window)
- Field and Trades at Barwon Water
- Careers at Barwon Water
What happened next
The results were clear. BAS received 22 applications from women for civil maintenance roles. Previously, it was uncommon to receive more than two or three. Three women were hired.
BAS kept in touch with other applicants and considered them for future roles. Not long after, a land management position became available. Again, more women than men applied. Two more women were hired into field-based roles.
What BAS is doing now
BAS has embedded inclusive recruitment into its everyday practice. It now uses gender-neutral language in job ads and provides clear role information up front. The job portal remains open all year.
These changes help more people feel confident to apply. BAS also ensures candidates can speak with peers, ask real questions and picture themselves in the role.
BAS also looked at other things that help people decide whether to take a job.
These include clear communication, workplace culture, flexible options and practical support. This helps people decide whether the job is right for them. It also helps Barwon Water keep building a more inclusive workforce.
Lessons for other organisations
Talk to your people
Employees already in the role can share practical insights.
Make small changes
A clear job title or peer contact can improve accessibility.
Be visible
Storytelling and open applications help people see themselves in the role.
Use a GIA
A gender lens helps find barriers and create more inclusive systems.
Next step
Think about how a gender impact assessment could help your organisation improve recruitment and create more inclusive roles.
Download the GIA guide.
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