The tech world is on the brink of a cultural shift, aiming to redefine what inclusivity means in the tech industry which has been historically dominated by men. Central to this shift is the question of how to not only attract more women into tech but also ensure they stay, thrive, and ascend into leadership roles. Here’s Natalie Ferguson’s story.

This is one of a series of Stories from the Field, resources and insights from tech industry professionals, shared to help employers of interns and grads shape and grow our industry.

Natalie Ferguson is a leader with diverse experience, from founding Powrsuit to impactful roles at Hatch and before that, Decisive Flow. Natalie offers invaluable insights into shaping a more inclusive tech landscape. With a career in user experience and digital innovation, Natalie has become a vocal advocate for women in tech, emphasising the need for systemic change to support and retain women in the industry.

“True leadership in tech means building bridges, not just advancing yourself. It's about creating teams that reflect the world around us, ensuring that every voice is heard and valued. This is how we drive innovation and solve complex problems."

Natalie's journey in the tech industry is marked by her relentless pursuit of equity and her strategic approach to fostering diversity. With a background in design and a keen eye for digital transformation, she has led numerous initiatives aimed at breaking down the barriers women face in technology. Her work spans from grassroots advocacy to strategic roles in tech firms, advocating for policies and practices that not only attract women to tech but ensure they remain and thrive.

Building Supportive Structures

Natalie's work with Powrsuit exemplifies her commitment to empowering women through comprehensive support systems. She argues that to truly retain women in tech, it's essential to go beyond surface-level initiatives. “It’s not just about getting women through the door. It’s about ensuring they have a robust network, tangible learning opportunities, and ongoing mentorship to thrive,” Natalie explains. This holistic approach is pivotal in maintaining the engagement and progression of women in the technology sector. 

Natalie adds, "Mentorship isn't just about guiding the next generation. It's about creating a sustained dialogue where women can share challenges and triumphs. At Powrsuit, we've seen how peer networks serve not just as a support system but as a powerful catalyst for opening doors within tech industries traditionally closed off."

Building Pathways for Future Generations

Understanding the importance of representation, Natalie often reflects on the power of visibility in motivating the next generation of women in tech. "You can be what you can’t see… But it’s much harder" she asserts, underscoring the need for young girls and women to have role models who mirror their potential. It's not just about having women in tech; it's about highlighting their achievements, their challenges, and their journeys. Through speaking engagements, leadership development programs, and active participation in women-led tech initiatives, Natalie seeks to illuminate the path for future women leaders in technology.

Cultivating a Culture of Support and Inclusivity

Natalie's insights into the importance of a nurturing workplace culture resonate deeply within the tech community. She champions the idea that for women to not only enter but also stay and advance in tech, the industry must cultivate an environment that values diversity, equity, and inclusion at every level. "Inclusivity isn't just a policy; it's a practice," Natalie often says, highlighting the need for ongoing efforts to ensure women feel valued, supported, and empowered. "Creating a culture where women feel safe to express themselves without fear of bias or backlash is crucial. This psychological safety leads to better job satisfaction, higher creativity, and greater overall contribution to the company's goals."

Here are some practical steps to reduce bias in your hiring practices:

1. Review your job ads - there are some great tools such as the gender decoder (https://gender-decoder.katmatfield.com/ ) that help strip out language that tends to make women self-select out

2. Include more than one woman in job shortlists. Natalie explains “ When we don’t have enough women in the job shortlists, this sends a subconscious message that it's harder to find women who fit”.

3. Challenge language like 'the best person for the job'. Natalie adds, “ There is huge bias and assumptions built into these one liners.”

4. Ensure that you have a diverse set of people in the interview process to pick up on different things and get a range of perspectives.

Forward-Thinking Strategies for a Diverse Tech Industry

Natalie's work is a testament to the fact that change requires action. Beyond advocating for women's presence in tech, she emphasises the need for strategies that address the unique challenges women face. This includes flexible work arrangements to support work-life balance, transparent pay scales to combat wage gaps, and opportunities for women to engage in high-impact projects. 

Natalie adds , "Diverse teams outperform, but it’s not just a matter of throwing women into the mix. Companies need to think beyond traditional employee benefits and ask themselves how they can set people up to succeed. Flexible work, support for parents, and policies that understand the unique pressures women face, both in and out of the workplace enable you to not just attract women, but boost their impact. These measures aren’t nice to haves, they improve your bottom line" 

Natalie's insights show a holistic approach, recognizing that retaining women in tech requires attention to the myriad obstacles they may encounter.

Inclusivity in Product Design

Natalie’s experience in UX design underscores her belief in the importance of accessibility and intuitiveness in technology. She often states, "Technology should be about people first. When we design with women in mind, we create products that are universally smarter and more accessible." Natalie adds, "In tech design, inclusivity should be a default, not an afterthought. Products should be accessible by design, catering to all potential users. Considering how different groups, particularly women, might interact differently with technology opens up new audiences and drives growth. It’s smart business."

By putting all people at the centre of product development, companies can attract a more diverse workforce drawn to creating solutions that cater to a wide audience. By fostering a culture that values user-centric design, we can create a more inclusive tech industry that appeals to a wider range of talent, including women. 

Practical Strategies for Retention and Growth

Drawing on her strategic roles, Natalie offers actionable advice for tech companies striving to improve their retention rates of women. “We need to scrutinise our work practices and policies through a gender-inclusive lens. Are we accommodating the real needs of our diverse workforce? Are there clear, unbiased pathways for advancement? Are we aware of the invisible barriers that cause women to ‘quiet quit’?” she questions. “We need to champion policies that address the root causes of gender disparity in tech. This includes advocating for transparency in pay, clear paths to advancement for women, and accountability measures for diversity and inclusion at all levels of an organisation."

Natalie adds, "Continuous professional development tailored to women's needs in tech is not just beneficial—it's essential. By integrating targeted training programs that address both technical skills and leadership development, we equip women with the tools they need to navigate and succeed in a male-dominated field." By addressing these concerns, companies can dismantle the barriers that often hinder the retention and advancement of women in tech. 

Encouraging Women Leadership

 “Leaders have a responsibility not just to their shareholders but to their people. We must advocate for change, not because it's easy, but because it's right. The tech industry's future depends on our ability to be fair, inclusive, and diverse."

Leadership is a critical area where Natalie sees both significant gaps and opportunities. She emphasises the need for more women in decision-making roles and shares that "every woman in a leadership position paves the way for two more behind her." Natalie adds, "Leadership often requires resilience, a trait that many women in tech learn early in their careers. We need to harness this resilience, turn it into a driving force for positive change, and use it to challenge the status quo effectively."

Natalie provided more insight on leadership: "Diverse leadership teams aren't just a token statistic for annual reports; they are a proven method for better decision-making and greater economic success. As leaders, we must be relentless in our pursuit of diversity; going forward, it will become even critical to business sustainability." Encouraging women into leadership not only sets a precedent but also begins to normalise women's presence in high-stakes environments, gradually altering industry perceptions.

A Call to Collective Action

As Natalie Fergusson continues to inspire and lead by example, her message is clear: creating a diverse and inclusive tech industry is a collective responsibility. It's about more than individual companies or initiatives; it's about a systemic shift in how the tech industry operates. "Together, we can rewrite the narrative," she encourages, inviting everyone in the tech ecosystem to contribute to a more inclusive future. Whether it's through mentorship, advocacy, or policy change, the goal is to build an industry where everyone, regardless of gender, can thrive.

As we reflect on the contributions of leaders like Natalie and the insights gleaned from our conversations, it's evident that the path to a more inclusive tech industry is paved with challenges but also ripe with opportunity. By embracing the lessons learned and committing to action, we can move closer to a future where women in tech are not just participants but leaders shaping the future of technology.

Further resources

Powrsuit provides diverse leadership training via cohorts for women and male allies.