Case Study:
Amazon
- Difficult Conversations
- Feedback
- Influencing
- Insights
- Listening
Empowering Female Engineers at Amazon
The Challenge
Amazon’s Reliability, Maintenance, and Engineering (RME) team organised a special event to support 100 female engineers from across Europe, ranging from apprentices to senior managers. In an industry where women often find themselves in the minority, Amazon is dedicated to fostering inclusivity and ensuring that women in engineering feel connected and valued. This event was designed to create opportunities for networking, mentoring, and personal growth, providing a space for participants to share experiences and build confidence.
The workshop sought to address several key challenges. Participants explored the realities of working in a male-dominated environment, learning to navigate these dynamics while maintaining authenticity. They were guided to better understand their unique behavioural preferences, build confidence in their contributions, and develop the skills needed to voice opinions assertively.
The ultimate goal was to empower these engineers to ensure their ideas and perspectives were heard and valued, while also optimising their impact within their teams.
Our Approach
To achieve this, we delivered an engaging and interactive one-day workshop. The event emphasised small group activities, allowing participants to form meaningful connections and share personal stories. Using the Insights Discovery® model, attendees gained deeper insights into their communication styles and explored how to adapt these to influence others effectively.
The day also included practical sessions on how to confidently assert opinions in ways that resonate with diverse audiences. Hands-on activities reinforced these learnings, giving participants tools to navigate professional challenges while staying true to their strengths. The supportive atmosphere encouraged collaboration and fostered a sense of community among the group, helping them leave the event with both actionable skills and stronger networks.
Emma Swinscoe, event organiser, shared her thoughts on the workshop: “A fantastic Insights Discovery® session enabling us to become more self-aware, understanding our styles and those of others.”
The Results
The workshop delivered significant and lasting impact: 97% of the 100 female engineers who attended the one-day session said they would recommend it. Participants reported an increased awareness of their behavioural preferences and how to use these to improve collaboration and communication. Many left with greater confidence in their ability to contribute meaningfully to discussions and influence decision-making processes.
The event also demonstrated Amazon’s leadership commitment to promoting gender diversity in engineering. By investing in initiatives like this, the company showcased its dedication to creating an inclusive culture that values diverse voices. This event marked a step towards a cultural shift within the RME team, empowering female engineers to thrive and lead with confidence in their roles.
By creating an environment where all team members feel supported and heard, Amazon continues to demonstrate its commitment to driving change and fostering a more inclusive engineering community.
