Mars' DOVE Chocolate introduced a new AI tool that helps women reenter the workforce after a “Mommy Gap.”
Just in time for Mother’s Day, the chocolate brand launched the “Mom Experience Translator,” an AI-powered tool designed to assist women in applying for jobs after taking a career break due to pregnancy or to care for their children.
The translator aims to address the challenges faced by moms who experienced a gap in their employment history, which often leads to bias from employers.
DOVE cites a survey stating that 61% of those who have taken at least a year off from working are women as one of the reasons behind the campaign, which was developed in collaboration with marketing agency Weber Shandwick.
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The free tool helps moms update their resumes and complete job applications by translating their parenting experiences into valuable job skills.
“We get it. After a Mommy Gap, getting back to the workforce can be tough! But, if being a mom can teach you anything, it’s that you are capable,” DOVE encourages women using the Mom Experience Translator.
“So here’s a sweet reminder: employers can and will see your promise. Sometimes, the first step is the hardest. But guess what? You took that first step!”
Supporting Moms' Career Journeys
To further support moms in their career pursuits, DOVE is launching a sweepstakes on May 10, where 10 selected women who used the Mom Experience Translator will each receive $1,000 to help them as they apply for jobs.
Additionally, the company will donate $10,000 to a charity dedicated to assisting moms in reentering the workforce.
“DOVE has long been a brand that empowers and uplifts women," Mars Wrigley CMO Gabrielle Wesley said in a press release.
“We're thrilled to inspire moments of everyday happiness this Mother's Day, by helping to provide additional support and highlight the incredible strength, power, and excellence moms bring to the table in all aspects of life,” she added.
