In an industry where the gender pay gap is often dismissed as inevitable, hipages is proving that parity isn’t just possible—it’s sustainable. The online tradie marketplace, best known for connecting Australian homeowners with qualified professionals, is setting a new gold standard for diversity, inclusion, and gender equity in the tech world. And it’s doing so with intention.
The company’s shift toward equity hasn’t happened overnight. Under the leadership of Chief People and Culture Officer Jodette Cleary, hipages has spent the last decade embedding a long-term diversity, equity, and belonging strategy into every corner of its culture.
“It comes down to having an intentional program that is consistent over time”
The result? hipages has achieved $0 pay gap for employees in the same roles and lowered its total median pay gap to just 2.3%—a staggering contrast to the Australian tech industry average of 14.7%.
It’s not just about numbers. The company’s board now boasts 50% female representation, with a woman serving as chair, while 41% of management roles are held by women. It’s a remarkable shift for a business that began in 2004 as a garage startup. Today, hipages has grown into a national platform with more than 12 million jobs posted and 33,000 active tradie members, as well as an expanded footprint in New Zealand through its acquisition of Builderscrack.
What’s worked? For starters, the company reengineered its hiring and talent pipeline. Job ads now actively acknowledge research showing that women are less likely to apply if they don’t meet 100% of the criteria—encouraging more diverse candidates to apply. The company also funds women’s leadership development programs, including scholarships for First Nations women and female tradies, as well as a co-sponsored scholarship at the University of New South Wales for women in STEM. “We believe in creating systems that reach people before they’re in the room,” Cleary says.
“The greatest feedback I’ve had at hipages is from people in minority groups telling me they’ve never felt safer to be themselves”
Internally, a Diversity, Equity and Belonging committee engages team members across roles, while the board sets measurable targets that shape the People & Culture strategy. This isn’t corporate lip service—it’s structured, data-backed accountability with real impact.
What’s more, hipages’ model is working in a notoriously male-dominated industry: trades. By funding initiatives that support women working in hands-on roles, the company is helping shift both the tech and trade sectors from the inside out.
Recognition has followed. hipages ranked #1 on the WORK180 list of top workplaces for Australian women, has been Great Place to Work–certified for 2024 and 2025, and consistently places in the top three at the Australian Best Places to Work Awards.
As the rest of the tech world continues to struggle with pay gaps and boardroom imbalances, hipages is offering a rare and refreshing blueprint for change: one that shows what’s possible when leadership moves with clarity, strategy, and consistency.
