Mogul, an online platform and mobile app for women, launched a new subscription recruitment tool to help companies discover and bring onboard more diverse talent for senior roles.

Founded by coder Tiffany Pham in 2014, Mogul connects 30 million plus women across 196 countries.

“Gender parity initiatives aren’t focusing enough on helping female employees reach the top,” Mogul said in a statement Wednesday about the new program, called Invitation Only.

Mogul joins an increasingly crowded field of startups, non-profits and global networks aimed at addressing continuing lack of diversity at the highest levels of corporate power. Most recently, Chief, a private network for senior female executives, raised $22 million. 

In addition to Expedia, Ericsson, Stanley Black & Decker, MediaRadar and Hansgrohe signed up for Mogul’s new initiative. 

“We are very excited to be partnering with Mogul on this pioneering movement to increase female representation as a whole, especially for senior roles,” says Kimberly Eyhorn, senior director of Global Executive Search at Expedia Group. “Executive recruitment firms are very expensive — with ‘Invitation Only’, we can now drive ROI, given the lower costs, and focus our investments and efforts on even further resources that benefit advancing women and diversity and inclusion at work.” 

Currently 28% of Expedia Group’s senior leaders are women, although they represent 50% of the company’s employees globally.

In addition to the new tool, Mogul provides a range of other resources.

“With the revenue Mogul earns, we regularly provide free educational resources to women in need through our partnerships with the United Nations and others,” CEO Tiffany Pham told Karma.

Mogul’s other clients include IBM, Amazon, Bain & Company, CBS, Home Depot and Western Union.

  • At Fortune Global 500 companies, only 10.9% of top executives were women, according to public relations firm Weber Shandwick’s Gender Forward Pioneer Index.
  • At the same time, several studies suggest more diverse leadership teams tend to improve returns.