Gender sensitization is crucial to improving womens role in the Jordanian labor market, specifically for private sector companies as contributors to Jordan economic development and key employers of the Jordanian workforce. KVINFO and BDC are collaborating together to work with influential companies in Jordans private sector to improve their internal HR policies towards becoming more women-friendly, specifically focusing on recruitment, retention and providing accommodating workplace policies while advancing womens role towards seniority and leadership.

The Gender Sensitization Project is engaging 10 Leading Jordanian Enterprises from a variety of sectors including Zain, Umniah, BioLab, Pharmacy 1, Grand Hyatt, KADDB, Zara Investment Holding Company, Arab Center for Engineering Studies, Petra Trading and Investment Co., Jordan Ahli Bank and Hikma.