OneLogin made the recruitment advertisement that sparked #ILookLikeAnEngineer. The software company featured employee Isis Anchalee in a 2015 campaign designed to attract engineers to its San Francisco office.
The ads appeared in Bay Area Rapid Transit stations and showed several OneLogin engineers discussing their work. After Anchalee’s image attracted comments claiming she looked like a model rather than an engineer, she responded publicly with a photograph and the hashtag #ILookLikeAnEngineer. Her response turned a company recruitment campaign into a broader discussion of representation in technology.
OneLogin was therefore the advertiser, not a later sponsor or an unrelated technology company. The campaign’s association with the hashtag can also lead to a naming mix-up: Isis Anchalee created the movement, while OneLogin created the original recruitment ad in which she appeared.
The resulting movement spread beyond OneLogin and encouraged engineers, students, women, people of color, and LGBTQ+ participants to challenge assumptions about the profession.