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Five years ago, Rachel Apirian left a burgeoning career in the fashion industry to lead social media for a small company, called The Female Quotient(The FQ), on a mission to change the equation and close the gender gap. Since the beginning, Rachel has been responsible for managing a dozen different accounts (LinkedIn, Instagram, Facebook, Twitter, TikTok, YouTube) on behalf of The FQ, as well as the company’s CEO/founder and equality thought leader, Shelley Zalis.
With just 18k followers across all accounts and no social budget, Rachel single-handedly grew each of these accounts post by post, with entirely organic content. The first milestone she celebrated was 40 thousand followers back in 2019. In the last year alone, with Rachel at the helm, The FQ has hit an inflection point of explosive growth, surpassing more than 1.5 million total followers – 1,522,120 to be exact. That’s 124% growth since 2022.
To date in 2023, The FQ’s accounts have achieved nearly 400 million total impressions, 34 million total engagements, and 250 million video views. Not to mention, The FQ’s average engagement rates on both LinkedIn and Instagram far surpass the industry average at 3.87% and 3.67%, respectively.
So, what’s the secret to her success? The answer lies in relatable, shareable, and inspiring content. Although she is not afraid to push boundaries and experiment with different forms of content, Rachel always stays true to The FQ’s mission and vision: connecting women to create an equal future where everyone can thrive in the workplace, and the world.
For example, she recently spearheaded the creation of The FQ’s very own social video series, titled “FQ Trailblazers in History,” which inspires equality by sharing the stories of some of the “unseen” female change-makers in various industries. The first documentary-style video chronicling advertising legend Mary Wells Lawrence went viral with 3.5 million views and 320,000 engagements across channels.
With the horrible death of Breonna Taylor, the overturning of Roe v Wade, the effects of the pandemic on women leaving the workplace in record numbers, and a million other moments, Rachel has mastered the art of creating social posts that give The FQ community words, when they don’t know what to say.
As The FQ’s founder, Shelley Zalis, always says, “When purpose meets passion, you’re unstoppable.” Indeed, it is Rachel’s love for connecting with audiences through impactful content that has catapulted The FQ to success on social media – and this is just the beginning…
Nomination Title: Rachel Apirian
