The current pipeline for information technology (IT) professionals is dismal, with increasing jobs and decreasing applicants. We propose that one solution to this problem is encouraging women to pursue careers in IT. Today, women are underrepresented, and as a result, they comprise an untapped market segment. After discussing the current state of the industry, we propose that HR professionals should take a proactive, marketing approach to the recruitment and retention of women in the IT field. Lastly, we provide specific recommendations and discuss approaches taken by several companies to address this dilemma.