A recent review of recruitment efforts at RBC Dominion Securities Inc. (RBC DS) found that men are more likely to join the firm directly after university, while women tend to become advisors after a career in another field, RBC Wealth Management (RBCWM) said Wednesday.

The bank aims to recruit more women advisors with a series of videos, the first two of which feature advisors talking about their offbeat career paths to advisory roles.

The campaign aims to dispel myths about the industry and focuses on the flexibility and autonomy the RBC DS offers advisors, RBCWM says in a news release.

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“Many people think this job is highly technical, highly analytical, but I think the most important thing you can bring to the table is caring — caring about your clients and wanting to build a relationship with them because that’s really the power of what we’re doing,” says Michelle Vickers, vice president and portfolio manager at RBC DS, in a statement.

According to a recent survey commissioned by RBCWM, 92% of high-net-worth Canadian women believe that women have greater opportunities to be involved in financial planning today.

With more women controlling wealth than ever before, its important that the industry makes an effort to reflect its clients, RBCWM says. Already sitting at nearly a quarter female representation among investment advisors and associate advisors, RBC DS aims to increase this number over the next few years.

Four additional recruitment videos will be released in December, RBC says.

The recruitment campaign has a dedicated landing page at rbcwm.com/YourPath and also includes videos and ads in traditional and social media.